E-commerce sales for seasonal goodies like costumes, candy and decorations saw double-digit year-over-year growth as more than a third of Halloween items are now purchased online. Here's where sales landed this season plus a look at how penetration has increased year over year and the growth of some big players in the party and costume categories.


Of all seasonal spending periods tracked by Internet Retailer, Halloween is the holiday with the highest percentage of sales occurring online. Halloween is ahead of Valentine’s Day, Mother’s Day, the back-to-school period and Christmas/Hanukkah by more than six percentage points. Internet Retailer estimates e-commerce penetration was north of 34% this year for the revenue generated by Halloween products like costumes, candy and decorations during the month of October.

Among the group of specialty niche players, The Walt Disney Company Ltd., No. 117 in the Internet Retailer 2018 Top 1000 and a destination for children’s Disney princess and other character costumes, as well as Tipsy Elves LLC (No. 897), which is known for ugly Christmas sweaters but sells a variety of whimsical holiday apparel, lead the way in 2017 web sales growth. Party supplies purveyors like Party City Holdings (No. 283) and Oriental Trading Co. (No. 87) saw very little growth last year.