Halloween is a big deal for most businesses. Last year, the NRF (National Retail Federation) predicted that Halloween spending would hit a record $13.1 billion. That makes it one of the best times of year to boost your sales, especially if you sell candy, costumes, gifts, or greeting cards. But even if your product has nothing to do with Halloween, you can still make the most of the holiday with a strong email strategy.
As an event, Halloween has been quite popular in Western nations like the USA & UK, but it’s also starting to gain popularity in Asian countries such as Japan, India, and Thailand. So, regardless of where your subscribers are, it is always a great idea to send a marketing email at times like these.
Halloween email marketing
There’s no denying that email is one of the most cost-effective ways to reach your existing audience, it’s both efficient and cost-effective at the same time. So if you are planning to get some sales boost this Halloween then email marketing needs to play an important role.
This Halloween will have the highest spending per person ever, and more people are joining the celebration, so it will be a big event.
Note: The above infographic is based on NRF 2025 data; the 2026 data has yet to be published.
Key points to remember when planning
Have a catchy subject line
Having a good email subject line increases open rates and drives engagement. Make sure your subject line stands out by using an eye-catching emoji, catchy text and keeping it short.
Remember that you only have a few seconds to catch your subscribers’ attention, so keep your subject line simple, humorous and to the point.
Make it fun and witty to match the energy of the Halloween season. You can also add some spooky vibes by using Halloween-themed email phrases.
Here are a few email subject lines that you can use:
- 🎃 A Spooktacular Surprise Awaits, [First Name]
- Something wicked this way comes
- 31% off for the 31st 🎃
- 🍬 Treat Yourself to [Product/Benefit]
- A treat, no trick required: 25% off
- Your Halloween treat is waiting
- Last chance before it disappears
- The clock is ticking ⏰
- 👻 No Tricks, Just [Offer/Benefit]
- 🔥 Fright Night Special: [Offer] Ends Tonight
Note: These are just general subject line examples. Feel free to use them for inspiration or create your own. If your email is about something different or isn’t focused on selling, it’s better to use a different subject line.
Use Halloween-themed images
Adding Halloween images and visuals can help grab your readers attention and make your emails stand out. These visuals also make your message easier to understand.
Halloween is about spooky fun and jokes. Use Halloween-themed visuals that match your brand to make your campaign feel natural and connect with your readers. Your email design should also use Halloween inspiration, just like your visuals.
If you aren’t a designer and need help, you can easily create these images with ChatGPT or Google Gemini. Just upload your product or a reference image and describe what you need.
Use Halloween-specific content
Apart from visuals, the content that you add to your email should also be Halloween inspired.
Some examples of Halloween-themed content that you can include in your email campaigns are:
- Spooky recipes or cocktails for Halloween parties
- DIY Halloween decorations or costume ideas
- Recommendations for scary movies or books
Remember to keep the content fun and engaging, and don’t forget to include Halloween-themed visuals to make your emails stand out.
Halloween-specific promotions and discounts
Halloween is a very popular holiday, so it’s a great time to boost sales. Give your subscribers special offers and discount codes. This way, you can use the fun Halloween mood to turn more people into customers.
Make your promotions and discount codes Halloween-themed, and make sure they stand out in your emails. This will help attract more attention and increase sales.
Send multiple email campaigns
Don’t only send your marketing email on October 31st.
Send emails before and after Halloween, too. Start early with teaser emails to build excitement. After Halloween, send a follow-up to everyone, in case they missed your earlier messages.
When to send your Halloween emails
The most common mistake people make is sending their Halloween email campaign just a day or two before Halloween. By then, however, most people have already bought their costumes, sweets and decorations.
People start searching for Halloween in early September, and searches peak in mid-October. Your emails should follow this same timing.
Here is a schedule that generally works well:
When | Purpose | |
|---|---|---|
Mid-to-late September | The teaser | Announce something is coming. Build the list. |
First week of October | The main event | Your offer, guide or feature piece. |
Around 20–25 October | The reminder | Urgency, last order dates, stock levels. |
30–31 October | The final call | Short, punchy, one clear link. |
1–2 November | The follow-up | Thank you, leftovers sale, or a bridge to Bonfire Night and Christmas. |
Not every sender needs all five emails. If you think five is too much for your audience, then sticking to just two or three is fine as well.
Additionally, if you sell physical products, ensure that your email timelines are aligned with your shipping and delivery dates. For example, if you sell costumes, then it's highly likely that most of your customers would like to have the costume delivered at least a week in advance.
You can also add text like “Order by Tuesday to get it before the party” to add urgency to your email campaigns.
If you sell physical products, work backwards from your final shipping date and make the deadline clear. “Order by Tuesday to get it before the party” is much more useful than “Happy Halloween”.
Halloween email examples
Now that we understand why Halloween is important and how email marketing helps, let’s look at some design examples and see what we can learn.
ModCloth
ModCloth offers clothing that’s perfect for Halloween. Since their products fit the occasion, a simple email can still be effective because many subscribers are already looking for costumes.
If your business is in a similar category, you can send a general Halloween-themed email featuring products that are perfect for Halloween.
DogVacay
DocVacay is a pet boarding-related business, and that may or may not have something to do with Halloween. Their service can still be used by pet parents who are likely travelling during Halloween, but that’s not a great statement to begin with.
Hence, DocVacay started with examples of Halloween costumes for pets and then mentioned their service later. This way, their content stayed super relevant and likely had a better engagement rate compared to a general marketing email.
Uber
Uber’s situation is similar to DocVacay’s. Their service may not be directly linked to Halloween, but it can be used by anyone who wishes to travel by cab during Halloween.
LendingTree
LendingTree’s Halloween campaign is a good example for businesses whose products or services aren’t related to Halloween.
Though LendingTree is a loan marketplace, they focus on the creative use of copy to connect their service with the Halloween theme.
Tushbaby
Another great example of a Halloween email campaign is Tushbaby’s. Like Uber, their product isn’t directly related to Halloween, as it’s designed for everyday use.
However, they cleverly showcased their product as part of different Halloween costumes, highlighting its benefits both during Halloween and beyond. It’s a great example of seamlessly integrating a product with a seasonal event.
Conclusion
Use this blog as your quick guide for Halloween and other similar celebrations.
To create a successful email campaign, tap into people’s excitement for the holidays. Send them Halloween-themed content and special discount coupons. This way, you can turn your subscribers into customers. For ideas, look at examples from other brands that have done this well.
