Halloween is more than one night of costumes and sweets. It has become a key retail period in Ireland, stretching across the weeks before the holiday as families plan trips, shopping and seasonal activities. For brands, this window offers a strong opportunity to connect with consumers when they are actively planning for mid term and Halloween.
As autumn evenings grow darker, illuminated OOH formats become even more impactful. They give brands a way to stay visible during peak commuting times and extended hours of darkness, when attention naturally shifts towards lit environments.
Retail peaks around Halloween
Recent figures show how significant Halloween has become for grocery and FMCG brands. Last year, Halloween treats boosted grocery sales by over 6%, with consumers spending a total of €1.16 billion in grocery stores in the four weeks to 3 November. That made it the biggest sales month of 2025 up to that point, underlining how much households invest in snacks, treats and party supplies around the holiday. (source: RTE)
OOH plays an important role in shaping those purchases. Fifty5Blue (TGI) data indicates that 79% of Halloween shoppers have seen OOH advertising in the past week. Among these shoppers, 66% have engaged with a brand after seeing an OOH ad, and 38% have made a purchase as a result. This shows a clear link between exposure to OOH and actual behavior in store, with shoppers both interacting with brands and following through at the checkout.
Reaching consumers ahead of mid term and Halloween
Mid term breaks give people extra time for shopping, local outings and short getaways, and Halloween now sits at the centre of that pattern. Seasonal festivals and events run across the country at this time of year, from the Púca Halloween Festival in Co. Meath to the Bram Stoker Festival in Dublin and a wide range of spooky themed activities in parks and venues nationwide. People are on the move and are actively deciding how to spend their time and money.
OOH allows brands to reach these audiences in advance, helping to shape plans ahead of the holiday. Formats in city centres, on commuter routes and near retail hubs can highlight seasonal offers, family friendly experiences or short break options right at the moment when people are thinking about mid term and Halloween. For tourism and leisure brands, this is an opportunity to highlight events, attractions and local experiences. For retailers, it is a chance to build awareness of Halloween ranges and value led offers before shoppers enter the store.
Halloween Plans
Halloween starts long before the big night – make sure your brand is part of the plan as consumers head into mid-term and the spooky season.
