Halloween is increasingly made up of small moments that unfold throughout October—from school celebrations and trunk-or-treats to neighborhood gatherings, teacher treats and gifts shared with friends. Boo baskets — a curated collection of treats and seasonal finds for friends, children, teachers, neighbors or hosts — are one expression of that shift, reflecting a broader desire for simple ways to connect and celebrate beyond Halloween night.
The shift shows how people plan for the holiday. According to the National Retail Federation’s 2026 Halloween survey, 49% of consumers planned to begin shopping in September or earlier, up from 34% a decade ago. More than a social trend, boo baskets reflect a broader desire for approachable, personal ways to make seasonal moments feel meaningful.
Halloween is becoming a season of smaller moments
Boo baskets stand out because they reflect two broader shifts in how people celebrate. Holidays are stretching into longer seasons filled with smaller moments, and gifting leading up to Halloween night is becoming more common and centered on the recipient. By bringing together a few items chosen with someone’s interests in mind, a simple seasonal gesture can feel thoughtful and intentional.
“Customers are beginning their Halloween shopping earlier, stocking up on both candy and non-food treats to hand out, and celebrating throughout October and finding new ways to share the fun beyond a single night of trick-or-treating,” said Brian Eason, Vice President of General Merchandise and Consumables at CVS Health. “Boo baskets are one example—an easy way to turn a few seasonal favorites into a thoughtful gift for someone else.”
More ways to take part in Halloween
CVS Pharmacy is part of many of these everyday moments, with convenient options for school celebrations, neighborhood gatherings, gifting and sharing throughout the season. That makes it easier for people to take part in Halloween in ways that work for them.
Halloween beauty is another example of how seasonal participation is expanding. Sheet masks, lip products, press-on nails, bath items and accessories offer expressive, useful ways to join the season without choosing a costume or embracing a head-to-toe look. They also make Halloween more giftable because many of the products can be enjoyed before and after October 31.
That variety gives people more ways to make the season their own. Candy, toys, activities, beauty, décor, snacks and reusable containers may be purchased separately, but together they allow someone to build a gift around a recipient, occasion or budget. Convenient access in stores and online helps turn an idea into a thoughtful gesture.
Seasonal ideas do not always require a wholly new product. A limited-time flavor, playful format or fresh take on a familiar favorite can make it feel special again. For Halloween, CVS Pharmacy has introduced limited-edition Well Market® snacks inspired by nostalgic and seasonal favorite flavors, including milk chocolate waffle cones with popping candy.
Celebrating someone in a personal way doesn’t have to cost a lot. A pumpkin pail filled with a few Halloween-themed squishy toys and fidgets, for example, can help a child with food allergies feel included in the Halloween fun.
The bigger shift behind the boo basket
The broader lesson is that people are not only shopping for Halloween; they are creating new rituals around it. From recognizing a teacher or gathering with neighbors to sharing a boo basket or food-allergy-friendly gift, these smaller moments offer simple, affordable ways to connect —and CVS Pharmacy can help make them easier to create throughout the season.
