Spooky, scary skeletons and other things that go bump in the store.
Written by Julie Clark, VP, Group Creative Director, Experiential Commerce, at Momentum.
Fall somehow seems to arrive earlier and earlier every year. Giant skeletons, trendy costumes and LTO Halloween candy are often hitting store shelves by mid-July. And while the in-store noise only gets louder with back-to-school and game day programs in market at the same time, it’s the well-executed Halloween programs that have the power to scare up shoppers’ attention well before the pumpkins are picked.
The best Halloween commerce programs do more than turn heads. Whether they feature immersive retail design, seasonal product innovation, retailer-exclusive experiences or consumer contests, they have the power to give shoppers goosebumps through smart omnichannel execution. Experiential Commerce, the discipline of designing in-store moments that convert real shopper behavior into loyalty, sits at the center of why the following programs stand out.
Image credit: HI-CHEW
Experiential Commerce
1. HI-CHEW — Mystery Manor Tour
HI-CHEW made news this fall by taking its Halloween Mystery Candy Mix on a traveling haunted-manor tour experience, with sampling and spooky surprises cooked up for Austin, Nashville, Chicago, Philadelphia and Hoboken.
The Mad Science Behind It: The concept turned HI-CHEW’s mystery flavor into an interactive and immersive tour and sampling experience for consumers on the ground in key markets and online for the rest of the country.
Image credit: Hersheyland
Consumer Contest and Content
2. Reese’s — Trick-or-Treatiest Street
Reese’s created a nationwide hunt to crown America’s best Trick-or-Treatiest street in America. Through content featuring the brand’s Halloween Council, which included celebrities Christina Ricci and Kathy Najimy, neighborhoods were invited to submit their streets for the chance to win the ultimate October title.
The Mad Science Behind It: Reese’s narrowed contest entries down to 150 streets with judging criteria based on Halloween item purchases, walkability and resident insights. By connecting Reese’s to the actual settings where Halloween happens, the brand was able to rally neighborhood participation and consumer conversation at the same time.
Image Credit: Home Depot
Retail Product Assortment
3. The Home Depot — Giant Halloween Yard Animatronics
In 2026, larger-than-lifeless yard additions are haunting neighborhoods everywhere, and Home Depot is the retailer that made it a trend. The viral 12-foot Skelly skeleton character returned, and now features upgraded interactive LCD eyes. And with other giant character collections available, including Wicked Woods, Halloween Classics and Dead Water, Home Depot is making seasonal décor collectible and creating a spooky scene instore and in communities around the country.
The Mad Science Behind It: Home Depot leveraged a popular, recognizable hero product to create buzz and demand, encourage more store visits and inspire shoppers to add to their spooky collection year after year.
Retail Display
4. Target – Harry Potter x Honeydukes Display
For Halloween 2026, Target brought the Wizarding World’s famous Honeydukes sweet shop to its Halloween assortment with a dynamic display featuring a full collection of Harry Potter-inspired candy and treats, including Bertie Bott’s Every Flavor Beans, Chocolate Frogs, Fizzing Whizzbees and others, as well as Hogwarts-themed products from leading CPG brands.
The Mad Science Behind It: The holistic commerce program transformed the beloved fictional candy store from the Harry Potter books into a shoppable experience in-store, online and in the Target app. Marketing magic IRL.
The common threads in 2026’s most bewitching Halloween commerce programs:
- MAKE THE EXPERIENCE A TREAT, NOT A TRICK.
The strongest programs connect the Halloween fun to a product or purchase, turning sampling, product discovery, store visits and, ultimately, sales into the real treats.
- BRING THE IDEA TO LIFE IN EVERY HAUNTED HOUSE.
From on-pack QR codes and mobile activations to retail displays and digital content, extend one big idea across multiple touchpoints to keep the Halloween magic alive wherever shoppers go.
- LET SHOPPERS HELP TELL THE HALLOWEEN STORY.
Neighborhood contests, family activities and share-worthy moments turn shoppers from spectators into active participants during spooky season.
- MAKE HALLOWEEN A SEASON, NOT A ONE-NIGHT HAUNT.
Nearly half of consumers planned to begin shopping in September or earlier, according to the National Retail Federation, with the 2026 forecast projecting total Halloween spending at $13.5 billion. Start early, create conversation and keep the scares and surprises coming for shoppers.
Marketers should stretch seasonal moments into full campaigns that blend product benefits with immersive experiences, activate across every touchpoint and turn customers into spooky storytellers. With a few tricks and a lot of treats for shoppers, the Halloween magic can continue for brands all season long.
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