Exclusive: Walmart dives into Summerween with early Halloween push
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Walmart is diving into the rising Summerween trend — where Halloween meets the summer heat — with new "Summer Frights" sections in select stores, the retailer shared exclusively with Axios.
Why it matters: Halloween fans aren't waiting for fall to shop for the holiday, which is big money for retailers.
- Last year's sales were projected to reach $11.6 billion, according to the National Retail Federation's annual holiday survey.
- The NRF has seen the percent of consumers shopping for Halloween before October increase from 32% in 2014 to 47% in 2024.
The big picture: The world's largest retailer tells Axios that around 1,000 of its stores nationwide have added the early Halloween displays, which are quickly gaining a following on TikTok. The products range from $1 to $10.
- Walmart views Summerween as a chance to lean into popular trends "in fun and affordable ways," Marlena Bond, the company's vice president of seasonal, told Axios.
- Some products like the Summerween Velvet Plush Throw are already out of stock online in some designs.
State of play: Halloween is one of the seasonal events most affected by tariffs, with shortages possible.
- The Halloween and Costume Association warned in April that tariffs are threatening to "wipe out Halloween and severely disrupt Christmas unless urgent action is taken."
- Michele Boylstein, the association's executive director, previously told Axios that members reported "a wave of order cancellations, and it's creating serious concern about whether shelves will be stocked in time for Halloween."
Flashback: The Summerween concept originated with a 2012 episode of Disney Channel's "Gravity Falls," but has grown in recent years because of social media.
What's next: Walmart told Axios that a new DIY pumpkin head figure will debut during its upcoming July Deals event, which is held July 8-13, with Walmart+ members getting early access.
- In the fall, the company says it will have textured terracotta and paper mâché pumpkins and the return of 5' and 7' skeletons.
Zoom out: Walmart isn't alone with its early start. Michaels launched two of its five Halloween collections June 13 and has two planned for July.
- Expect other retailers to enter the fray soon.
- Spirit Halloween announced last week that it plans to open more than 1,500 stores and is hiring 50,000 retail associates. Its website teases to check "back mid-August to find your local Spirit Halloween store."
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