Seasonal marketing is a great opportunity for brands, and one that is growing every year. Increased use of mobile devices, and an uplift in the use and consumption of social media and video has meant there are more ways today for brands to reach and engage consumers. Halloween is no exception, and there are many ways for brands to capitalize on the holiday.
Marketers love Halloween just as much as consumers. It gives everyone a chance to dress up, even brands. For them, it might mean the opportunity to go ‘off-brand’ a little and have some fun, and in all cases it gives brands and consumers plenty to talk and get excited about.
After all, Halloween is a billion-dollar industry. In 2013, the National Retail Federation (NRF) estimated that 158 million Americans would be participating in Halloween festivities, spending a total of $6.9 billion. In total that’s an average spend of $75.03 per person.
This year’s spending is forecasted to be even higher. The NRF forecast that total U.S. spending will reach $7.4 billion, with 162 million Americans taking part, making a total spend of $77.52 per person. An ICSC survey gave an even higher projection, estimating total U.S. spending to exceed $11 billion.
Marketers recognize the opportunities afforded by Halloween, and 49 percent say they will launch a holiday campaign before Halloween, according to Experian Marketing Services.
Halloween Stats & Strategies For 2014
1. Consumers are ready to spend in 2014, but make sure you’re offering deals and discounts that represent good value for consumers.
According to the National Retail Federation:
- 162 million Americans will take part in Halloween in 2014, spending a total $7.4 billion.
- $2.8 billion will be spent on costumes.
- 16 percent of people will turn to pop culture for costume inspiration.
- Frozen and Teenage Mutant Hero Turtles are expected to be two of the most popular costumes.
- Half of shoppers will turn to discount stores for Halloween purchases.
- A quarter of shoppers will make their Halloween purchases in grocery stores.
- A third of people will start their Halloween purchases before October.
- A fifth of shoppers say their Halloween spending will impacted by the economy.
- 20 percent to make rather than buy costumes.
- 8 percent will not hand out candy this year.
2) Cross-channel campaigns will define Halloween marketing in 2014.
According to Experian Marketing Services:
- 83 percent of businesses are planning to run cross-channel marketing campaigns during the Halloween season.
- A further 59 percent of these stated that they planned to use online display advertising.
- 55 percent also favored email marketing.
- 46 percent intended to use print.
- 30 percent planned to use search.
- 24 percent mobile.
And the National Retail Federation reported that:
- 34.2 percent of adults will use organic search for costume inspiration.
- 33 percent will wait until they get to a store to decide on a costume
- 13.5 percent will look for inspiration via Facebook.
- 21 percent of 18- to 24-year-olds will use Pinterest for costume inspiration.
3) Brick-and-mortar stores to make up 90% of purchases. Use digital to incentivize in-store purchases.
According to ICSC:
- An incredible 90 percent of Halloween purchases will be placed in brick-and-mortar stores, with online purchases due to be responsible for just 7 percent of overall spending.
- 64 percent of consumers said sales or the lowest price was the biggest influencer in their Halloween purchases.
- 31 percent said the ability to physically see, touch or try on the merchandise was the biggest influencing factor.
- 29 percent said convenience/one-stop shopping/good parking would influence their decisions most.
- 34 percent of spending will take place at discount stores.
- Supermarkets are expected to grab 18 percent of purchases.
- Clothing and costume stores expected to make up 13 percent of purchases.
- Drug store chains will take 11 percent of purchases.
- Wholesale clubs will take 9 percent of purchases.
Get inspired for Halloween
With a little creativity, the opportunities are endless. The next few weeks will see marketers launching creative Halloween campaigns. To help get inspired, here are a few examples of the most impressive Halloween content from last year.
Booking.com — Haunted
There are few things that chill the spine more than a potential stay at a haunted hotel. Booking.com’s ‘Haunted’ selected the finest horrifying movie hotels for thrill-seekers to stay in over Halloween.https://www.youtube.com/watch?v=6lh7D2LMpTQ
giffgaff — Different Takes Guts
Switching mobile networks takes guts. Lots of them. A simple message that made for the most gruesome campaign.
REI — Zombie Survival Guide
Admit it — nagging at the back of your mind every now and again is what your course of action would be when the zombie apocalypse is upon us. Thankfully, outdoor clothing and equipment retailer REI have provided this helpful infographic with some handy survival tips.
Tide — Scared Stainless
Tide did a series of fantastic homages to classic horror films.
Brands have an incredible opportunity over Halloween to reach and engage consumers, especially if they are set up to launch a cross-channel digital offensive on social media, mobile, and video. Expect to see some compelling content launching in the next few weeks.
Be sure to keep up with marketing activity over Halloween on momentology.
Share your favorite examples of Halloween content marketing from previous years!