Oh hey there!

If there's one thing I know after building a seven-figure Print on Demand business in four years and teaching thousands of students how to launch their own Print on Demand and digital product businesses on Etsy, it's this:

Q4 is the Super Bowl of Etsy, and Halloween is the very first big play of the season.

Every single year, I watch the exact same thing happen. Sellers wait until the middle of September, throw a pumpkin on a t-shirt, slap a dancing skeleton on a sweatshirt, upload a handful of listings, and then wonder why their Halloween shop never takes off. They assume Halloween is "too saturated," throw in the towel, and tell themselves they'll do better next year.

Meanwhile, the sellers who started early, who were intentional with their designs, and who actually understood how people shop for Halloween are already making sales while everyone else is still trying to finish designing. They didn't create products based on what they thought looked cute. They relied on research, data, buying behavior, and proven design trends. That's the difference.

Here's something that a lot of Etsy sellers don't realize, especially if this is your first Q4:

Halloween isn't just about Halloween….

Those October sales matter because Etsy's algorithm loves momentum. Every sale, every favorite, every review, and every click tells Etsy that customers are responding well to your listings. If your products start gaining traction in October, Etsy is much more likely to continue showing them to shoppers as we move into Black Friday, Cyber Monday, and Christmas. In other words, Halloween isn't just another holiday, it's your opportunity to build momentum before the busiest shopping season of the entire year.

That's why I tell my students every single year: if you can win Halloween, you're putting yourself in a much better position to win the rest of Q4.

Around this time every year, my inbox starts filling up with the same questions.

"What Halloween designs are ACTUALLY selling right now?"

"Is it too early to start?"

"Is it already too late?"

"How do I stand out when it feels like everyone else is selling Halloween products?"

Most sellers don't struggle because Halloween is too competitive… they struggle because they're guessing.

They're designing what they think is cute instead of looking at what customers are already proving they'll spend money on. They see a pumpkin, throw it on a shirt, add a trendy font, and hope for the best. Hope isn't a strategy.

So I decided to spend hours doing the research for you.

I went straight to Etsy and analyzed the current best-selling Halloween listings. I looked at review counts (which are one of the closest public indicators we have to sales), recurring themes, aesthetics, niches, personalization, and the products that continue showing up at the top of search results.

This isn't one of those generic blog posts that's going to tell you to "add a ghost" or "make a witch shirt."

No.

These are the trends that are actually getting sales right now, and more importantly, I'm going to explain why they're working so you can apply these principles to your own shop instead of simply copying someone else's design or making a generic one

But before we dive in...

Hey there! I’m Shay Lynn

I am a top 1% Etsy Seller, and am the proud owner of a multi-6 figure Print on Demand & Etsy Business, a six-figure Shopify Business, and creator of the Print on Demand Playbook. In my first year selling, I did $250,000 in sales running my very own Print on Demand and Etsy business with NO prior experience. I am now a 7 figure seller and I ABSOLUTELY LOVE what I do and want to help others achieve financial freedom and find success with their own Print on Demand Business Ventures!

Alright... now that we have the pleasantries out of the way let’s get into this thing! So Grab a notebook. Grab your favorite drink. Grab some Hot Cheetos if that's your thing.

Because we're diving into exactly what's working this Halloween season.

1) Feminist & Women Empowerment Witch

If I had to tell you to focus on one trend from this entire blog, it would be this one. During my research, the top best selling designs were from this exact niche! Designs like "God Forbid Women Have Hobbies," "Salem Witch 1692," feminist witch graphics, and "Girls Will Be Girls" ranking incredibly well. These aren't just random Halloween shirts… they're tapping into something much bigger, and that's exactly why they're selling.

One of the biggest mistakes I see Etsy sellers make is thinking they're selling a Halloween product. They're not. They're selling identity. Halloween is simply the event that allows someone to express that identity. A woman who considers herself a feminist isn't buying a shirt because it has a witch on it. She's buying it because the message aligns with who she is, and the witch aesthetic just happens to complement that identity perfectly.

This is one of my favorite strategies when I'm researching products because it works across almost every niche. Instead of creating products around the event itself, ask yourself how you can blend Halloween with an existing hobby, interest, or identity. That emotional connection gives people a reason to buy beyond, "This looks cute."

