Who doesn’t love Halloween? There’s something about the scent of pumpkin spice lattes and the feeling of crisp fall weather that gets everyone excited for autumn. For online shoppers, the prospect of Halloween promotions greatly contributes to the seasonal allure.
Contrary to popular belief, Halloween isn’t just for kids. Adults spend large sums of money on their own costumes, household decorations, candy, and party supplies.
Even given the significant spending, The National Retail Federation states that Halloween is a less expensive holiday for consumers than either Easter or Christmas. Therefore, more people are likely to take advantage of Halloween eCommerce specials and deals.
Although some retail spaces are beginning to re-open, the 2020 global pandemic solidified consumers’ reliance on eCommerce sites for purchasing products. Due to the convenience of buying goods online, it’s unlikely that people will decrease their use of online shopping any time soon.
Halloween and eCommerce
According to Shopify, Halloween is one of the most profitable holidays for eCommerce stores. Even amidst the global pandemic, in 2020 alone, Halloween expenditure in the USA reached $8 million USD. That equates to $86.27 per person, on average.
Statista shows us the planned annual Halloween expenditure in the United States from 2005 to 2021 (in billion U.S. dollars) below:
Source: Statista, 2021
That’s over $10 billion in estimated spending this year. So if you’re an eCommerce brand and you’re not capitalizing on the Halloween season, this article is just for you!
Sources of Halloween Inspiration for Consumers
Source: NRF Prosper Insights & Analytics
Online modes of search comprise the majority percentage for sources of inspiration, as online search, Facebook, and YouTube total a combined 75%. So why is it significant that online search methods reign supreme in Halloween inspiration searches over retail or word of mouth? Because this is a huge opportunity to meet prospective customers where they already are, offer promotions, and convert them with your creative Halloween campaign.
Preparing the Timing for Halloween Promotions
Let’s start by discussing when you should begin to prepare your Halloween promo plans. Google trends reports that users begin searching for Halloween-related queries in mid-September.
This year, consumers are shopping for Halloween items earlier than ever, with 45% planning to shop in late September and another 39% during the first two weeks of October. Justjuno claims that 70% of all Halloween shopping happens within the month of October. Therefore, you should be planning your Halloween promos at the beginning of September in order to be prepared for October searches.
“This year in particular, we see an emphasis on Halloween spending from families. Not only are those with children intending to spend more on Halloween-related items like costumes, they’re also getting a kick start on their shopping.” – Prosper Insights Executive Vice President of Strategy Phil Rist
Consumer Spending Numbers During Halloween
The Prosper Insights & Analytics survey conducted by the NRF surveyed American consumers on how they plan to celebrate the fright and delight of this beloved autumn holiday.
This year, the survey consisted of 8,061 total consumers. As we can see from the spending survey graph below, the projected spending around Halloween is expected to grow from $8.08B to over $10B, according to both Statista and the NRF.
Categorical Breakdown of Halloween Spending
When it comes to Halloween shopping trends, let’s take a look at consumer spending behavior and some of the notable trends. As more people decide to take part in the annual spooky season, average spending is also up. On average, each consumer plans to spend $102.74 on costumes, candy, decorations, and greeting cards, $10- $20 more than they planned to spend last year. When it comes to households with children, the average spending is even higher.
The NRF also states the number of Americans planning to decorate their home for Halloween is on par with last year’s spike in interest, with spending on decorations continuing to climb to $3.17 billion, up from last year’s $2.59 billion. Total spending on costumes is the highest it has been since 2017, at $3.32 billion.
Aligning Your Campaigns to the Halloween Season
By understanding what consumers want, your eCommerce business will be stronger. Capitalizing on the Halloween period is only ever going to work if you’re selling the items that people *actually* want. However, even if you don’t sell products that directly apply to the popular categories of costumes, decorations, and candy, you can still participate in the Halloween campaign buzz. To do so, it’s crucial to identify what elements of the holiday align with your product or service and then incorporate a Halloween promo into your marketing strategy.
Some businesses will align more directly with the holiday than others, while others might have to get a little more … creative. Let’s take a look at how some companies used the Halloween season to bring their promotions to life.
Halloween Campaign Ideas
Creating interesting and innovative marketing campaigns for Halloween will help you attract a whole new audience, increase your brand awareness, and ultimately convert. Check out five of our favorite Halloween campaigns and use them as inspiration to boost your engagement.
- Unicef Canada
Unicef launched their “Halloween Heroes” online campaign. The four superhero characters represent children’s rights to necessities such as water, food, education, and security. Their campaign which features children trick-or-treating in costumes is simple to comprehend, yet powerful in its message.
Although Unicef isn’t directly selling Halloween products, they used the holiday theme to bring awareness to their social cause.
- Lunar Beauty
Renowned makeup artist, YouTuber, and beauty blogger, Manny MUA, launched a Halloween collection under his makeup brand, Lunar Beauty. The Moon Spell Collection was inspired by pop cultures’ favorite witches from the 90s and appealed to consumer nostalgia.The campaign used a drip approach to build momentum and get customers excited for the collection’s release. By using a variety of online channels to showcase teaser campaigns, Lunar Beauty successfully piqued the customer’s interest. Consumers were begging for the product release!
Although these products are not solely intended for use as Halloween costume makeup, the campaign focused on highlighting the seasonal inspiration for the collection.
- Burger King
We couldn’t possibly create a Halloween campaign list without including the now infamous Burger King Halloween campaign! This campaign combined both customer interaction with lighthearted competitor rivalry. Burger King offered a free Whopper burger to the first 500 people to visit select Burger King stores dressed as a clown, alluding to the Ronald McDonald clown. The campaign was promoted via a creepy clown-filled YouTube video with the hashtag #ScaryClownNight.
Dior leaned into the dark and vampy side of the spooky season with their makeup campaign. Their influencer campaign featured famous model, Bella Hadid, who demonstrated how to create fabulous makeup looks just for Halloween. The makeup videos were promoted on social media under the #DiorMakeupHalloween hashtag, targeting Gen Z audiences.
Hawkers literally tried (and achieved) to scare their customers into buying their product with a clever Death Tarot home page.They offered a 70% discount site-wide promo for all those who came to their website, a unique and innovative way for a sunglass brand to market their website during the Halloween season.
No one expected a sunglasses store to create hype around their website with this interface. However, Hawkers capitalized on the spooky season and with a bit of creativity, they were able to lure customers to their website.
Personalizing your Halloween Campaigns
A great Halloween campaign requires more than just the creative concept; you also need tactical execution. When implementing your campaign, take omnichannel marketing into consideration, not only to attract new clients but also to nurture existing ones. Make use of your database! Send spooky SMSes and eerie emailers.
Namogoo offers an intent-based promotions feature, which is a fantastic way to create welcome promos for new customers you may attract to your website. These personalized promotions are based on intent, using non-PII data collected through our platform. This gives you the opportunity to use thousands of data points that are collected as soon as the consumer begins their journey on your site. The type of data includes:
- Browser type
- Device type
- Operating System (OS)
- Geo-location (Region)
- Internet speed
Now that you have all the information around consumer trends and the Halloween eCommerce landscape as a whole, it’s time for you to spook up your Halloween campaigns and look forward to celebrating some scary good results!