What started as a viral sensation in 2020 has grown into a Halloween tradition, with giant skeletons and other oversized decorations becoming a major retail business. Home Depot's 12-foot skeleton, nicknamed Skelly, debuted at $299 and quickly sold out, with resale prices reaching around $1,000. The success sparked a retail arms race, with competitors like Sam's Club and Lowe's introducing their own towering monsters, including animatronics and the 15-foot Skeleton Watcher.
The demand for these decorations has surged alongside overall Halloween spending, which is expected to hit a record $13.5 billion this year, up from $8.8 billion in 2019. Retailers have expanded their Halloween sections, with Home Depot's displays growing from a single endcap in 2013 to over 800 square feet by 2026. Nearly half of shoppers began their Halloween shopping by September this year, reflecting the holiday's evolution into an extended season.
The appeal of these giant decorations lies in their size and visibility, which made them particularly popular during the Covid-19 pandemic when people were spending more time at home. Home Depot's senior product merchant, Lance Allen, noted that the team initially aimed for something 'larger than life.' The decorations have also found year-round uses, with owners dressing them for other holidays, prompting Home Depot to add UV protection and heat-resistant materials.
Beyond their novelty, these displays serve as a form of social interaction, transforming front lawns into shared neighborhood experiences. Marketing professor Timothy Malefyt observed that large-scale decorations turn homes into stages, with neighbors and passersby becoming the audience. As more life moves online, these real-world experiences have become increasingly meaningful.