I’ve never been a big Halloween fan. My Halloween has always been eating as much
By Danielle Waller · October 31, 2026 · Curated by George's Blog
I’ve never been a big Halloween fan.
My Halloween has always been eating as much candy as I hand out, then falling asleep to Hocus Pocus right after Bette brings it for “I Put a Spell on You.”
But something changed this year.
On the first crisp day of fall, I was walking my dog and felt the urge to decorate for Halloween. I got on Amazon and ordered lights, decorations, and a witch hat - from idea to purchase in less time than it took to walk around the block.
The Halloween spirit must have found me, because later that week, a friend sent an invitation for a Halloween party. I haven’t dressed up for Halloween since college, but luckily, I have had an idea for a couple’s costume for years. This invitation was the excuse to finally make it a reality! Once again, I hopped on Amazon and bought the 2-3 things that would check the box for this costume - my husband took a different approach for his part.
This week I watched him build his costume from scratch, and I realized the bare min I purchased was not enough. So where did I go? Right back to Amazon and bought more elaborate elements to add to my costume. I bought from brands that I hadn’t heard of, in categories I never shop. I didn’t even consider another retailer because I knew that if I couldn’t find it on Amazon, it likely didn’t exist, or there would be no way it would arrive before the party tonight.
I was the textbook seasonal shopper - a little sporadic, shopping when inspired and at crunch time. My season didn’t start on a calendar date - it started on a dog walk. And it kept going until the day before the party. And it all took place on Amazon.
That’s what Ryan M Craver and I got into when discussing seasonality for Amazon's Content Studio. Brick-and-mortar often has to lock in the seasonal moment based on retailers' planning calendars. Amazon lets brands read the signal and act on it, even in a season they’ve never played in before, and stay in the conversation after the moment passes. The catch: your media plan and your inventory have to be ready to move together.
For more on seasonality, watch the full clip below, and Happy Halloween! 🎃