Halloween decorations now outsell Easter items in Finland

Retailers including S-ryhmä, Tokmanni and K-ryhmä say Halloween purchases now cover decorations, costumes and seasonal sweets, and assortments have grown as the shopping season stretches. Tokmanni reports online Halloween sales begin almost immediately after summer and notes many shoppers start buying several weeks before the holiday. The shopping season has lengthened.

Decorations overtook Easter last year, with S-ryhmä reporting unit sales of Halloween items rose more than 50 percent between 2022 and 2025. Kesko has observed clear spikes in demand for seasonal décor and confectionery.

In Tampere, local retailers are experimenting with events and new sales tactics to keep customers engaged, reflecting broader shifts in how stores sell seasonal items downtown retailers' strategies. Kesko’s recent sales growth in Pirkanmaa also points to rising local demand Kesko’s Pirkanmaa sales growth.

Despite the rise in decoration spending, Easter still dominates seasonal treat sales. Traditional Easter sweets and baked goods continue to outsell Halloween confectionery, and retailers say some Halloween candy purchases overlap with early Christmas shopping. Street interviews in Tampere show mixed feelings: some residents stick with Easter traditions, others increasingly celebrate Halloween for their children, and households experienced in Halloween mostly buy sweets because decorations are already on hand.