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Despite originating in Ireland, Halloween has been dominated by North America for decades. In the U.S., its second only to Christmas in terms of purchasing with $7.4 billion spent on costumes, candy, and decorations in 2014[1]. This traditionally American holiday is going global though, and now is the time for small business owners around the world to get in on this fast-growing holiday, both in America and in countries where it’s starting to gain a foothold.

 

Think beyond witches hats and monster makeup. Halloween presents an opportunity for merchants to get creative with how they brand their offerings. Do you curate historical or vintage wares and accessories? Offer them up as the perfect pieces for a haunted house or a period costume. If you sell decorations or flowers, try creating some of your usual pieces in black-and-orange to honor Halloween’s signature colors.

 

Confectioners and food makers also have prime opportunities to upsell consumers with specialty products for the countless Halloween parties that will take place everywhere from offices to classrooms to homes.

 

But don’t wait until October 1 to start creating inventory and revamping your product descriptions – like Christmas, you’ll want to start getting ready for the holiday 4-6 months in advance if possible.

 

Halloween is fast becoming an international holiday, and it’s seeing major growth in both Europe and Asia. From 2001 to 2010, the UK has seen a 23-fold increase in spending on the holiday and in recent years, Halloween has become the third-biggest money spending event after Christmas and Easter, beating out Valentine’s Day and Mothers Day[2]. Different countries are adopting the event in their own way, such as Romania celebrating it around the myth of “Dracula”.

 

Scottish retailer MorphSuits, which sells full-body suits in an array of colors and patterns that have become a Halloween staple, has seen this trend first-hand. “Halloween is our biggest holiday by far, and it’s about 50 percent of our business,” Lawson says, “Traditionally those purchases have been from the US, but it’s been spreading around the world in recent years. We’re seeing more and more customers buying for Halloween in the UK, France, and Germany. It’s becoming a global event.” Working with PayPal helps them fulfil orders all over the world.

 

In Asia, Hong Kong has seen a surge in Halloween celebrations due to the high amount of American and Canadian ex-patriates. Although it has been slow moving to mainland China, international schools and younger generations that have been exposed to Western festivities via the Internet have begun adopting the holiday.

 

Citizens in the Philippines have seen previous traditions, like Pangangaluluwa (where children went around and sang for alms/rice cakes for the deceased) be replaced by trick-or-treating as Halloween has grown in popularity around the world[3]. Singapore has seen its traditional Ghost Festival[4], a time when offerings are made to the lost souls wandering the earth, take on traditional Halloween elements such as costumes and Western-style decorations. Merchants can find new Halloween markets with PayPal PassPort.

 

If you’re looking to sell costumes, masks, and such, there is no need for you to see sales dip after October 31. Lawson says that his company’s suits are growing in popularity for other celebrations outside of Halloween, such as Carnival in Brazil and Germany and Mardi Gras in the United States, allowing his team to target new customers around the world during traditionally quiet times to continue to grow their revenue.

 

Carnival, which had originated in Europe, now sees it biggest celebration in Rio de Janeiro, Brazil. Many countries in Asia, parts of Africa, and most Caribbean islands also celebrate this holidays with bright costumes, dancing, and parades. In 2014, it was estimated that the event generated $2.2 billion in revenue for Brazil alone[5]. Mardi Gras is also celebrated around the same time of year, and also invites revelers to costume themselves and wear traditional venetian masks for the week of celebrations.

 

Looking to sell off additional stock beyond Halloween and Carnival? Lawson has said that they have had great success positioning MorphSuits for bachelor/bachelorette parties and college events, which helps them keep their sales strong between holidays.

 

With a global network of 165 million active accounts in 203 markets, PayPal can help you find customers for your products every month of the year. With a little creative marketing and a well-formed plan, you can scare up big sales this Halloween!