Halloween, Día de Muertos Boost Mexico Sales, NIQ Reports

Sales of seasonal products in Mexico spike in October and November as consumers celebrate Halloween and Día de Muertos (Day of the Dead), revealing distinct shopping behaviors across retail channels, according to NIQ México.

Consumers are increasingly combining physical and digital purchases to prepare for celebrations and altars. The wholesale channel outperformed, with sales 4% above the period’s average, while traditional stores declined 3% and self-service stores fell 12% below the mean.

During Halloween, candles led sales in self-service stores, with volumes 180% above a typical week. Table chocolate sales in the wholesale channel rose 68%, and marshmallow chocolate climbed 67%. Children’s candy also saw a 56% increase online.

Laura Calderón, NIQ México’s Leader of Customer Success Retail, noted that these patterns demonstrate how consumers leverage both online and offline channels to stock up on products for children and decorations. “Halloween has become a time for families to blend fun and tradition, with candles and chocolates as key items,” she said.

Día de Muertos shifts demand toward ceremonial and adult-oriented products. Candles in self-service stores surged 439% above average. Online liquor sales also saw significant growth, with rum and brandy up 308%, mezcal up 255%, vodka up 227%, and wines up 204%. This trend indicates that consumers rely on digital channels for higher-value or specialized purchases, prioritizing convenience and variety for altars and family gatherings.

The data highlights that Halloween drives purchases geared toward children and entertainment, while Día de Muertos reflects ceremonial and adult consumption patterns. Consequently, liquors and traditional sweets over-index online, while impulse items and candles dominate self-service stores.

The insights emphasize the importance of channel-specific strategies:

• Self-service stores: focus on impulse items.

• Wholesale channel: ensure broad product availability.

• Online channel: concentrate on planned purchases of premium items.