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Halloween Is Big Business For Retailers – Estimated To Gross $8.8 Billion This Year

Halloween Is Big Business For Retailers – Estimated To Gross $8.8 Billion This Year

Halloween isn’t just a holiday for kids, adults spend significantly on their own costumes, decorating their homes, dressing up pets, and purchasing candy. This year 68% of people in the U.S. plan to celebrate the holiday and according to the National Retail Federation, men will spend $96.13 on average, while women will spend approximately $76.92. They also found that 69% of Americans will hand out candy while 47% plan to wear a costume. That’s a large segment of the population that are actively looking for inspiration, products, and tutorials for their eerie night out. 

Jack-o-lanterns alone bring in significant revenue for businesses. In 2018, consumers spent approximately $575.26 million on pumpkins during the Halloween season.

Overall sales are projected to reach $8.8 billion this year – a major increase from ten years ago when spending totaled $4.8 billion. 

Let’s look at brands who are doing it right and how retailers can capitalize on this influx of business during this holiday.

Identify Which Elements Of The Holiday Align With Your Business 

Delivering what the consumer is looking for is the surest way to increase business. That’s why it’s critical to identify which elements of the holiday – such as costumes, home decor, makeup, etc. – align with the products and services you offer, and then deliver those elements in a creative and relevant way. Some businesses have a direct connection to the holiday and find it easy to market to the right audience. 

NYX Cosmetics dedicated an entire page of their website to halloween looks and marketing, while also partnering with award-winning makeup artists to create unique characters and makeup looks. The company also offered services in store to apply halloween makeup looks for their customers.

Of course the cosmetics and beauty industry have a direct correlation to Halloween, as most people use makeup for their costumes. However, it’s not always such a simple connection for other businesses. Consumers shop at a variety of stores for their Halloween needs – 42% of consumers said they planned to make purchases in a discount store as part of their Halloween shopping.

Creativity Is Key

Halloween, more than other holidays, is about creativity – and that’s why brands need to be imaginative when coming up with their marketing campaigns. 

For example, food and beverage companies can share artistic Halloween-inspired recipes or cocktails on social media and on their websites to provide inspiration and demonstrate how to use their products for the holiday. The Food Network got it right with their Halloween Marshmallow Web Ghost Cake tutorial that garnered over 6.7 million views on Instagram alone. 

Home improvement stores can show before and after images of different interiors and how to decorate for the holiday on every budget. Hardware stores can showcase DIY projects that can not only save consumers some money, but also allow people to create one-of-a-kind costumes or decor. 

Utilize Pinterest 

By being visible where customers are already browsing for holiday ideas, companies can identify new leads and offer services to the right clientele. For example, almost every woman I know looks to Pinterest when researching costume ideas. Businesses should create content that demonstrates how their products can be used for creative costumes or halloween home decor. Linking these Pinterest posts to the company website is sure to drive traffic this time of year. 

Videos and how-to tutorials should be a large part of this social media marketing strategy, as consumers are looking for guidance on how to execute their favorite holiday projects. According to NRF’s survey, 35% of shoppers cite online search as the top source of inspiration.

It’s critical to have Halloween content marketing campaigns that are creative, fun, and maybe even a little magical.


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