The best ecommerce sites of Halloween 2017

Whether you are a fan of the spooktacular holiday or not, you’ve probably been faced with a fair few Halloween themed web pages and emails in the last couple of weeks. In case you missed them, here are our top terrifying Halloween 2017 picks from the retail industry.

Williams Sonoma

This year, Williams Sonoma did a freakishly fantastic job of delighting Halloween shoppers. Not only did they do a great job of photographing their spookiest products, keeping to the traditional black, orange and purple themes, they also carefully categorised their products, ensuring that customers could go straight to what they were looking for, whether that be ‘frightening food’, ‘ghostly tools’ or ‘spooky baking’ supplies.

Another great aspect of the Williams Sonoma Halloween page was their Halloween Activities section, which provided viewers with creepy cocktail recipes and a guide to carving the perfect pumpkin, both of which cleverly linked customers back to products that could help them achieve these things.  


Tesco nailed the spooky language, and phrases such as ‘Shop more fangtastic Halloween’ and ‘Hair-raising Halloween inspiration’ provided a great way of getting shoppers into the spooky holiday, while allowing them to look for those extra frightful treats, Halloween movies and party decorations and food. Clear product categories was also key to their success, allowing shoppers to navigate easily.


Claire’s went all out this year with their Halloween landing page. Animated spiders, bats and pumpkins added a touch of cute horror to the site to get shoppers into the holiday spirit, and well labelled categories provided an effective way for visitors to get directly to the type of item they were looking for without spending time searching.  

They also showcased their spookiest products well in their ‘Tricks and Tips’ section, featuring ‘get the look’ videos, following this up with the items to help shoppers create the look.  

Hotel Chocolat

Hotel Chocolat didn’t waste any time updating their home page to tempt shoppers looking for gifts for trick or treaters. A clever use of the button: Shop now*, and then underneath, ‘*if you dare’, creates an element of drama that’s perfect for the spooky season.

And the super-successful chocolate company also offered a variety of cocoa-based treats that fit the holiday perfectly – from Boo! Box Caramel Chocolates in the shape of spooky characters to The Yumpkin, a pumpkin-shaped chocolate.

Roller Snakes

Roller snakes went all out on Halloween this year, with a fear-filled rotating banner on their home page. Inspiration was taken from the Stranger Things logo, giving the message ‘Spend and save’ a haunting feel. Not only did this fit the Halloween theme perfectly, but also appeals to fans of the show. In case you haven’t heard of it, it’s huge right now!

Offering discounts was also a smart idea, and the use of the message, ‘Hurry, ends midnight tonight!’ added a sense of urgency that is enough to send shivers down any shopper’s spine.


What other companies did a great job of treating shoppers this year? Let us know your favourites in the comments below.