Halloween PR: Millennials admit to buying stuff just for social posts

by | Oct 25, 2019 | Public Relations

When it comes to Halloween spending, 48 percent of millennials say they’ve made Halloween-related purchases to use in social media posts, according to a new survey from credit card comparison firm CompareCards.com.

With Halloween rapidly approaching, the company asked consumers about their spending habits for the holiday, including how much they spend on Halloween compared to other holidays, how much pressure they feel to spend and from whom that pressure comes, and how much of a role social media plays in their decision making.

With 31 percent of millennials spending more money on Halloween than any other holiday, it’s evident that Halloween is a millennial favorite.

Have you ever bought a Halloween item just to include it in a social media post?

Halloween PR: Millennials admit to buying stuff just for social posts

Additional findings:

Social Media

  • 48 percent of millennials admit to purchasing Halloween items so they could include them in social media posts. 37 percent of Gen Z and 30 percent of Gen X said the same compared to just 5 percent of baby boomers.
  • Men are far more likely than women to say their Halloween spending was driven by social media. 37 percent of men said so, compared to just 21 percent of women. Among millennials, 50 percent of men said social media inspired them to make some Halloween purchases versus 43 percent of women.

Kids & Parents

  • Nearly half of dads (46percent) say their kids have guilted them into spending on Halloween. That’s more than double the percentage of moms who said the same (21 percent).
  • 52 percent of millennial parents said their children guilt them into spending on Halloween.

Do you spend more on Halloween than on any other holiday?

Halloween PR: Millennials admit to buying stuff just for social posts


  • About 4 in 10 millennials feel “a lot” of pressure to spend on Halloween. Overall, 1 in 4 consumers said the same.
  • 31 percent of millennials spend more on Halloween than any other holiday. That’s true of 19 percent of consumers overall.
  • When asked about their spending, women (21 percent) were more likely than men (13 percent) to say they don’t “do” Halloween. Overall, 31 percent of baby boomers said they “don’t really do Halloween” and therefore don’t expect to make any holiday purchases, compared to 9 percent of millennials and 12 percent of Gen X.

Read the full report here.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter