Halloween insights to jumpstart the holiday season

As the leaves change color and the air turns crisp, Halloween marks the unofficial start of the holiday season. For CPG brands, this spooky celebration presents an opportunity to engage with shoppers and set the stage for the festive months ahead. Here’s how brands can kick off the holiday season effectively, starting with Halloween.

Understanding shopper behavior

Halloween is a holiday filled with family traditions and festivities. According to our research, the top three ways shoppers plan to celebrate Halloween this year include:

• Decorating their homes: 53%

• Carving pumpkins: 48%

• Staying home and handing out candy: 43%

Source: 84.51° Real Time Insights Survey, September 2024

However, our research also shows that some shoppers are looking to cut back on certain supplies, with 37% reducing their candy purchases and 36% cutting back on decorations. Based on these insights, a wide range of affordable decorations and candy are likely to resonate with shoppers.

Inspiring shoppers

Inspiration for Halloween festivities is often found online. Social media platforms like Pinterest, TikTok, Meta and Snap are popular sources for costume and decoration ideas. Brands can piggyback off this online traffic by establishing themselves as relevant purchases on these platforms. By creating engaging content and utilizing personalized ads, brands can reach consumers where they are already seeking inspiration.

Maximizing in-store and online synergies

While in-store remains a key channel during the Halloween season, with more than 80% of shoppers indicating they’ll shop in a brick-and-mortar store for Halloween decorations, 49% of shoppers are heading online for decorations, according to our September Real Time Insights Survey. Brands can create a seamless omnichannel shopping experience by amplifying their in-store deals and promotions through digital channels. Employing strategies such as enhanced search optimization can also help brands stand out and capture add-to-cart clicks.

Preparing for the broader holiday season

Halloween is just the beginning of the holiday season. Brands should use this time to get a jump on broader holiday season meals and celebrations. For instance, in addition to popular seasonal flavors and products, versatile, year-round staple foods can be incorporated into various holiday meals and campaigns. By highlighting the convenience and multi-purpose use of these common foods and products, brands can appeal to shoppers looking for practical and flexible options. Additionally, brands can create engaging content and promotions that emphasize the ease of preparing holiday meals with these staple items, encouraging early purchases and brand loyalty. By understanding shopper preferences and behavior this Halloween, brands can effectively engage with unique offerings and strategic marketing, setting the tone for the upcoming festive months. It’s not all about tricks or treats; it’s also about capturing the spirit of the season and meeting shopper needs. So, get ready to embrace the spooky season and set the stage for a successful holiday season ahead.

For more holiday insights, check out the September issue of the Consumer Digest.