Halloween on course to overtake Carnival for costume sales, party stores say

Halloween is a growing trend in Catalonia. Two decades back, the holiday was barely seen here, but thanks to immigration from countries where it is popular, as well as an ever-growing international media landscape, the sight of trick-or-treaters and ghoulish zombies is becoming more and more common. 

Even decorations are commonly found in businesses and establishments in the month leading up to October 31. 

Yolanda Martín, proprietor of Atucom, a costume shop in Eixample, tells Catalan News that Halloween is “getting bigger every year.”

“Before, we used to sell a lot more for Carnival than for Halloween,” she says. “Since the pandemic, it’s about 50/50."

Carlos Fernández, owner of another costume shop in the heart of Barcelona, Welcome Fiestas, echoes the same sentiment: “Carnival is going down in popularity, and Halloween is growing.”

Martín laments the growth of the imported holiday, to the detriment of local customs. “Halloween is growing, but sadly, Carnival is becoming less popular. Carnival is our thing, and it’s not a good thing that it’s getting lost.”

Carnival is celebrated in Catalonia usually in February each year, and brings a week of costumes, partying, and debauchery to the streets and squares of the territory. 

Changing demographics go some way to explaining this shift. “Consider that there are many countries that don’t celebrate Carnival,” says Martín. “For them, their Carnival is Halloween.”

Meanwhile, Fernández explains the growth of Halloween by the fact that “it’s an excuse to have a party, that’s enough.”

Castanyada

Traditionally, Carnival has been the time to dress up in costume in Catalonia, while late October/early November has been the reserve of Castanyada, with roasted chestnuts, panellets, sweet potatoes, and sweet Moscatell wine.

Martín tells Catalan News that “bit by bit, some are trying to fuse Castanyada and Halloween together. Some are in favour, some are against it.” For her, “both things can be celebrated.”

Fernández celebrates the “fusion” of the two holidays, forming a hybrid ‘Castaween’ holiday.

The presence of so many American movies and television shows showing Halloween has no doubt had an influence on its growth worldwide. This prompts Yolanda Martín to quip, “if they made films about Castanyada, people would be more excited to celebrate Castanyada.”

Best sellers

For Halloween costumes in Catalonia, the classics are the best sellers, according to the two merchants consulted by Catalan News.

“It’s no longer about demons or Draculas or Frankensteins,” Fernández says, “but rather characters that we’re familiar with, like from Money Heist, Squid Game.”

He adds that “terror clowns” are also very popular, as “they give you the chance to do makeup as well.” He adds too that there is a particular joy that comes with dressing up and putting on another identity for a short period of time, allowing people to behave in a more playful and mischievous manner. 

Popular culture always has a strong influence on the annual choices people make for Halloween costumes. Both sellers say that KPop Demon Hunters has been the most in-demand costume this year, but sadly, neither store has any stock of the costumes as they have not been prepared in time by the suppliers. 

Both Martín and Fernández say they should have them stocked hopefully for Christmas, and definitely for Carnival.