What are you dressing up as for Halloween? Italia tops the European rankings for online purchase intentions (+118 per cent)
Idealo: Halloween is becoming increasingly established as part of Italian customs
On the night of 31 October, the scariest festival of the year returns: Halloween. And whilst the ‘night of the spirits’ used to be regarded as a purely Anglo-Saxon tradition, in recent years Halloween has become increasingly popular in Italia too.
In fact, our country ranks first in Europe for online swimwear purchase intentions, with a year-on-year increase of +118% over the last two years. And in October 2025, searches in the ‘children’s swimwear’ category rose by 83 per cent.
The rise in prices in this category did not, therefore, prove to be a cause for concern: the median cost of fancy dress costumes for young children actually rose from 22.87 to 23.95 euros (+4.7 per cent).
Among Italian adults, purchase intentions have risen by +126 per cent, whilst the increase in search queries has been more modest, at +54 per cent. Adults, however, can look forward to lower prices: they spend around 20.95 euros on a swimsuit.
The data comes from estimates by ‘Idealo’, a European price comparison website, which analysed trends in online costume purchases during October over the last two years. “Overall, Idealo’s data paints a picture of Halloween becoming increasingly established as part of Italian customs,” commented Alessia Peloso, country manager at Idealo Italia.
