
Published 26 October 2023
Halloween is bigger than ever, with US spending expected to hit $12.2bn, exceeding last year’s $10.6bn (NRF, 2023). From nerve-jangling audience participation (Burger King, Jack in the Box and Snapchat) to artificial-intelligence-(AI)-generated scary selfies (Snapchat again), augmented reality (AR) gaming (Monsters Cereal and Chobani) and trick-or-treat home delivery (M&Ms), we look at the best brand activities.



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At NRF 2026 in New York (January 11-13), AI’s radical reshaping of retail (AI-enabled ‘chat to checkout’; mastering generative engine optimisation – GEO – and loyalty-forging branded AI co-shoppers) dominated discussion among apparel, grocery, home improvement and outdoors brands. Other major talking points included...