A Spookily Consistent Spike on Oct 31

Daily Search Volume data shows a familiar seasonal pattern for the keyword “halloween” : steady growth through late September, a sharp climb in October, and a decisive crescendo on October 31 . In 2024, interest surged to its highest daily level on Halloween itself and then fell off a cliff on November 1. This behavior reflects an intense wave of last‑mile consumer intent: searches for trick‑or‑treat hours, costume ideas, pumpkin‑carving patterns, party store hours, haunted house tickets, and local events.

Two macro forces amplified the curve this year. First, the National Retail Federation signaled exceptional demand: in mid‑September, NRF’s annual consumer survey projected Halloween 2025 spending would reach a record $13.1 billion , and its October commentary highlighted that décor spending alone was expected to hit $4.2 billion. Second, Amazon’s October “Prime Big Deal Days” (October 7–8) concentrated seasonal merchandising and media around costumes, candy, and decorations—nudging shoppers to research and buy earlier in the month. Together, these catalysts widened the top of the funnel and compounded the typical last‑minute surge at month‑end.

Why the spike for halloween?

1) Last‑minute problem‑solving peaks on Halloween day. The final 24–48 hours before October 31 concentrate urgent, transactional queries: “trick‑or‑treat hours near me,” “party city open late,” “costume ideas,” “DIY makeup,” “pumpkin stencil,” and “haunted houses near me.” Retailers and venues also publish final‑week updates (extended hours, ticket availability, weather contingencies), training consumers to check details on the day itself.

2) Record consumer enthusiasm raised the ceiling. NRF reported a new high‑water mark for Halloween spending in 2025 and emphasized robust décor budgets. Elevated willingness to spend increases comparison shopping and inspiration queries throughout October—and it keeps more shoppers in the market right up to the holiday.

3) October retail events accelerated discovery. Amazon stated that Prime Big Deal Days ran October 7–8 , with heavy promotion of seasonal items. National coverage around the sale placed Halloween front‑and‑center in early October, priming searchers with ideas (and saved carts) that many executed in the final week.

4) Cultural flywheel sustained attention. Theme‑park Halloween activations, creator content, and streaming guides keep “spooky season” omnipresent through October. This persistent media drumbeat expands the top of the funnel and drives repeated queries—right up to October 31.

Takeaways for marketers:

• Own the last‑mile queries: publish hyperlocal trick‑or‑treat guidance, store hours, and inventory status; ensure GMB/GBP hours and attributes are accurate for Oct 30–31.
• Front‑load creative during early‑October sales: ride Prime Big Deal Days and other retail moments with bundled costume/candy/decor offers and re-marketing that matures in the final week.
• Shift budgets to the final 72 hours: raise bids on exact‑match, high‑intent terms; expand ad schedules to late evening on Oct 30–31; keep site search and PDPs tuned for “last‑minute” modifiers.
• Merch for urgency: highlight BOPIS, curb-side, and extended hours; surface localized inventory on landing pages.
• Content that converts: quick‑hit costume how‑tos, make‑up guides, printable stencils, and neighborhood safety checklists drive both SEO value and on‑day utility.