halloween marketing

Facts to base your Halloween Marketing campaigns on!

Pumpkin carving, sipping on cyder (or a pumpkin spice latte), and getting gut rot from too much candy – and tricker-or-treaters are right around the corner, quite literally. Even though 2020-2021 have been turbulent years, it doesn’t mean companies are out of luck when it comes to ghostly deals and ghoulish fun. In fact, Halloween marketing strategies might be even easier.

More than half of the population is celebrating Halloween

As we said, despite the pandemic, Americans plan to celebrate Halloween this year. The Coronavirus has not been able to stop children and adults from trick-or-treating. Obviously the holiday will be somewhat different this year due to many factors, but consumers are looking for ways to celebrate this day safely.

“Retailers are poised to meet the increased demand for seasonal decorations, costumes and other items that allow families the opportunity to celebrate Halloween safely.” Matthew Shay, NRF president and CEO

According to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics, more than 148 million U.S. adults plan to participate in Halloween-related activities.

graph1 national fed retail halloween marketing
Source NRF


Candy, the kings of Halloween Marketing

All of this year’s celebration plans have been affected by the pandemic, and Halloween participation is down to 58% this year. Parades, candy distribution and costume parties have changed and decreased as all of these activities have had to be adjusted to social distancing. Interestingly, however, 17% plan to celebrate Halloween virtually.

  • Consumer spending is expected to reach $8.05 billion.
  • Those who are celebrating plan to spend $92.12 on average.
graph2 national fed retail halloween marketing
Source: NRF

Timing & Actions

As business owners, whether online or physical, and pending our Halloween marketing campaigns, it’s worth asking ourselves… When do people start buying things for Halloween? Because it’s one thing to start in September, in the middle of September, or in October…. And we need to know this to start our campaigns, online and offline.

Data from the NRF (National Retail Federation) survey shows that 7% of celebrants start shopping for decorations, candy and costumes before September, 31/35% (depending on gender) do so in September, 42% in October and 21/17% leave shopping to the last minute, two weeks before October 31.

graph3 national fed retail halloween marketing
Source: NRF

Clever Tip: As per Google data, most people search for Halloween-related keywords during the second and third weeks of October. 

Purchase locations

As for the selection and purchase of products, we know from surveys that 35% of Halloween celebrants will search online for the products they want to buy, and of these, 29% will finally make the purchase online. Start preparing your campaigns now! 

graph4 national fed retail halloween marketing
Source: NRF

Clever Tip: Don’t miss out on this marketing opportunity, keep it centered around your products and company without losing sight of the Halloween spirit.


Lucia Rodriguez


Luci studied journalism, but soon realized that what she truly loves is writing content and SEO. Cat mom and burger lover, Luci is the SEO and Content Manager at Clever ecommerce and Clever Ads ❤️ #seo #content #marketing

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