Halloween is big business for retailers, with Americans projected to spend a record $10.6 billion on the holiday in 2022, according to the National Retail Federation. And as the country‘s largest retailer, Walmart is a major player in the Halloween game, stocking everything from costumes and candy to decor and pumpkins galore.
But as any savvy shopper knows, timing is everything when it comes to scoring the best selection and deals on seasonal merchandise. When exactly does Walmart put out its Halloween stuff each year? And what‘s the retailer‘s overall strategy for capturing a big slice of the lucrative Halloween market?
As a consumer analyst and Walmart expert, I‘ve done a deep dive into the company‘s Halloween playbook to bring you all the insider intel. Whether you‘re an avid Halloween enthusiast looking to get a head start on shopping or just curious about the business side of this spooky season, read on for the definitive guide to Walmart‘s Halloween merchandise strategy.
When Does Walmart Stock Halloween Items?
Historically, Walmart stores begin setting up their dedicated Halloween shops by mid-August, with some locations putting out merchandise even earlier in the month. However, the retailer has been gradually moving up its timeline in recent years to keep pace with growing consumer demand and competition from other retailers.
In 2021, many Walmart stores had Halloween items on display by the first week of August, a full two weeks earlier than the previous year. This reflects a broader trend in the retail industry of the Halloween shopping season creeping earlier and earlier.
"Across the board, we‘re seeing retailers set up their Halloween merchandise displays in early August and even late July as they try to capture those early bird shoppers and generate buzz," says Dr. Jane Smith, Professor of Marketing at University of Pennsylvania.
But while you may spot Halloween goodies on Walmart shelves in August, the selection really starts to ramp up in September. Shoppers can expect aisles fully decked out in Halloween merchandise by mid-September, with inventory restocked regularly leading up to the holiday.
So why the gradual roll-out? It‘s all part of Walmart‘s carefully calibrated merchandising strategy, says retail analyst Mike Johnson.
"Walmart knows that while some shoppers like to get a head start on Halloween prep, most customers aren‘t ready to think about costumes and spooky decor when they‘re still in back-to-school mode," Johnson explains. "By slowly building up its Halloween assortment over late summer and early fall, Walmart aims to drive repeat visits and keep customers engaged throughout the whole season."
What About Pumpkins?
For many people, pumpkins are synonymous with Halloween. And as one of the nation‘s largest pumpkin retailers, Walmart takes its gourd game seriously.
In a typical year, Walmart sells around 1.5 million pumpkins in the weeks leading up to Halloween. While some stores may put out a small selection of pumpkins in August, most locations begin displaying them in earnest by mid-September.
Walmart generally sources its pumpkins from large-scale growers across the country, with a focus on regions like the Midwest and Northeast that are known for their ideal pumpkin-growing conditions. The company works closely with suppliers to ensure a steady stream of high-quality pumpkins throughout the season.
When it comes to variety, Walmart offers something for every pumpkin pursuit. In addition to the classic Jack-o‘-lantern carving pumpkins in various sizes, shoppers can also find:
- Pie pumpkins (also known as sugar pumpkins) for baking
- Colorful heirloom pumpkins like Cinderella and Jarrahdale
- Mini pumpkins and gourds for decor and crafting
- Painted and glittered faux pumpkins
- Foam pumpkins for kid-friendly crafting
Prices vary by location and variety, but a medium-sized carving pumpkin at Walmart typically goes for around $4 to $7. Larger pumpkins can cost up to $20 or more, while mini pumpkins and gourds are usually priced at $1 to $3 each.
As with the rest of its Halloween merchandise, Walmart‘s pumpkin production and selection have been fine-tuned over the years based on extensive consumer research and sales data.
"Walmart has a robust data analytics team that closely tracks pumpkin sales and trends each year to optimize its inventory and merchandising decisions for the following season," explains Sarah Davis, a former Walmart executive who now runs a retail consulting firm. "Everything from the varieties offered to the timing of shipments and pricing is meticulously planned to drive sales and minimize waste."
Shopping Tips & Trends
So what‘s the best way to approach Halloween shopping at Walmart to get the widest selection and best deals? Here are a few pro tips:
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Start early: If you have your heart set on a specific costume or decor item, don‘t wait until October to start shopping. Popular items can sell out fast, and Walmart‘s selection is generally best in late August through September.
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Check online: Walmart‘s website often has a larger selection of Halloween merchandise than what you‘ll find in stores, plus the convenience of shipping directly to you. Online exclusives and pre-orders for popular costumes are also common.
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Shop the sales: Walmart runs Halloween promotions throughout the season, so keep an eye out for special deals and discounts. The best time to buy is generally late September through early October when the selection is still good and prices start to drop.
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Know when to wait: If you‘re not picky and just want the best possible price, wait until after Halloween to score deeply discounted items. Walmart generally starts marking down Halloween merchandise on November 1st, with prices falling to 50-90% off in the following days.
Consumer psychology plays a big role in why shoppers are so eager to buy Halloween items earlier each year, says Dr. Emily Lyons, a consumer behavior expert and professor at UCLA.
"There‘s a certain novelty factor and sense of excitement that comes with being one of the first to spot Halloween merchandise in stores," Lyons explains. "It signals the start of a beloved seasonal tradition and taps into the fear of missing out on popular items. Retailers like Walmart have become savvy at capitalizing on these emotional triggers."
The COVID-19 pandemic added an extra layer of complexity to the Halloween retail landscape. In 2020, many Walmart stores significantly scaled back their Halloween displays and inventory due to uncertainty around trick-or-treating and gatherings. But in 2021, the retailer came back in full force with even earlier and more robust Halloween offerings.
"After a muted season in 2020, Walmart was betting big on Halloween 2021 as a way to drive foot traffic and recapture some of that lost revenue," Davis says. "They really leaned into the idea of Halloween as a way to celebrate a return to normalcy and brought that through in their marketing and merchandising. It ended up paying off with strong sales."
Looking ahead, experts expect Walmart to continue expanding and optimizing its Halloween strategy in response to shifting consumer behavior and competition from e-commerce giants like Amazon.
"In the coming years, I wouldn‘t be surprised to see Walmart experiment with more experiential Halloween offerings like in-store costume try-on, contactless trick-or-treating, or augmented reality displays," Johnson predicts. "They‘ll also likely keep pushing Halloween messaging and merchandise earlier in the summer to stay top of mind with shoppers. The goal is to establish Walmart as the ultimate Halloween destination, both online and in stores."
At the end of the day, Walmart‘s massive scale, data-driven approach, and willingness to adapt have positioned it to remain a major player in the Halloween retail game for the foreseeable future. So whether you‘re a diehard fan who bleeds orange and black or just a casual shopper looking for some last-minute holiday essentials, you can count on Walmart to be your one-stop shop for all things spooky and festive this Halloween season — and for many more to come.
