Today is Halloween and one-in-four Australians will be celebrating the spooky festival.

Deakin University Business School consumer and behavior expert Dr Paul Harrison told 6PR Breakfast host Gareth Parker about the rising popularity of Halloween in Australia.

“In reality, Australia is really good at borrowing rituals… you don’t have to buy Halloween to be a part of it,” Dr Harrison said.

Click PLAY below to hear what Dr Harrison has to say