The global rise of Halloween: how storytelling turned a small tradition into a worldwide event

Whether it’s children out ‘trick or treating’ on the quiet streets of a rural English town, or massive costume parties thrown in the bustling cities of Japan, Halloween has become a day of celebration observed by a multitude of countries, cultures, and people.

And amid a generational shift in spending, the amount of money spent globally on Halloween celebrations has skyrocketed in recent years. But how exactly did this ancient Celtic festival evolve into a global phenomenon? The answer lies in a captivating blend of storytelling and social media.

Weaving a web of tales: The story at the heart of Halloween

Right from its early beginnings as the pagan festival of Samhain, Halloween has been deeply rooted in storytelling. Samhain marked the end of summer and the start of winter, a time in which the Celts believed the boundary between the living and the dead was blurred, and celebrated by lighting bonfires, wearing costumes, telling fortunes, and sharing spooky stories.

Now, some 2,000 years later, much of the celebrations remain the same. Myths and legends that have been passed down through generations lay the foundations for an international event revolving around the supernatural and unknown.

And while the medium for sharing those haunted tales may have changed, we are still telling them. Horror films have brought them to the big screen and social media has become our virtual campfire – where users share their own Halloween narratives through costume reveals, haunted house tours, and spooky makeup tutorials.

All this combined has led to a constant flow of user-generated content, keeping the spirit of Halloween alive and fuelling its global spread.

Social media: Driving Halloween’s global domination

While storytelling might be at the heart of Halloween, social media has become its voice, broadcasting its eerie charm to every corner of the world. Platforms like TikTok, Instagram, and Facebook have become a vital part of the festival, helping people showcase their creativity, broadcast the fun of their Halloween parties, and inspiring others to participate.

Of course, the US still leads in the festivities, with over 175 million Americans participating and over $11.5 billion spent on costumes, decorations, and candy. But European countries are getting more and more involved. In the UK, 49% of Brits now buy related items annually, and 19% of adults actively celebrate. In Germany 37% of millennials plan to dress up and attend parties. Similar growth can be seen in other European countries including Spain, Italy, France and Bulgaria. Even in Asia, where Halloween has never been a tradition, it’s growing in popularity.

The majority of this can be attributed to the spread of American pop culture through movies, T.V shows and, of course, social media.

The nightmare before Christmas

Ultimately, the story of Halloween’s global rise underscores the power of cultural narratives and modern media in shaping traditions. As social media continues to connect the world, we will no doubt see a further evolution of the holiday – with storytelling and online engagement driving its reach.

Of course, other holidays still hold the top spot for global celebrations – including massive religious festivals like Christmas, Diwali, and Hanukkah – but with its growing popularity in younger generations, Halloween is creeping up behind.

Photo by William Nettmann on Unsplash.