How Halloween became America’s next billion-dollar holiday

Halloween has ballooned into a $12.2 billion spectacle, with towering skeletons and animatronic ghouls turning neighborhoods into seasonal attractions.

For decades, Halloween decorating meant carving a pumpkin, maybe hanging a paper ghost in the window, and calling it a day. But in recent years, front yards across America have transformed into elaborate, larger-than-life displays with towering skeletons, massive inflatables, and entire haunted graveyards. What was once a holiday centered on candy and costumes has ballooned into a full-blown decorating season, rivaling Christmas in scale and spirit.

The Advent of the 12-Foot Skeleton

It’s hard to pinpoint the exact moment when Halloween décor went from modest to massive, but most agree the trend caught fire with the release of Home Depot’s now-famous 12-foot skeleton in 2020. Dubbed “Skelly” by fans, the oversized figure quickly sold out, with shoppers lining up or refreshing websites just to snag one. Social media exploded with photos of the skeleton posing in outlandish ways—from wearing Santa hats in December to hanging out by the pool in July. Suddenly, one decoration wasn’t just a seasonal purchase, it was a cultural phenomenon.

The Popularity of Going Big

Why did Americans fall so hard for giant Halloween props? Part of the answer lies in the collective need for joy and spectacle during the pandemic years. With trick-or-treating canceled or scaled back, families turned to yard displays as a safe way to share the holiday spirit. The bigger, the better; after all, a towering skeleton could be enjoyed from the street at a safe distance.

But the trend didn’t fade after restrictions lifted. Instead, it expanded. Retailers introduced towering witches, oversized werewolves, animatronic ghouls, and massive inflatables ranging from dragons to pumpkin-headed monsters. Stores like Lowe’s, Target, and Spirit Halloween joined in, competing with Home Depot to release ever-more outrageous creations each season.

A Shift in Holiday Spending

Americans now spend billions of dollars on Halloween annually, and a growing share of that goes toward decorations. According to the National Retail Federation, Halloween spending in 2023 reached a record $12.2 billion, with more than $3.9 billion dedicated to home and yard décor. This year’s projection is $13.1 billion. Consumers aren’t just buying candy and costumes anymore; they’re investing in large-scale displays that transform their homes into neighborhood attractions.

The Social Media Factor

Social platforms like TikTok and Instagram have accelerated the craze. Videos of giant skeletons “dancing” in yards or of families setting up elaborate haunted house scenes go viral, inspiring others to up their decorating game. Hashtags like #12footskeleton and #HalloweenYardDecor rack up millions of views. Halloween has become not only a community event but also a shareable, performative one—people decorate not just for their neighbors, but for the world.

Competition in the Neighborhood

In some towns, the rise of oversized Halloween décor has sparked a friendly arms race. Neighbors compete to see who can create the spookiest, funniest, or most creative display. Some neighborhoods even organize drive-through Halloween tours, encouraging families to explore and admire the spectacle. Much like Christmas lights, Halloween displays have become a seasonal attraction.

The Practical Side

Of course, giant decorations come with giant challenges. Storage is a big one; where do you put a 12-foot skeleton for the other 11 months of the year? Some people build custom sheds, while others get creative by keeping Skelly up year-round in different costumes. Cost is another factor. Large animatronics and oversized props can run anywhere from a few hundred to over a thousand dollars, making them an investment rather than an impulse buy.

Environmental Concerns

With inflatables and animatronics comes increased electricity use. Critics have noted that running lights, fog machines, and animatronics night after night can rack up energy bills and contribute to environmental impact. Some eco-conscious decorators turn to solar-powered lights or timers that limit how long displays run each evening.

The Fun of Storytelling

One of the most appealing aspects of giant Halloween décor is the storytelling potential. A single skeleton might be fun, but a dozen props working together can create a narrative: perhaps a graveyard overrun by zombies, or a family of giant pumpkin monsters taking over the lawn. Homeowners often delight in watching trick-or-treaters and passersby engage with their displays, pointing out details or inventing stories of their own.

What’s Next for Oversized Halloween Décor?

If recent years are any indication, the trend is only getting bigger. Home Depot’s 2025 lineup includes a 13-foot animated Jack-o’-lantern ghoul, while Lowe’s has debuted a towering animatronic spider with glowing red eyes. Specialty retailers and DIY enthusiasts are also pushing the boundaries, crafting custom props that go beyond what’s available in stores.

Halloween has always been about imagination, but today’s giant decorations give that imagination a physical, larger-than-life outlet. What started with one massive skeleton has grown into an entire movement, turning neighborhoods into open-air haunted attractions each October.

The Takeaway

The advent of giant Halloween décor reflects more than just a love of the spooky season. It speaks to a cultural desire for fun, community, and spectacle. In an age when holidays are shared as much online as they are in person, going big has become the norm. Whether you’re a fan of the towering skeleton or prefer a classic carved pumpkin, there’s no denying that Halloween has grown into one of America’s biggest, boldest celebrations.