Halloween is upon us!
Did you know it is the 8th-highest spending holiday in the US? Last year Americans spent 8 billion dollars on candy, costumes, and decorations. A record high!
Think about it – what other holiday do people open their doors and share freely with strangers? Your brand can target consumers at the exact time and places they will be making plans and purchases for Halloween.
Here are three local marketing tricks and treats for your brand.
1. Know Your Halloween Shoppers
47% of people plan to dress in costumes this year.
73% of households will buy at least one costume.
47% of consumers will buy their costumes in stores.
43% will buy costumes online.
Wherever they’re purchased, online is an important channel for both inspiration and sales. Costumes aren’t just for kids – plenty of adults will dress up at work, at home and for parties.
2017 Huddle Halloween Party
Adults will spend an average of $31.03 on their costumes and millennials will spend an average of $42.39 for theirs, thanks to the keen attention Halloween gets on social media. 28% of millennials say Pinterest is their main source for inspiration, while 23% look to YouTube. Research shows millennials spend their free time socializing in locations from trendy bars to art galleries.
Create a targeting segment, based on demographic and location data, to reach them as they socialize. Your ads can serve as conversation starters, and get them excited about dressing up for Halloween. Follow up with mobile and social media retargeting during the hours they’re most likely to shop.
2. Make Your Halloween Marketing Smarter
Consumers who’ve visited your store are excellent Halloween prospects. You can use location data to find, segment and target them in real time with Halloween offers. Location data is a targeting asset for marketers to help drive creative messaging and offers.
For instance, if location data shows a consumer visits a day care center twice a day, five days a week, we can assume that consumer is a parent who will be receptive to ads for children’s costumes. Other data, such as purchase history, can be used in messaging across various locations, which can lead a consumer to purchase.
You can also retarget them at home via any device connected to their WiFi, including their connected TVs!
3. Timing is Everything
October is a key time for purchasing all Halloween items, which means your campaigns should be planned, and your shelves stocked, at least six weeks prior.
Parents are the ones shopping early, which means your initial target audience will be audiences likely to visit kindergartens or schools. These shoppers will be interested in costumes, candy, and decorations for Halloween-themed parties.
Lots of people, college students for example, put off Halloween preparation to the last minute. Campaigns for this audience can wait until the week before. Most sales associated with parties will occur the weekend before.
You can also consider real-world events in your targeting. Provide useful tips and “tricks” for keeping trick-or-treaters warm, feature recipes for festive cocktails, or provide safety tips for the night of Halloween.
If you were late to the game with theses tricks and treats for your local marketing strategy, no worries!! Now is the time to start your holiday marketing for the rest of the year. Regardless of the holiday, these tricks can be used for every holiday season!