Today, Halloween, also known as All Hallows’ Eve, is celebrated around the world. To understand what this holiday means to the community of São Miguel, Correio dos Açores spoke with some shopkeepers in Ponta Delgada who decorated their stores with seasonal motifs.

Halloween is celebrated every year on October 31. On this date, it is common to see children dressed in scary costumes walking the streets in groups, saying “trick or treat” from door to door to receive candy from residents. The celebration has pagan origins and dates back more than two thousand years to the Celtic people, who celebrated the end of summer and the beginning of the new year, as well as good harvests.

In the United Kingdom, many centuries later, the date came to coincide with All Saints’ Day. This is where the term Halloween comes from, resulting from the combination of the words ‘hallow’ (saint) and ‘eve’ (eve).

In Portugal, Halloween does not have the same significance as in countries such as the United States or the United Kingdom, but it is still celebrated, especially among young people, who usually go out onto the streets to play pranks. At this time of year, it is also common to see shops joining in the festivities, decorating their windows with pumpkins and spider webs to attract attention and mark the season.

A very strong connection to US culture

João Rocha, founder of The Barbershop by João Rocha, explains that the decor of his space is directly linked to the style of American barbershops. Raised on Terceira Island, he says he has always had a “very strong” connection to US culture.

“Americans have a culture of decorating their homes and gardens for Halloween, and since my father worked at an American base, we ended up celebrating Halloween in the American style. We went from house to house, dressed up, asking for candy, and the residents themselves also opened their doors dressed up,” he recalls.

For the businessman, festivities such as Halloween are occasions that businesses “should join in” because tourists “really enjoy seeing seasonal themes applied throughout the region.” João Rocha believes that decorations help attract people because “they make them feel invited to enter the establishment.” However, he acknowledges that the season “has no direct or exaggerated impact” on sales.

“People don’t come to shop because it’s Halloween.”

Pedro Santos, from Urban By Estoril, shares that the purpose of his store’s decorations is to “attract people to the Halloween season,” although he admits that “it’s not a very popular holiday on the island.”

He still takes advantage of the occasion to create more elaborate window displays, but believes that “people don’t travel to Ponta Delgada just for Halloween.” For the retailer, the holiday does not bring more people to the streets, and this “will not change until the City Council creates its own initiatives for this season.”

“It has a small impact. I don’t think people come to shop because it’s Halloween; they come to shop because they need to. The window displays are just a prop to remind us of the season we’re in. Even so, during these festive times, we always try to run some kind of promotion, which also attracts customers,” he adds.

“A way to get into each festive season”

Soraia Gulamo, from Centroptico Institutoptico, says that the store adapts its decorations according to the time of year, considering them “a way to get into each festive season.” In her opinion, local businesses need to participate in these initiatives, since “decorations can attract people.”

However, she notes that the holiday “doesn’t put more people on the street, at least in the morning; for those who enjoy nightlife, Halloween is probably more interesting.”

At Jonny’s Smokehouse restaurant, the decoration has also been adopted. Jason, an employee at the restaurant, explains that the reason is cultural: “In Canada, we did this a lot. It was a tradition, and we wanted to apply it here as well. We also do this for the children, because they love this time of year and that is very important to us.”

The employee believes Halloween primarily attracts foreigners and argues that it is essential for other establishments to participate as well.

“Decorations are essential to capture the attention of tourists.”

Inês França, from Luzart – Unique Gifts From Azores, believes that “decorations are essential to capture the attention of tourists, especially because, in countries like the United States, Halloween is celebrated and loved.” She adds that this celebration “creates dynamics in the Ponta Delgada area, but could be much more dynamic.” Like the other merchants, she believes that community involvement is important because “it makes everything more fun and festive, not only for children but for the community in general.”

Correio dos Açores also spoke with Minimercado Colégio and Minimercado Spar Manteiga, whose managers said that sales at this time “are going very well.” The most sought-after products are chestnuts and sweets, with young people being the main buyers on Halloween.

In Correio dos Açores-Natalino Viveiros-director

Translated into English as a community outreach program by the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL), in collaboration with Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno. PBBI thanks Luso Financial for sponsoring NOVIDADES.