Entering September heralds the beginning of the peak sales season for cross-border e-commerce in the second half of the year. As the first important holiday in the peak season in the second half of the year, "Halloween" related terms have recently occupied hot searches on major platforms, and related sellers have also experienced a surge in orders. Not only Halloween products, some sellers reported that sales of Thanksgiving products have also increased.

    A previous survey showed that more than 80% of sellers failed to meet their goals for the first half of the year. Promotional festivals such as Halloween, Thanksgiving, Black Friday and Cyber Monday, and Christmas are all concentrated in the second half of the year, so many people are eagerly looking forward to them, hoping to boost annual performance. As the beginning of the peak season in the second half of the year, the performance of Halloween indicates the quality of this peak season to a certain extent. So how are Halloween sales this year?

All the Halloween promotions: some people are selling out, and some people have already cleared out the goods at 50% off

    Compared with previous years, this year’s offline Halloween sales came very early. In July, some Americans discovered that a supermarket in suburban New York had Halloween candy on sale. By the end of August, some sellers said that many supermarkets in the United States had reserved the best locations (at the entrance) for Halloween products.

According to NRF research data, total Halloween spending in the United States is expected to reach US$11.3 billion in 2023, exceeding US$10.6 billion last year, with per capita spending about US$100 on Halloween-related products.

In fact, overall Halloween sales are showing signs of accelerating this year. Data shows that the seaborne import volume of Halloween-themed goods in the United States reaches its peak in July every year, but this year’s peak has already arrived in June. In addition, it has been observed that online sellers have also started selling Halloween products in late August. Some sellers have prepared products worth tens of millions of dollars, waiting for the opportunity to sell orders.

Data from Google Trends clearly shows the rising path of Halloween popularity. Starting in early July, the search popularity for Halloween decorations (Christmas decorations) suddenly picked up and has been rising ever since. Last week (as of September 19), Halloween decorations has reached the top of the search terms rankings in the United States and Asia. In late August, it was still outside the 100th place, which shows its popularity.

Currently, Halloween products have reached their sales peak, and many sellers have reported that their products have begun to sell out. However, human beings' joys and sorrows are not the same. While they are excited about the soaring order volume, some sellers are clearing out their stocks at breaking prices. Some sellers reported that some people have already cleared the goods at a 50% discount.

What's even worse is that some sellers' goods have not yet been delivered due to various reasons. Generally speaking, most sellers' Halloween products have been put on sale in late August. Those that are still floating on the sea may have to be kept until next year. .

Last year, due to factors such as inflation, the global economic recession, and the emergence of "price butcher" Temu, the prices of Halloween products were very "volatile". A large number of sellers lamented that their profits were almost zero, and in late October they cleared out large quantities of goods at rock-bottom prices.

The price war continues this year, but Temu seems to be trying to escape from this battlefield. It has been observed that the prices of many Halloween products on Temu are almost the same as those on Amazon. For example, props for death victims, Temu sells for US$8.99~11.98, and Amazon sells for US$8.99~US$11.98. US$9.95 ~ US$14.99. One seller even discovered that the price of a Halloween mask he sold on Temu was $3 higher than on Amazon.