Halloween Spending in Colombia: Top Brands and Consumer Trends

Halloween spending in Colombia has evolved into a significant shopping season, with brands vying for online attention before October 31. According to a Buzzmonitor study, LOS40 Colombia led social media discussions, comprising 14.1% of brand mentions. Crem Helado's Paleta Dracula came in second with 12.1%, while Colombian candy maker Colombina followed closely with 11.1%.

The study analyzed posts containing the terms "Halloween," "noche de brujas" (witches' night), and "dulce o truco" (trick or treat) linked to Colombia, measuring brand mentions and reactions rather than sales or consumer preferences. This data reveals the competitive landscape of Halloween marketing in the country, spanning sweets, shopping, family activities, and nightlife.

The findings also raise practical questions for households and retailers: How much do Colombians spend when online Halloween excitement translates into purchases, and which brands dominate the conversation? LOS40 Colombia secured the top spot in the conversation, partly due to its early start in sharing costume ideas and promoting its Halloween event, "La mejor fiesta de Halloween," scheduled for October 29.

Paleta Dracula earned second place with its fitting name and look, while promotional efforts such as collectibles, video games, and live broadcasts with streamer Westcol contributed to its strong showing. Other notable mentions include Awooween, an event linked to singer Ryan Castro, which accounted for 8.1% of mentions, and Jaloguin and Ron Viejo de Caldas, both reaching 7.1%, highlighting that adult parties also vie for attention alongside candy and other seasonal products.

In terms of categories, sweets, ice cream, and snacks captured 24.4% of the conversation, shops and shopping malls claimed 22.2%, and events and parks attracted 21.1% of the discourse. Reactions to posts provided a slightly different picture, with LOS40 Colombia gathering 50.8% of all interactions, followed by supermarket chain Exito with 22.8% after promoting family celebrations and offering 20% off costumes through its Crediexito card.

These results underscore how Halloween in Colombia encompasses family treats, shopping trips, and nightlife, prompting the question of how much each activity costs households.