Halloween marketing ideas for cafés, salons and small shops (you can still do this week)

Halloween falls on a Saturday this year, 31 October. That's good news for cafés, salons and shops: a weekend day when people are out, in costume, and looking for things to do.

People are spending, too. The National Retail Federation expects U.S. Halloween spending to reach $13.5 billion in 2026, with 74% of people planning to celebrate. And 13% plan to buy Halloween items from local or small businesses, almost double the 7% who said so in 2016 (NRF Halloween data, 2026).

You don't need a big budget or a costume shop's worth of decorations. Below are cheap ideas sorted by business type, a simple 10-day plan, and posts you can copy.

Ideas for any small business

1. One themed item, not a themed menu. Take something you already sell and give it a Halloween name and look. One item is easy to make, easy to photograph and easy to talk about.

2. A costume day. "Come in costume on Saturday, get 10% off" is simple to check and fun for staff. Keep it to one day and say exactly what it covers.

3. Be a trick-or-treat stop. NRF says handing out candy is the most popular way people mark Halloween (61%). Put a sign in the window, "Trick-or-treaters welcome, 3–6 pm", and a bowl by the door. Parents remember the places that were friendly to their kids.

4. Decorate one spot really well. A window or a single photo corner beats cobwebs everywhere. Make it a place people want to take a picture.

5. Run a tiny contest. "Best costume photo tagged at our shop wins a free coffee" or "Guess the number of sweets in the jar". Pick a winner on 1 November and post it.

Ideas for cafés and bakeries

• A "potion" drink. Rename a seasonal latte or hot chocolate ("Witch's Brew", "Pumpkin Potion") and add one visual touch: orange sprinkles, a cinnamon "spider web" on the foam, a black paper sleeve.
• Decorate-your-own cookie or cupcake. Sell plain biscuits with a small pot of icing and sprinkles for kids. It keeps families at the table longer.
• A morning-after offer. On Sunday 1 November, a "recovery" breakfast deal for the people who were out the night before.
• Leftover-friendly treats. Mini pumpkin muffins or "monster eyes" cake pops use ingredients you already stock.

Ideas for salons and barbers

• Halloween hair and nails. Offer two or three themed looks for the week: orange or black nail art, coloured streaks, glitter roots, a slicked "vampire" style. Show them on a small card at reception.
• Costume-ready appointments on Friday and Saturday. Many people want their hair or makeup done for a party. Open a few extra slots and say so.
• Temporary colour. Wash-out colour and glitter suit people who want something for one night only.
• A photo wall. A simple backdrop near the mirror. Clients post their finished look, and your salon is in the picture.

Ideas for shops and boutiques

• A themed window. Arrange your own products in orange and black, or make a "what's in the cauldron" display.
• Costume add-ons. Group items that could finish a costume: hats, scarves, gloves, face paint, jewellery. Put them near the door with a sign: "Last-minute costume? Start here."
• Treat at the till. A bowl of sweets for kids at checkout costs little and makes the visit memorable.
• A small bundle. Pair a best-seller with a seasonal item for the week only.

A simple 10-day plan

When	What to do
Wed 21 – Thu 22 Oct	Choose one or two ideas. Buy what you need. Write your sign.
Fri 23 Oct	Post your announcement (see below). Add an offer post to your Google Business Profile.
Sat 24 – Tue 27 Oct	Put up the window or photo corner. Start the themed item. Tell regulars at the till.
Wed 28 – Thu 29 Oct	Post a photo of the item or display.
Fri 30 Oct	Reminder post: "Tomorrow!"
Sat 31 Oct	"We're open and decorated" post with today's hours. Hand out treats.
Sun 1 Nov	Thank-you post with the best costume photos (with permission). Take decorations down.

Posts you can copy

Announcement (café):

🎃 Our Witch's Brew is back for Halloween week: [describe drink]. Come in costume on Saturday the 31st for 10% off. Trick-or-treaters welcome 3–6 pm!

Announcement (salon):

🕷️ Halloween looks are here: orange and black nails, glitter roots and wash-out colour. Extra slots on Fri 30 and Sat 31 Oct for party-ready hair. Book at [link/phone].

Announcement (shop):

👻 Last-minute costume? Our Halloween corner has hats, scarves and accessories to finish your look. Plus treats at the till for little ghosts, all week.

Reminder (any business):

Tomorrow's the big night! We're open [hours] and the treat bowl is full. Costumes very welcome. 🎃

Window sign:

Trick-or-treaters welcome! Saturday 31 Oct · 3–6 pm 🍬

Check what worked

On 1 November, write down three things while you still remember them: how many themed items you sold, how many people came in costume, and which post got the most comments or messages. It takes five minutes, and next year you'll know which idea to repeat and which to drop. Keep the sign and decorations in a labelled box so next October starts half-done.

Keep it easy (and kind)

• Do less, better. One great themed item and a friendly sign beat ten half-finished ideas.
• Keep it optional. Not everyone celebrates Halloween. An "autumn" version of your idea and a costume discount that's a bonus, not the only offer, keeps everyone welcome.
• Think about allergies. If you hand out sweets, choose wrapped ones and keep the packets for ingredient labels.
• Ask before posting photos of customers, especially children.

If you'd rather not write all of this yourself, GBot's Mia can draft your Halloween posts and window sign copy for you to edit, so you can spend the week behind the counter instead.

Want people to find you after Halloween too? Read how to reply to a bad Google review and what to put online when Google's AI calls your business.