Halloween sales in Italy rise over 10% as pumpkin harvest falls 15%

Sales climb despite cost pressures

Italian supermarkets report that sales of Halloween-themed products rose more than 10% compared with 2025, even as households struggle with living costs and inflation. Figures from the Osservatorio dei supermercati Il Gigante show sweets and confectionery posting the sharpest gain at 15%, driven by demand for personalised cakes, snacks and candy. Costumes, make-up and accessories rose 10% year on year, while fresh pumpkins grew 5%, mostly bought for carving and home decoration. Giorgio Panizza, a board member of Il Gigante, said the main buyers are under-30s and families with children.

“Halloween is now a well-established celebration, enjoyed by adults and children alike.”

Sweets and confectionery15%

Costumes, make-up and accessories10%

Fresh pumpkins5%

Sweets and confectionery

15 %

Costumes, make-up and accessories

10 %

Fresh pumpkins

5 %

Data from the article text

Pumpkin harvest under pressure

Coldiretti, the farmers' organisation, expects Italy to produce more than 110 million kilograms of pumpkins this year, a 15% drop on the previous season, based on preliminary Istat data. The group blames heat waves, drought and hail for the decline, saying high temperatures and lack of water damaged flowering and fruit development. Coldiretti Lombardia reports a 20% cut in output in the region compared with last season, where about 1,600 hectares are planted with pumpkins. Nationally, around 6,000 hectares are under cultivation, concentrated in Lombardy, Emilia-Romagna and Veneto, followed by Campania, Lazio, Liguria, Sicily and Tuscany. Coldiretti says quality remains high, while the average retail price sits at 2 to 3 euros per kilogram and can double or triple when the pumpkin is sold peeled and cut.

A zucca economy worth over 30 million euros

Coldiretti values the Halloween pumpkin economy, covering cooking, carving and themed events, at more than 30 million euros. Most pumpkins grown in Italy are destined for food, but ornamental varieties and large competition specimens, which can exceed 1,000 kilograms, are gaining ground. Pumpkin patches, a fall tradition imported from the United States, are spreading across Italy as open fields where visitors pay to carve pumpkins and pose in themed sets. Coldiretti's market events in Campagna Amica outlets include carving lessons, cooking shows and tastings.

Theme parks and events

Gardaland's Magic Halloween runs for 51 days, from 12 September to 1 November, turning the park into a themed setting with new areas such as The Ghost Mill and the PREDA labyrinth. In Rome, Cinecittà World holds a Halloween event on 31 October from 11 in the morning until dawn, with attractions open until 23:00, DJ sets and a horror experience featuring an actor playing the original Italian Pennywise. The park is open until Sunday 1 November and pays tribute to actor Tim Curry. Rai reports that Italian parks from Gardaland to Mirabilandia are being transformed for the season.

Who celebrates

An Ipsos survey for Confesercenti found that 61% of Italians took part in or bought something for Halloween in 2025. The share rises to 73% among families with minor children and to 70% among adults under 34. Some 35% of those who celebrate choose events or public venues rather than staying at home.

All Italians61%

Families with minor children73%

Adults under 3470%

All Italians

61 %

Families with minor children

73 %

Adults under 34

70 %

Data from the article text