Halloween: From Spooky Hype to Steady Tradition

Halloween has firmly taken root in the Netherlands. What once started as a niche celebration for expats and horror enthusiasts has grown into an annual tradition embraced by both young and old. Today, one in five Dutch people celebrate Halloween — either at home with pumpkins and candy, or out and about in theme parks, bars, and cinemas.

And its popularity shows no sign of slowing down. Halloween rests on two strong pillars: parents with young children who enjoy a little fright in their neighborhood, and (young) adults who love to join the fun through events, themed parties, and — of course — social media. Platforms like TikTok and Instagram are buzzing with horror trends, makeup tutorials, and spooky challenges.

Commercially, too, Halloween is booming. Stores are responding earlier each year with decorations, costumes, and candy, while special events and horror nights continue to expand. Meanwhile, the appetite for horror content on streaming platforms like Netflix and Disney+ keeps growing — with Stranger Things and Wednesday as the perfect symbols of how horror has gone mainstream.

The conclusion of our Holiday Monitor? Halloween has secured its place in the Dutch festive calendar — and its popularity will only continue to rise. 

Curious to learn more about how the Dutch celebrate Halloween and which target groups are leading the trend? Find all the data and information in our Halloween report.

👉 Including comparative data from previous years, packed with valuable insights for candy manufacturers, retailers (supermarkets, decoration and costume stores/rental companies), cinemas, theme parks, and event organizers.