Haunted Habits: What Halloween Reveals About the Way We Shop, Create, and Celebrate
From DIY costumes to candy preferences, AI interviews uncover the consumer psychology behind America's most creative holiday.
America's Most Creative Holiday
Halloween is uniquely revealing as a consumer behavior study. It's one of the few holidays where self-expression, creativity, and social signaling intersect with spending decisions. We interviewed 150 consumers to understand the psychology behind their Halloween habits.
The DIY Renaissance
Despite the availability of mass-produced costumes, 55% of our participants prefer some element of DIY in their Halloween costumes. The motivation isn't cost savings — it's self-expression.
Candy Economics
The candy selection process reveals fascinating decision-making patterns. Consumers balance between what they personally enjoy, what they think trick-or-treaters want, and what signals about their household.
The Social Media Effect
Instagram and TikTok have transformed Halloween from a one-night event into a month-long content creation opportunity. Consumers now plan costumes and decorations with social sharing in mind.
Brand Opportunities
Halloween represents a window into consumer creativity and self-expression that extends beyond the holiday itself. Brands that tap into this creative energy build year-round connections.