
Published 28 October 2024
Nearly three quarters (72%) of Americans intend to celebrate Halloween this year, with an average spend of $103.63 per person (NRF, 2024). Brands are harnessing Halloween hype via fandom-fuelled collaborations (NYX x Warner Bros; Getty x Sony), localised rescue BOOths designed to stop candy supplies from running out (M&M’s), small-scale sonic branding (Lush) and a TikTok-fuelled #BooBasket trend.



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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...