Halloween in New York City has gone far beyond fake cobwebs and a few carved pumpkins. Across the city’s brownstone neighbourhoods, homeowners are spending thousands of dollars to turn their front steps into jaw-dropping “pumpkinscapes”—elaborate fall installations that blend art, architecture, and seasonal flair.
A New Halloween Status Symbol
From the Upper West Side to Brooklyn Heights, residents are hiring professional decorators and design firms to create bespoke Halloween scenes. These aren’t your standard jack-o’-lanterns — think hand-carved gourds stacked into arches, sculpted pumpkin faces, hanging cobweb garlands, and eerie woodland creatures nestled in corners.
Some New Yorkers reportedly invest $3,000 to $5,000 in their displays, complete with imported pumpkins, custom props, and professional lighting. The displays can take days to assemble and often draw crowds of onlookers who stop to take photos.
Interior designer Hillary Wallace, who transforms her Upper West Side brownstone each year, said her Halloween setup has become a neighborhood landmark. “It started as a fun weekend project,” she explained, “but now it’s a full-scale production. People come by every year to see what we’ll do next.”
The Rise of a Seasonal Industry
The trend has given rise to a niche business: high-end seasonal decorating. Companies offering “pumpkinscaping” services have popped up across New York and its suburbs, providing homeowners with themed designs, professional installation, and cleanup.
Decor packages range from $300 for small porch arrangements to $1,500 or more for custom creations. Some decorators even source pumpkins directly from out-of-state farms to ensure the right shape and colour palette for each design.
Gia D’Onofrio, founder of a Westchester-based decorating service, said demand has surged. “Clients want that Instagram-ready moment,” she explained. “They don’t just want to decorate — they want to make a statement.”
Why New Yorkers Are Obsessed
Experts say the boom in luxury Halloween displays reflects a mix of social-media culture, neighbourhood pride, and post-pandemic nesting. Many city residents, who may not have large outdoor spaces, see their stoops as a creative outlet — a way to bring seasonal spirit to urban life.
“There’s friendly competition,” said one decorator. “When one homeowner puts up something big, the next block goes even bigger.”
For families, the displays also serve as community touchpoints. Children stop to count carved faces, neighbours gather for photos, and local businesses sometimes join in with matching shopfront decorations.
Beyond Pumpkins
What started as a Halloween trend has now expanded into a year-round decorating business. The same companies that build spooky stoops in October are often hired again for Christmas, Valentine’s Day, or even spring floral setups.
For some homeowners, it’s not about extravagance — it’s about joy. “It’s art, it’s community, and it makes people smile,” said Wallace. “That’s worth every pumpkin.”
