Digital Advertiser’s Guide to Halloween
Trick or treat! Welcome to the digital advertiser’s guide to halloween.
To quote the witches in Shakespeare’s Macbeth:
“Double, double toil and trouble; fire burn, and cauldron bubble.”
It’s Halloween season once again, and as you may or may not be aware, the holiday is an absolute blast! Costumes, candy, parties with friends, spooky music on the radio. What’s not to love?
For business owners and advertisers, Halloween is also a veritable gold mine. Americans spend an average of almost $83 each on the holiday each year! There’s plenty of room within that range for you to get yourself a slice of that pumpkin pie. But how do you take advantage of the spooktacular last day of October? How do you make sure your business is able to capitalize? Fear not! We’re about to sink out fangs into this topic on the blog.
Trick-or-Treating: How Big is the Halloween Business?
You may be wondering what the raw data is to back up some of the aforementioned claims about Halloween. Maybe you’ve always been a stick in the mud, and struggle to see how this holiday can help your business. Perhaps you, like Charlie Brown, received a rock in place of candy as a child. In any case, 69.1% of Americans plan on celebrating Halloween in 2017. One year ago, Americans spent a total of $8.4 Billion on the holiday, making it one of the biggest commercial periods of the year.
Still not convinced? According to data from the National Retail Federation, Americans spent more money on Halloween in 2016 than ever before. Even if the trend does not continue upward, $83 per American, on average, is still a good chunk of change. There are all sorts of businesses that can make money this time of year, you just have to know how to market yourself.
A Scary Good Time for Marketers
If Halloween is such a great time of year for businesses, when should you start advertising for it? When is the best time to take advantage of all the potential sales? In short, now! More than a third of Americans who celebrate Halloween (34%) start their shopping for the holiday before the month of October. That’s a lot of people you could miss by waiting too long to get your spooky on.
That being said, if you manage to get your ads out there in time, you’re tapping into a lucrative market. This is especially true for sellers of costumes, candy, decorations, and greeting cards. Americans spent $3.1 Billion, $2.5 Billion, $3.1 Billion, and $2.5 Billion on these items respectively in 2016.
What if you don’t sell any of those things? Is there any way for your business to still benefit from the Halloween buzz? Absolutely. Popular Halloween activities such as parties, DIY costumes made at home, pumpkin carving, visiting haunted houses and other such attractions, and many more present opportunities for retailers of all varieties.
By tailoring your marketing campaigns to this time of the year, you can attract hordes of potential customers who might not have otherwise discovered your business. Sounds like a devilishly good plan to me.
The Role of Digital
As with nearly all parts of our lives, Halloween is growing increasingly digital as the years progress. When asked by pollsters from the National Retail Federation where they got the idea for their Halloween costume, nearly 70% of respondents replied that they concocted their creation from something they saw online. 34% said Facebook or Pinterest alone, just two sites, gave them their ideas.
What does this say about how you should advertise to the Halloween crowd? Why the importance of digital marketing, of course! If you can reach those users while they are scrolling through their feeds, searching for ideas, you have a prime potential customer!
“DIY” video searches on YouTube increase by 200% around Halloween each year. This is because many are on the lookout for clever costume and makeup tutorials. Why not take advantage of this increased search volume and show some of your new TruView and bumper ads? These types of ads have been shown to increase demand in users, if you can catch their attention.
By experimenting with mixed media, and trying to tailor your messages to the Halloween audience, you’ll see potentially monstrous gains for your campaigns!
Halloween is a very fun time of year, but it’s also a great opportunity for marketers to show off what they’ve got. Remember to start early with your ads, catch users’ attention with clever messaging, and think outside the box with what media you use. By incorporating all of these tips into your holiday strategy, you’re in for a real treat.
Happy Marketing! Happy Halloween!