Generation Hex: who spends the most on Halloween?

Whether Australians dress as K-Pop Demon Hunters or a Labubu one certainty is they will spend a scary amount of cash celebrating Halloween this year, ANZ analysts reveal.

“In 2024, total spend increased by 4.85 per cent, reaching $2.28 billion during Halloween week, compared to the previous year.”

Crunching the banks spending data, analysts tip Australians will splurge $2.32 billion this Halloween week – a 1.95 per cent increase from last year.

And to the central question – who buys all the lollies that fuel the frightful fun?

It appears Gen X women carry the dominant share of lolly buying duties, last year splashing $73.41 million (a 2.21 per cent rise)​ at food stores on the lead up to the big scary night.

Gen X women also look to be the main costume buyers for the nation’s children as well – spending the most on clothing and accessories at $16.96 million (a 0.7 per cent rise). 

Of interest though is the fact Millennial women spent the most at discount stores ($14.93 million up 5.29 per cent) which could show this younger generation being thrifty with costume making.

A new broom?

Overall - Millennials and Generation X are in a spending race to see who spends the most cash marking the scariest day of the year.

In 2024, Gen X spent the most across Halloween week $745 million (a 3 per cent increase from 2023), followed by Millennials $697 million (a 6 per cent increase from 2023).

Gen X are generally said to be born between 1965 and 1980, while Millennials are 1981 to 1996.

But there could be a new broom of spending sweeping through – with Gen Z (born between 1997 and 2012) having the highest year on year increase (20 per cent) in spend, splashing $281 million.

Perhaps underscoring how the day is still a recent phenomenon in Australia, data shows Baby Boomers (born 1946 to 1964) and The Silent Generation (born 1928 to 1945) are spending a decreasing amount.

Boomers spent $465 million last year which was a figure that remained largely unchanged, while The Silent Generation spent $64 million which was a 5 per cent decrease.

But overall the national spend continues to grow.

In 2024, total spend increased by 4.85 per cent, reaching $2.28 billion during Halloween week, compared to the previous year.​

Eat, drink and be scary

Over the week leading up to Halloween ANZ expects its customers to spend more on food stores, eating out, entertainment, retail and goods stores, wineries and bottle shops, clothing and accessory stores, general and discount stores, and department stores.

During Halloween 2024, ANZ customers spent more on eating out and takeaway, retail and goods stores, department stores, and digital goods compared to the year before.

State of fright

In 2024, Victorians spent the most overall during Halloween week ($613 million), followed by NSW ($594 million).​

Western Australia, Northern Territory, and South Australia had the largest year on year increase in spend, with 7 per cent, 5.7 per cent, and 5.6 per cent, respectively.

Sweet spot

While once considered an American holiday the data shows Halloween spending is now ensconced in several generation’s spending patterns.

It appears now that no matter which generation spends the most – Halloween and its more than $2 billion price tag is now another big spending day on the family budgeting calendar – and it is growing.

Kate Britton is General Manager, Deposits and Payments at ANZ