5 ways brands can get into the spooky spirit
Halloween is an exciting time for brands to connect with customers who celebrate during October and early November (through Day of the Dead, or Día de los Muertos). As spending for Halloween increases across the globe in the lead-up to the holiday, brands have many opportunities to get in on the fun and frights.
In many countries around the world, Halloween marks a time to embrace the spooky side of life with costumes, treats, pumpkins, and all things a little bit scary. All tricks aside, Halloween also is an exciting time for brands to connect with customers who celebrate during October and early November (through Day of the Dead, or Día de los Muertos). As spending for Halloween increases across the globe in the lead-up to the holiday, brands have many opportunities to get in on the fun and frights.
In 2022, about 33% of consumers in the U.S. said they planned to start shopping for Halloween about three to four weeks in advance, and 20% of consumers said they would start as soon as a month or more in advance.1 This means brands may want to start their marketing campaigns in September or even earlier. Since shopping continues up until the day of Halloween (October 31), brands should continue their marketing campaigns throughout the entire month.
Halloween can be an important time to run marketing campaigns because it provides an opportunity for brands to have fun with their messaging across social media, email, promotions, video ads, and more. Halloween is a global holiday celebrated by millions of people around the world. In 2022, one-third of customers around the world planned to dress up for Halloween, and these customers said they intended to spend between $51 and $100 on costumes.2 In 2023, consumers in the U.S. are expected to spend an average of $108 on Halloween-related items. In the U.K. this year, the retail expenditure on Halloween products is projected to reach nearly £800 million.3
Because the festivities extend beyond treats and costumes to decorations, parties, cards, entertainment, and more, brands have a multitude of opportunities to connect with consumers through Halloween ads across a wide variety of products.
From decorating and carving pumpkins to trick-or-treating and handing out candy, there are a lot of ways consumers take part in Halloween festivities. In 2023, consumers in the U.S. are expected to spend most on costumes (including those for children and pets), decorations, and candy. 4
Pumpkin carving is also a popular activity. In 2022, nearly 149 million people in the U.S. said they planned on making a jack-o’-lantern—an increase of about 2 million from the previous year. 5 Meanwhile, the top ways to celebrate Halloween, according to a Statista survey, are to hand out candy, decorate the house, dress in costume, carve a pumpkin, throw a party, or dress up a pet. Brands that sell products related to any of these categories—from costumes or candy to party-planning supplies—may want to consider Halloween ads.
A general recommendation for holiday advertising is to consider advertising with Sponsored Products, since big events such as Prime Day can lead to an increase in shoppers. For example, you could create tactics for advertising products popular during a given event, such as candy and costumes in the lead-up to Halloween.
Halloween is a holiday celebrated in many countries around the world on October 31. With origins that date back to ancient seasonal Celtic harvest festivals, Halloween takes place the evening before the Western Christian feast of All Saints’ Day, which marks the beginning of Allhallowtide. In its modern form, Halloween is largely celebrated with popular activities like dressing in costume, trick-or-treating, carving jack-o’-lanterns, and sharing scary stories.
Halloween is celebrated on October 31.
Halloween is celebrated in many countries across the globe, predominately across North America and Europe. The holiday has also more recently been embraced in Japan, where it is popular to dress up in costume.
Día de los Muertos, or Day of the Dead, is a holiday when families reunite with and honor the souls of their late loved ones with festivities that include food, drink, singing, and dancing.
Día de los Muertos is typically celebrated on November 1 and 2.
With roots dating back thousands of years, Día de los Muertos is an important tradition with ties to Mexico and is celebrated across other countries across the world.