Some examples might include:

Halloween + Feminist
Halloween + Book Lover
Halloween + Dog Mom
Halloween + Teacher
Halloween + Gardener
Halloween + Nurse
Halloween + Astrology Lover

Notice the pattern? You're no longer just selling Halloween… you're selling something that represents who your customer already is. In my opinion, that's one of the biggest reasons these designs continue to outperform generic pumpkins, ghosts, and witches year after year. If you take one lesson from this entire blog, let it be this: identity sells. Halloween simply becomes the filter you place over it

No worries if you don’t want a download, you can always check out the shops by clicking any pics :)

2. Retro & Vintage Halloween (80s & 90s)

If you've spent any amount of time looking through Etsy lately, you've probably noticed that retro is still having a major moment… and Halloween is no exception. Some of the best performing listings I found featured vintage pumpkins, ghosts, bats, haunted houses, scarecrows, and "Monster Mash" inspired graphics. The funny thing is, though, it isn't necessarily the subject matter that's making these products successful. It's the execution.

The best-selling designs aren't using sleek, modern graphics or minimalist fonts. Instead, they're leaning heavily into nostalgia. Think faded ink, distressed textures, muted oranges, cream-colored graphics, washed-out blacks, and typography that looks like it came straight off an old 80s concert tee or a VHS horror movie cover. On the flip side, I'm also seeing bright neon greens, hot pinks, and electric purples performing incredibly well because they capture that classic 80s and 90s Halloween aesthetic.

One thing I always tell my students is that customers don't just buy products…they buy feelings. Vintage Halloween taps into nostalgia. It reminds people of trick-or-treating as kids, watching scary movies with friends, or decorating the house every October. They're not buying another pumpkin shirt; they're buying the emotion that comes with it.

If you're designing for this trend, don't just ask yourself, "How can I make another Halloween graphic?" Instead, ask yourself, "How can I make this feel like someone found it in the back of their favorite vintage shop?" That small shift in thinking can completely change the way your designs look and, ultimately, how well they sell.

And this isn't just me gushing — it's strategy. Adding video to your listings can boost sales by up to 50%, and that statistic comes straight from Etsy itself. Lucky Lola's videos (for Comfort Colors AND a whole variety of products) are quite simply the best in the industry, and they've got phenomenal seasonal options to pick from too. You can click my link above to check them out… and of course, your exclusive discount code is waiting inside my free PDF. 🎁

3. Horror & Slasher

This trend honestly didn't surprise me at all because horror fans are some of the most passionate buyers you'll find. Once someone loves horror, they usually really REALLY love horror (shout out to my best friend April haha), and they're more than happy to buy apparel, home decor, drinkware, and gifts that reflect that interest. I might be a super scaredy cat but during my research, I found horror-inspired products consistently ranking near the top of Etsy's Halloween search results, especially those that leaned into vintage slasher aesthetics.

What's interesting is that many of the best-performing products weren't trying to recreate a specific movie scene. Instead, they captured the overall vibe. Think retro summer camp slashers, creepy cabins in the woods, distressed typography, grainy vintage artwork, and designs that look like they belong on an old VHS tape. That nostalgic horror aesthetic is incredibly popular right now, especially when it's paired with the retro style we just talked about.

Now, I do want to add one very important disclaimer here. Horror is a fantastic niche, but trademarks are real, and they're something you absolutely need to respect. Characters like Ghostface, Michael Myers, Freddy Krueger, Jason, and many others are protected intellectual property. Instead of copying existing franchises, focus on creating original horror-inspired artwork that captures the same feeling without infringing on someone else's rights.

Personally, I think combining horror with vintage design is one of the strongest opportunities this Halloween season. You get the nostalgia of retro graphics while also appealing to one of the most loyal customer bases on Etsy.

4. Romantic Goth

This was probably one of my favorite trends to research because I think it's one that a lot of sellers completely overlook. When people hear "goth," they often picture something dark, heavy, or over-the-top. That's not what I'm talking about. The aesthetic that's selling right now is much softer, moodier, and honestly, a lot more elegant.

