Halloween is fast approaching. And since it is one of the most celebrated holidays, after Christmas and Easter, retailers and digital marketers should be stocking their shelves with costumes and candy and coming up with strategies to achieve their sales targets for the year as the holiday season kicks off.
A survey by the National Retail Federation revealed that the average American shopper spent $77.52 in the 2014 Halloween holiday. Data from the same year showed that Americans spent a total of $7.4 billion for the holiday, with the largest fraction, $2.5 billion, spend on candy alone, $1.4 billion going towards the purchase of adult costumes, $1 billion for children’s costumes, and another $350 million being spent on pets. The survey showed that an estimated 75 million adults dressed in costumes in 2014.
Adults and children love to celebrate this fall holiday in different kinds of ways, and dressing in costume has increasingly become popular year after year. As the end of the month approaches, retailers can expect increased in-store and web traffic, with some consumers purchasing must-have items earlier to avoid the last minute rush.
Top costumes for adults include witch, animal, Batman character, zombie, pirate, vampire, and doctor/nurse, while the top costumes for children include princess, animal, Spider-Man, action/superhero, Frozen character, Batman character, superman, teenage mutant ninja turtle, pirate, and witch. Most pets are usually dressed as devils, pumpkins, cats, bumblebees, and hot dogs.
How digital marketers can prepare themselves
According to the survey, most Americans search for costume ideas online, especially on social media site Pinterest. So, setting up a profile on popular image social networks should be one of your priorities. Other things to consider include:
1. Preparing yourself for mobile search
Consumers are increasingly relying on their mobile devices to conduct research. In fact, Halloween related mobile searches are claimed to have grown by 1,052 percent on Bing Ads between 2013 and 2014. So, design and organise your Halloween related web pages appropriately, positioning the most relevant content at the centre of your screen for maximum engagement.
2. Use attractive words and highlight them
Your website should be tailored for both desktop and mobile device users, depending on the products you are selling.
Apparel and accessories retailers, for instance, should highlight words like “huge selection” or “great selection” for their desktop site, and keywords like “outfits” and “costumes” for the mobile devices. Candy and gift brands, on the other hand, should highlight words like “discount”, “save percent”, “order now”, “hurry’, “custom”, and “premium”, among others.
To maximise on the Halloween holiday, it is important that digital marketers make their products easy to find and buy online. For instance, they can use sitelink extensions that direct shoppers to the Halloween-specific items on the website, or use Product Ads to showcase their Halloween-themed products in a fun and creative way.