Halloween Marketing: Trick, or Treat?

Caid Christiansen• October, 28 2015

How did Halloween turn into such a big deal?

For 2015, the National Retail Federation (NRF) is forecasting that a total of $6.9 billion will be spent on Halloween. Some retailers report that Halloween sales will make up 30% of their total annual sales.

For a historically marginal holiday, Halloween has had a huge boom in popularity—as is evidenced by the sales dollars retailers are raking in. In 2005, the average consumer was spending less than $50 on Halloween items. This year, that number is up to $74 per person—a 50% increase.

So, what’s led to the takeoff in the popularity of the holiday (and the number of dollars spent)? Many experts point to the social media factor.

Halloween is a holiday tailor-made for the age of social media. It’s true that the other traditional holidays—Christmas, Thanksgiving, Independence Day, etc.—all trend well. With party planning, there’s plenty of opportunity to share ideas, themes, and decorations with friends and family members. However, because of the number of people who dress up for Halloween, the holiday has a special “look at me” factor custom-made for sharing.

Over-the-top Halloween costume parties generate pre-holiday searches for and shares of ideas for not only party hosts, but all the attendees as well. And, after the holiday all the major social platforms are filled with photos and videos showcasing the individual’s costume and celebration.

Savvy brand managers will realize the potential for social media promotions during this time to take advantage not just of the popularity of Halloween, but of the increased social engagement during this period.