As the leaves fall and pumpkins begin to appear in every shop window, UK consumers start entering one of the most powerful emotional buying periods of the year. Halloween, Bonfire Night, and the growing appeal of Scandinavian-style “hygge” interiors make October and November a critical window for home décor brands. The good news? Google Ads offers some of the most targeted, cost-effective tools to make the most of this demand — if you start early.
The rise of seasonal styling
Seasonal decorating is no longer just about Christmas. More and more consumers are styling their homes for autumn, Halloween and even November’s darker, cosier months. Products like velvet cushions, amber candles, Halloween wreaths and indoor string lights are now essentials for many households.
Google search interest reflects this trend. Terms like “autumn decorations UK”, “cosy home ideas” and “Halloween décor” have seen double-digit year-on-year growth since 2021. This growth shows no signs of slowing down.
How to align your PPC campaigns
The first step is to build a dedicated campaign or asset group around these themes. Waiting until mid-October is too late — most Halloween décor purchases happen between the final week of September and the third week of October. Create ads that reflect the atmosphere people are trying to create, not just the product.
For example, an ad for string lights might perform better with copy like “Create the ultimate cosy corner” than “20 LED string lights with plug”. Emotion-led headlines and lifestyle-focused creatives tend to produce stronger results when advertising seasonal décor.
Use Performance Max to showcase seasonal vibes
Performance Max campaigns are a great fit for seasonal ranges, especially if you have high-quality lifestyle imagery or video content. These ads can run across YouTube, Gmail, Display and Shopping — allowing you to surround your audience in the seasonal mood they’re already leaning into.
By including keywords or creative assets referencing Halloween, Bonfire Night or even just “cosy autumn living”, you make it easier for Google’s AI to place your ads in front of the right consumers. This is particularly useful for smaller retailers who want to maximise visibility without running multiple manual campaigns.
Capitalise on the crossover with gifting
Another advantage of advertising autumn décor is its proximity to gifting season. Customers who buy a hygge-style throw in October may well be in the market for Christmas gifts in November. By retargeting these buyers with follow-up campaigns, you can turn seasonal buyers into long-term customers.
If your product range includes items like handmade candles, personalised homeware or soft furnishings, it’s worth adjusting your targeting as Halloween ends to begin showcasing gift ideas. Using remarketing audiences built in October gives you a strong head start going into peak Q4.
Conclusion
Halloween, hygge and autumn décor offer a huge opportunity for creative, well-timed PPC campaigns. Rather than treating autumn as a warm-up for Christmas, treat it as its own season — rich with intent, emotional buying, and a chance to connect with customers through creative advertising. With the right strategy, you’ll not only generate more conversions in October, but also build momentum for the rest of Q4.
References
Google Trends UK: Halloween and Autumn Home Keywords
Statista UK: Seasonal Retail Patterns
YouGov Seasonal Decorating Report
