If you’re a Bath & Body Works fan, you probably watch for any hints about their Halloween collection dropping each year. This article will cut through the rumors and confusion, showing you exactly how Halloween preview events work in 2024, what kind of early access (if any) is offered, and what to expect whether you shop online or in-store. I’ll mix in my own hands-on experience, tidbits from forum sleuthing, and even a touch of industry analysis to help you plan your shopping strategy.
Last year, I remember seeing crowds lined up outside my local store in July, all hoping to get their hands on the new Halloween candles, spooky hand soaps, and those viral wallflowers. So, when rumors started swirling this spring about a 2024 “preview event” for Halloween, I dove in to see what’s really happening. If you’re picturing a big, ticketed launch party or a nationwide online sneak peek, the reality is a little more… well, mysterious.
Bath & Body Works doesn’t always follow a rigid, publicized calendar for special events like Halloween previews. In 2023, the first real hints came from official emails to Rewards members, not from splashy homepage banners. I signed up for SMS alerts and the Rewards program, which is officially listed here. This year—2024—things are shaping up similarly.
Based on my inbox and what’s shared by die-hard fans on Reddit’s r/bathandbodyworks, the chain usually gives its Rewards members a heads-up a few days before general release. Here’s a screenshot from a July 2023 email (source: Reddit thread):
“You’re invited! Be first to shop our Halloween preview event in stores this weekend—Rewards Members only.”
This is where things get tricky. In 2023, select stores held “soft launches” where Halloween items were put out for Rewards Members to purchase before the official public date. I personally went to two different Bath & Body Works locations in late July—one had a full Halloween table set up, the other said, “Come back next week, nothing’s out yet.” This inconsistency seems to persist, even in 2024, based on chatter in Facebook groups and what store associates have said.
For online shoppers: the Rewards Member previews are usually in-store only. The main Halloween collection appears online for everyone at once, often on a specific drop date (last year it was July 24th). There’s no official “online pre-sale” that I or any forum users could verify for 2024.
If you’re already a Bath & Body Works Rewards member, you’re on the list. It’s free to join, and you can sign up in-store or via their app (iOS link). In my case, being a Rewards member meant I got an email invite to the preview, but not every store honors it on the same day—call ahead!
Here’s where the exclusivity comes in. The preview event typically features a curated selection of the Halloween merchandise—think centerpiece candles, limited wallflowers, and themed accessories. Last year’s “Witch Hand” candle holder sold out before August even started. This year, insiders on Bath & Body Works fan groups are already posting SKU lists and leaked photos from inventory systems.
I got lucky last year and snagged a “Ghoul Friend” candle at the preview, but some stores had their stock raided within hours. If you want something specific, go as early in the day as possible.
Interestingly, there’s no government regulation in the United States that mandates how or when retailers can conduct preview events for seasonal merchandise. However, the Federal Trade Commission’s guidelines on truthful advertising apply—meaning any “preview” or “exclusive” claim must be accurate, and stores can’t bait-and-switch with unavailable items. This is why some Bath & Body Works locations get in trouble with customers for advertising a preview but not actually having Halloween items out.
In contrast, in countries like Australia and the UK, retail events must comply with stricter “fair trading” laws (see: Australian Competition & Consumer Commission).
| Country | Legal Basis | Enforcement Authority | Key Rule |
|---|---|---|---|
| USA | FTC Truth-in-Advertising | Federal Trade Commission | Claims must be truthful/non-deceptive |
| UK | Consumer Protection from Unfair Trading Regulations 2008 | UK Trading Standards | No misleading offers or bait advertising |
| Australia | Australian Consumer Law (ACL) | ACCC | Discounts/Exclusivity must be honored as advertised |
Let’s say you’re in Canada (where Bath & Body Works stores also operate). In 2022, a customer posted in the r/bathandbodyworksCA subreddit that their local store advertised a Halloween preview, but when they arrived, the staff said, “We’re not putting anything out until next week.” The customer filed a complaint with the Canadian Competition Bureau, which—unlike the FTC—has a broader mandate to investigate misleading retail practices. In this case, the store offered the customer a coupon, but no Halloween goods. It’s a reminder that “preview event” means different things depending on your country’s enforcement regime.
Industry consultant “Megan R.” (quoted in Retail Dive) explains: “Preview events are less about the merchandise, more about driving repeat visits and capturing data on high-value customers. The exclusivity keeps the hype alive, and Bath & Body Works leverages that buzz for its entire seasonal calendar.”
Honestly, the thrill of getting first dibs on Halloween at Bath & Body Works is real—nothing beats snagging a glow-in-the-dark soap holder before Instagram blows up. But let’s be real: not every store participates, and sometimes employees aren’t even briefed on the preview. I’ve shown up to a “preview” and been met with blank stares. If you’re determined, call your local store, show your Rewards email, and be polite—sometimes, a friendly attitude gets you a peek behind the curtain.
If you’re shopping online, there’s no special preview event—just wait for the official drop. And if you’re in another country, double-check your local regulations (some places, like the EU, have strict rules about what counts as a “preview” or “exclusive offer”—see EU Unfair Commercial Practices Directive).
To sum up: Yes, Bath & Body Works does offer a kind of Halloween preview event in 2024, but only for Rewards Members, and it’s mostly in-store. The experience will vary by location, so don’t expect a universal online pre-sale or a glitzy launch party. If you’re eager to score the best Halloween pieces, sign up for Rewards, watch your email in July, and call ahead to your local store.
In the future, I’d love to see more transparency from retailers—maybe a published list of participating stores, or a clear online calendar. Until then, stay sharp, lean into the community for real-time updates, and remember: the early shopper gets the ghoul!