The celebration of Halloween, once viewed as exclusively North American, has gained increasing popularity among Italians, transforming into a genuine opportunity for spending and entertainment. This year, according to a survey conducted by Confesercenti in collaboration with Ipsos, 64% of Italians will celebrate the night of October 31, marking a 4% increase compared to 2023. This rise in participation is reflected in an estimated revenue of 300 million euros, distributed among spending on sweets, costumes, and entertainment in venues.
Where and How Italians Will Celebrate
The holiday is primarily celebrated at home: 59% of respondents stated they prefer a home event, either at their own residence or that of friends, while 32% will attend organized parties in venues such as restaurants, nightclubs, and pubs, a slight decrease compared to the previous year. The choice to celebrate publicly was likely influenced by the fact that this year Halloween does not coincide with a long weekend, as it did in 2023.
Regarding typical activities for the occasion, 51% of Italians will buy sweets for their families or to give to children during the traditional “trick-or-treat” custom. Decorating the house in Halloween theme will involve 43% of celebrants, while about a third will opt for some accessories or costumes, both for themselves (27%) and for children (28%).
Spending and Shopping for Halloween
With the growing popularity of the holiday, there has been a surge in sales of Halloween-specific products. Most consumers will turn to supermarkets (58%) and shopping centers (43%) to purchase sweets, decorations, and masks. However, local businesses are also seeing a positive response, with 20% of consumers shopping at neighborhood stores and 19% at markets. Finally, a smaller portion of purchases will be made online (22%), while a mere 4% indicated they would prefer to prepare everything at home.
Halloween in Brescia: A Holiday Supporting Local Commerce
Brescia is an example of how Halloween has not only integrated into local culture but also has positive effects on tourism and commerce. In recent weeks, local operators have reported a significant increase in bookings at hotels and venues in the city and province. According to Giuseppe Caccamo of Assohotel, this holiday represents a “happy seasonal appendage,” with a considerable influx of customers in hospitality and restaurants.
In addition to hospitality businesses, local commerce will also benefit from this long weekend. On November 1, many shops in the historic center will remain open, providing citizens with an opportunity for festive shopping. Barbara Quaresmini, president of Confesercenti Lombardia Orientale, highlights how this holiday represents a time of vibrancy, both in the city and province, with numerous activities ready to welcome residents and visitors for days filled with fun and relaxation.
Italian Version