I'm seeing skeleton hands, ravens, black cats, tarot cards, celestial artwork, crescent moons, dark florals, ornate frames, vintage-inspired typography, and Victorian-style illustrations performing really well across apparel, wall art, journals, candles, blankets, and even home décor. It feels less like heavy metal and more like "Disney villain, but make it chic."

The reason I think this works so well is because, once again, it isn't limited to Halloween. Someone who loves this aesthetic is likely decorating their house this way year-round. They're buying clothing that fits their personality, not just something they'll wear once on October 31st. Halloween simply gives them another excuse to lean into an aesthetic they already love.

If you decide to explore this trend, pay just as much attention to your mockups as you do your design. Comfort Colors Pepper, faded black apparel, charcoal sweatshirts, and darker lifestyle photography all complement this aesthetic beautifully. The product presentation is just as important as the artwork itself.

5. Personalized Family & Group Halloween Products

If you've been following me for any amount of time (on pinterest or tiktok), you know how much I love personalization because it naturally increases your average order value. Halloween is one of the best opportunities all year to take advantage of that.

During my research, I found personalized "Most Likely To..." shirts, matching family Halloween shirts, custom pumpkin doormats, personalized party decorations, and even custom shot glasses selling extremely well. The common theme wasn't necessarily the design itself—it was the fact that buyers were purchasing for a group instead of an individual.

Think about it from the customer's perspective. A mom shopping for matching Halloween shirts isn't buying one shirt. She's buying one for herself, one for her partner, one for each child, and maybe even one for the family dog. The same goes for Halloween parties, friend groups, bachelorette weekends, school events, and neighborhood gatherings. One customer can easily turn into a four-, five-, or even eight-item order.

That's why I love blending holidays with family-oriented niches. Instead of creating a single Halloween shirt, think about how you can create an entire collection that encourages customers to purchase multiple products at once. That's one of the easiest ways to increase revenue without needing additional traffic.

6. Bookish, Romantasy & Dragons

If you've been anywhere near BookTok over the last year, then you already know that the bookish community is absolutely thriving. Readers are BEYOND die hard fans and they aren't just buying the books… they're buying apparel, drinkware, bookmarks, journals, tote bags, and home decor that reflects their love of reading. When you combine that with Halloween, you end up with one of the strongest niche combinations I found during my research.

Dark academia, witchy libraries, "Currently Reading Something Spooky," magical bookstores, dragons, fantasy worlds, spell books, and romantasy-inspired artwork are all performing exceptionally well. Dragons, in particular, seem to be having a huge moment right now, especially when paired with darker fantasy aesthetics.

What I love about this niche is that it's evergreen. Someone who identifies as a reader isn't only interested in books during October. They're readers all year long. Halloween simply adds another layer to something they're already passionate about, which makes these products feel relevant for a much longer selling season.

You'll probably notice a pattern throughout this blog by now, and that's intentional. The strongest products aren't centered around Halloween itself—they're centered around an existing identity. Halloween simply enhances it. Whether it's readers, fantasy lovers, or dragon enthusiasts, you're giving people another way to celebrate something they already love.

7. Digital Craft Patterns (The Sneaky Opportunity Most Sellers Overlook)

I know this blog is primarily focused on Print on Demand, but I couldn't leave this trend off the list because the numbers are honestly too good to ignore.

While I was researching Halloween trends, I kept running into digital craft patterns with thousands upon thousands of sales. No-sew spider plushie crochet patterns, ghost sewing patterns, gothic raven cross-stitch patterns, witchy embroidery designs you name it. One spider crochet pattern alone had over 10,000 sales. That's tens of thousands of dollars generated from a single digital product.

The reason I wanted to include this trend is because I know a lot of you either already sell digital products or have been thinking about adding them to your Etsy shop. Digital products have incredible profit margins because there's no inventory, no production costs, no shipping, and no customer waiting for a package to arrive. Once you've created the product, it can continue selling over and over again.

If you're creative or already enjoy designing patterns, Halloween is one of the best times of the year to experiment with this category. Witchy aesthetics, gothic home décor, ghosts, ravens, pumpkins, black cats, bats, mushrooms, potion bottles—there are so many opportunities to create products that people will use year after year.

