The pumpkins are popping, the nights are drawing in, and the marketing minds are already thinking ahead: yes, the spooky season is upon us.

For many brands and businesses, Halloween has evolved far beyond the trick-or-treat checklist into a full-blown opportunity for creativity, engagement and seasonal momentum.

Why Halloween deserves your marketing spotlight

As one recent UK insight put it, retailers see Halloween as “yet another billion-pound opportunity”.  With the appetite for seasonal fun growing, brands can lean into limited-edition products, immersive experiences, playful social campaigns and more. The key? Authenticity, relevance and standing out.

Clever examples

Here are a few recent approaches that show what’s possible:

• Marks & Spencer (M&S) gave its classic range a spooky twist this year: think “Spooky Kookie Dough Bites”, pumpkin-themed treats and glowing tins. This is a great example of a familiar brand leaning seasonally without losing its core identity.
• Swizzels and other confectionery players launched Halloween-specific packs designed for trick-or-treaters and cost-conscious households.
• The styling and décor side of things also got attention: the mainstream media reported on the “pumpkin obsession” spreading across the UK, turning humble gourds into visual content gold.

Three creative angles to consider for your business

Whether you’re B2B or B2C, big brand or boutique, here are some seasonal ideas you can adapt now:

1. Limited-edition product or service tweaks - Add a “spooky” version of something you already sell - maybe special packaging, themed extras, or a one-off bundle. The sense of urgency around October helps drive interest.
2. Interactive/social campaign around the theme - Encourage user-generated content: share your costume, your office décor, your “haunted” workspace. Use a unique hashtag. Create a contest. Make it shareable. This boosts reach organically.
3. Experience + storytelling - Use the season to tell a story relevant to your brand. Maybe you “haunt” your own industry niches, or create a narrative about transformation, change, mystery, or surprise. Even small businesses can benefit from a playful storyline.

A quick checklist to get your Halloween marketing in gear

• Update visuals: Social profile banners, website hero images, email header—all reflecting the season.
• Plan communications: Do you have a Halloween-specific email, blog post, or social series scheduled?
• Tie into your core message: Don’t go seasonal for the sake of it, make the theme work for your brand.
• Consider logistics: If you’re doing a limited promo or product, ensure your supply-chain and fulfillment are aligned.
• Measure and learn: What works? What doesn’t? Use this season as a test bed.

Final thought

Halloween may be “just one day,” but for marketers it’s a month-long runway of creativity. It’s about mood, story, engagement - and yes, sales. Whether you go subtle or full haunted-house mode, the goal is to make your audience smile, share, and - ultimately - engage with your brand. So, carve out the time, gather your ideas, and let the good ghoul times roll.