Report:

New Spooky Season Insights to Fuel Halloween Marketing Success

September 26, 2024

As Halloween creeps closer, InMarket’s Halloween Insights dives into shoppers’ plans and provides actionable recommendations for marketers.

In preparation for consumers flocking to stores to find sweet treats, perfect costumes and holiday decor, InMarket’s Halloween Insights Report explores what the shopping season will have in store.

Based on survey results from over 2,700+ respondents, InMarket’s 2024 Halloween Insights Report dives into all things related to budgets, favorite brands, top retail channels and more, so marketers can hear from the people who matter most—consumers themselves.

Key takeaways include:

1. While shoppers plan to spend the same amount or more than last year on Halloween items, price remains the top priority.

Name brands undeniably feel the burn of the Value Wars, as consumers look to save and shop value deals. No, that doesn’t mean hope is lost for increasing Halloween success and winning back or retaining your loyalists. It simply means it’s more important than ever to understand opportunities and challenges to fuel an effective, data-driven approach.

To start, dig into insights. Work with a partner who can help you both analyze your performance and fill in the gaps across the competitive landscape, providing pivotal intel into fellow name brands and private labels alike. Ask questions like:

Did a particular promotion or product bundle lead to spikes in sales that you could emulate this year?

Did you unknowingly see significant increases in visits and sales around payday? (It wouldn’t be shocking if you did—a recent InMarket study found spikes across retail categories timed with biweekly paydays.)

Which channels were the most effective among particular audiences like Gen Z versus Gen X?

Are your competitors seeing lulls during certain days or weeks during the month, or across categories and/or products where you can shine?

Who are your best customers, lapsed and/or lost customers and is there an opportunity to grow sales by targeting those in the middle – the moveable middle? And more.

Nuanced insights are the building blocks for increasing the effectiveness, efficiency and, of course, spookiness of your Halloween marketing strategies and tactics.

2. As shoppers plan to stock up closer to the holiday, double down on creative, real-time ad experiences to stand out.

Nearly 56% of consumers plan to shop in October as Halloween creeps closer. As the competition for shoppers’ attention and dollars heats up heading closer to the 31st, it’s critical for marketers to create unique ad experiences that breakthrough the clutter.

It doesn’t have to be a massive partnership with Beetlejuice, Barbie or Wicked to do that. Think creatively about ways to craft personalized, real-time experiences for shoppers as they’re actively in market.

With new AR technology, can you stand out from the crowd? Think creatively and integrate immersive experiences into your mobile ads, enabling shoppers to try on funny accessories or see how decor items would look on their front porch as they prepare for the festivities.
There are other simple yet impactful ways to elevate your ad experiences to drive consideration and ultimately purchase. Integrating location and stock information can enhance the convenience factor.

Grocers and big box retailers are among the top retail channels for Halloween shopping. For retailers with same-day curbside pick-up or late-night and early-morning delivery, lean into that messaging across ad experiences as we get closer to the last week in October. Launching an interactive swipeable ad with product bundles offering candy, baked goods and even apparel letting shoppers quickly check-out and purchase items they need to drive that purchase.

Think outside the box across categories, even alc/bev. It’s no secret that Gen Z and Millennials are obsessed with Halloween, for example. Consider creative and engaging ways to make your brand the beverage of choice at Halloween parties with interactive ads featuring spooky cocktails recipes to simplify the party planning process or inspire a Halloween cocktail night.

We’re only getting started with creative strategies! If you’re interested in learning more shoppers’ plans this Halloween, including their top sweets choices, budgets and more, alongside actionable advice for optimizing Halloween success, check out the full Halloween Insights Report or contact your InMarket sales representative today.