I also wouldn't limit yourself to just one craft. Crochet, embroidery, cross-stitch, laser-cut SVGs, Cricut files, printable decorations, party games, and classroom activities all tend to perform well during Halloween. Once you start thinking beyond apparel, you'll realize just how many opportunities there really are.

So... How Do You Actually Turn These Trends Into Sales?

Now, here's where I think a lot of sellers get stuck.

Reading a blog like this is exciting. You see all these ideas, your brain starts firing off possibilities, and then you open Canva...and suddenly you're staring at a blank page wondering where to even begin. You get analysis paralysis and then get frustrated and stop before you ever stop.

Trust babe, I've been there.

Knowing what's trending is only one piece of the puzzle. The real skill is understanding why those products are selling and then creating something that's unique enough to stand out while still giving customers what they're already looking for.

That's exactly why I spent so much time talking about buyer psychology throughout this blog. If you walk away thinking that Halloween is simply about putting ghosts, pumpkins, or witches on products, you've missed the bigger picture.

The shops that sell during Q4 aren't selling Halloween.

They're selling identity.

They're selling hobbies.

They're selling aesthetics.

They're selling nostalgia.

They're selling family traditions.

They're selling personalities.

Halloween simply becomes the theme that ties everything together.

Once you understand that, product creation becomes so much easier because you stop asking, "What Halloween shirt should I make?" Instead, you start asking questions like:

How can I blend Halloween with a hobby?
What identities already have passionate buyers?
How can I create products that encourage customers to buy multiple items instead of just one?
How can I make my design feel different from the hundreds of other listings on Etsy?

Those are the questions that lead to best sellers.

Of course, that's only part of the equation. You still need to know how to validate your ideas, create designs that convert, write SEO that actually helps your listings get found, choose mockups that increase click-through rates, and optimize your listings so Etsy understands exactly who to show them to.

That's the part most people never talk about.

It's also the part that makes the biggest difference.

That's exactly what I teach inside The Print-on-Demand Playbook. Over 10 hours of step by step training, I walk you through the same process I've used to build my own seven-figure Print on Demand businesses. From product research and validation to design, SEO, pricing, mockups, and launching your listings, I show you exactly how I approach each step so you aren't left guessing.

My goal has never been to give people a list of trending products. Trends change. What I want to teach you is how to think so that six months from now, you're still able to identify winning opportunities on your own.

Final Thoughts

If there's one thing I hope you take away from this blog, it's this:

Halloween isn't the product. It's the filter.

The sellers who consistently have successful Q4s aren't winning because they created the cutest pumpkin shirt. They're winning because they understand what customers already love, and then they layer Halloween over the top of it.

That's why feminist witch designs work.

That's why retro Halloween works.

That's why romantasy, dragons, horror, personalization, and gothic aesthetics work.

Each one connects with an existing audience that already has an emotional reason to buy. Halloween simply gives them another opportunity to celebrate something they already identify with.

As you're creating products this season, I don't want you chasing every single trend you see. Pick a few that genuinely fit your shop, do your research, validate your ideas on Etsy, and focus on creating products that feel intentional rather than rushed.

And one final piece of advice before I let you go...

DO. NOT. WAIT. PERIOD.

Every year I see sellers convince themselves they'll "start next week," and before they know it, it's mid-September. By then, the sellers who started in July and August have already built momentum, collected reviews, and given Etsy's algorithm weeks to learn who to show their listings to.

Start now.

Give yourself time to test.

Give yourself time to improve.

Most importantly, give Etsy time to work in your favor before the holiday rush begins.

If you'd like me to walk you through the entire process… from finding profitable niches and validating products to creating designs, optimizing your listings, and building a Print on Demand business that can grow year after year, I would absolutely love to help you.

That's exactly what you'll find inside The Print on Demand Playbook. It's currently on sale, includes over ten hours of training, and breaks down everything I wish someone had taught me when I first started selling on Etsy.

I truly hope this blog gave you a clearer picture of what's actually working this Halloween season. Now stop overthinking, start creating, and let's make this your biggest Q4 yet.

Talk to you soon,

– Shay Lynn ❤️

*always perform a trademark search before making designs ;)

The Top 7 Halloween Trends Actually Selling on Etsy (I Did the Research for You)