Hershey has a name for the economy we’ve been describing all year: Treatonomics, “a consumer trend in which people prioritize joyful, memorable experiences and generosity over simply chasing the lowest price.”
That’s the second Halloween survey in two weeks, both with findings that will sound familiar if you’ve been reading our newsletter. We’ve covered who’s still spending, the K-shaped economy, and the case that a haunt sells memories, not scares. Hershey’s numbers put a bat on it: 41% of parents expect to be more involved in Halloween this year than last, 55% are in “Halloween mode” before October, and 67% already bought Halloween candy this summer.
But the most interesting findings for us lie in the sentiment analysis:
- “As consumers pull back on bigger purchases, they’re leaning into smaller moments of joy.”
- “Halloween fans aren’t looking for the bargain Halloween. They’re hoping to create and participate in the most memorable one.”
Guests are still spending on Halloween, and they’re looking for memorable experiences to connect with, even if it costs a little more. Value matters.
This week, eight Mickey’s Not-So-Scary dates sold out before the event even opens Friday. Guests aren’t waiting for October, and they aren’t hunting for the cheapest ticket. They’re hunting for the best night.
Traditions, Nostalgia, and the Question From June
The report also settles a question I raised back in June when Michaels bet its whole collection on nostalgia. I read that as anxiety, since people get nostalgic for times that felt better. While that could still be the case (as several economists argue), it can also be the transformation of Halloween into a tradition-based holiday.
“People aren’t extending Halloween because retailers put products on shelves earlier. They’re extending it because the rituals, flavors, traditions and treats give them something joyful to look forward to.”
Nostalgia is a look. Tradition is a behavior that repeats. That’s why this week’s retail news is a 100-year-old company still printing die-cuts from its 1920s archive, a folk artist whose vintage-style cat sells across three chains, and Monster Cereals turning 55. Guests aren’t buying the past. They’re buying the thing they do every year, and your haunt can be that thing.
The IP Wars, and the Market in the Zag
Which brings me to the IP Wars. Sony landed at all five Howl-O-Scream parks, Jason is coming to three Six Flags parks, Ozzy completed an HHN lineup, and Jackson Wang is making a haunted house at Ocean Park. Now all the major theme parks have at least one IP-based haunt. That seems inevitable with the trend, and since their summers were struggling, the IP investment seems like a safer bet to guarantee crowds.
However, the supply side is the fascinating part: License Global reports licensed products hit $338 billion last year, and 45% of brand owners now name location-based entertainment a top priority for the next two years, ahead of publishing, streaming, and video games. The licensors are shopping as hard as the parks are buying.
If you’re big enough to license, the sellers have never been more motivated. But when every major event is licensed, there’s a market in the zag.
Netherworld announced its 30th season this week and marked the milestone by going deeper into its own mythology, the same week Sony arrived everywhere else. Every dollar it isn’t spending on fees and approvals goes into the build, and after 30 years its characters are the IP. Original is about to become the differentiator, and Treatonomics says the guest is paying for the memorable night either way.
This essay first appeared in the Haunted Attraction Network weekly newsletter. Subscribe to get it in your inbox each week.
