Before launching the Instagram page @halloweenhomemaker in 2016, Marsh Moon spent years connecting with other Halloween enthusiasts in online forums, where they were happy to discover they “weren’t the only weirdo” with the spooky holiday constantly on the brain. Their account, which now has more than 27,000 followers, features their massive vintage Halloween collection, which consists of 250-plus pumpkin pails and blow molds. “Halloween has always been something I’ve been able to look forward to and hold onto during the hardest times in my life,” they say, “so, I just wanted to find that comfort and magic every day.” And it turns out, they’re far from alone. A holiday once reserved for a single night of dressing up in costume has evolved into a cultural and commercial phenomenon for reasons much deeper than a scary getup might suggest.
According to the National Retail Federation, shoppers are expected to spend a record $12.2 billion on Halloween this year, exceeding last year’s record of $10.6 billion. Similar to the
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