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The simple reason is Halloween is a minor sale around halloween and the Explorer/Fall Sale is more about Black Friday and thereabouts.
https://steamhost.cn/steamcommunity_com/groups/steamworks/announcements/detail/532104542613932038
The Seasonal sales (Autumn) and themed sales (Halloween) are different types of events.
Themed sales have requirements to participate. Seasonal sales are open to all titles.
Spring/Autumn are 1 week long and Summer/Winter are 2 weeks long.
For a lot of people that's how they get badges. That is how they will increase their profile level. If they want to increase the performance of the Autumn sale. They'll need to extend the trading card promotion to the Autumn sale as well, and then come up with different gimmicks for each sale.
Moving the sale dates wont help much if at all. If you're willing to wait another month to buy. Then waiting another month wont deter you. In fact waiting another two probably wont either. That's the power of the trading cards. People say well it will be the same price then, and I get the cards.
No, it isnt. What you seem to be thinking of is Walpurgisnacht which is the night before Halloween.
Though many of us who observe the holiday call it by its traditional name: Samhain, one of the 8 major Sabbats some of us still observe. It begins on October 31 and lasts into November 1. It celebrates the end of harvest season and the beginning of Winter, and is also a day to pay homage to our ancestors and those who have passed during the year before. It is also known as the Celtic New Year, with Winter beginning the year in the old Celtic tradition.
And Walpurgisnacht is in April, not October. Saint Walpurgis Night or Saint Walpurga's Eve are other names for it. April 30-May 1, the day before the celebration of the Christian observance of the Feast of Saint Walpurga, which has nothing to do with Halloween or Samhain.
It isn't the same thing.
If there is anything a lot of people love is turning every day into some type of holiday so they can party.