Observed Signal · Oct 26, 2026 · Market Signal · Source: Wolt · Impact: 2/5
Pumpkin Spice, Soup and a Last-Minute Rush: How Wolt Data Reveal Europe’s Halloween Habits
Halloween is becoming a bigger seasonal moment across Europe, with shopping accelerating sharply in the final days before October 31.
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German Retail Expects Stable Halloween Sales Despite Consumer Slump
The German Retail Association (HDE) forecasts that consumers will spend around €537 million on Halloween in 2026, a 3.3% increase year-over-year, despite a slight decline in the share of shoppers planning purchases (14.9% vs. 15.2% in 2025). This growth is driven by stronger demand for decorations, food, and beverages, while spending on sweets and makeup is expected to decline. The HDE sees this as a sign of Halloween's growing importance in the German retail calendar, with sales now 69% above 2019 levels. The forecast provides opportunities for seasonal promotions, though not all retail segments will benefit equally.
Black Friday Peak Trading Moves to October
Black Friday remains a key conversion moment, but the peak trading window is shifting earlier. Analysis from Experian and Reward, based on 1.4bn UK transactions, shows the 2024 peak window grew by over 10%, with October and December outperforming November. IMRG reports that 60% of tracked retailers launched Black Friday campaigns earlier in 2025, and half ran longer campaigns. Consumers are also starting earlier: Barclays found 60% of UK Black Friday shoppers began searching in October, while 68% were skeptical about deal value. Major retailers like Amazon and Currys have moved promotions into October. The article argues brands should use October to build audiences, test creative, and capture first-party data, rather than waiting for November's peak auction prices.
Wolt and Deliveroo Launch Joint European Commerce Media Platform
Wolt and Deliveroo, both subsidiaries of US delivery giant DoorDash, are consolidating their advertising businesses into a unified commerce media offering across nearly 40 markets in Europe and the Middle East. The initiative, announced at a joint advertising summit in Copenhagen, introduces three revised solutions: Spotlight, a large-format homepage placement; Sponsored Products, which highlights items during the shopping journey; and an upgraded Ads Manager for self-service campaign management. The new platform, led by Global Head of Advertising Catalina Salazar, aims to help brands, retailers, and agencies plan cross-platform campaigns and measure their impact on actual purchases. Internal data shows that in H1 2026, over 80% of eligible campaigns in EMEA demonstrated a link between ad exposure and a purchase within seven days. Additionally, nearly 60% more customers tried new brands compared to the previous year, with pet care seeing a 62% increase in trial. The move positions Wolt and Deliveroo as significant retail media players, leveraging transactional data to offer performance-based advertising solutions.
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