Brazil’s Halloween Gains Retail Traction, Yet Most Small Businesses Sit Out

Overview

• Globo’s August survey finds 33% of Brazilians plan to celebrate Halloween this year, rising to 50% among higher-income classes A and B, with stronger interest among younger adults.
• Serasa Experian reports 79% of entrepreneurs will not run Halloween actions in 2025, based on a September poll of 531 firms in which 88% were small and micro enterprises.
• Among the 21% of businesses planning campaigns, expected sales gains range from 10% to 30%, with social media cited as the top channel (40%) and physical stores next (33%).
• Companies that do participate point to competing retail dates and perceived low customer interest as leading challenges, cited by 51% of respondents.
• Major brands roll out themed products and activations, including Fanta’s annual push, Heinz’s limited “Mayo Halloween,” Krispy Kreme’s first themed campaign in Brazil, and seasonal lines in fashion and home goods.