Scary Early: Holiday Marketing & Analytics Long View Timing to Touchpoints

Halloween isn’t just for kids anymore and marketers and retailers are taking note. Now, it’s about the experiences, being together, and having a scary good time on a small scale.  Holiday shopping is happening earlier and it’s just not in the purview of Black Friday and Christmas shopping. Wondering what’s changed and what the crystal ball may hold for future Halloween holiday Marketing & Analytics?

So, we reached out to some professionals in the retail and marketing industries asking for their take on the change in holiday shopping from Halloween onward. From early shopping to slowed spending against rising prices, as people cut back their holiday spending.

Marketing & Analytics Insights from the Field

“Now that the pandemic is considered over, people are ready to get back into the swing of normal holiday festivities. We’re seeing a trend in early shopping this year, which is likely to stick around for the next year or two.” says James Green, Owner, Cardboard Cutouts.

“The biggest game-changer we’ve noticed has been that this year, holiday-related searches are happening a lot sooner/further in advance than in previous years, showing that people are really excited to celebrate Halloween and the holidays this year.

Halloween searches started in July this year to really pick up steam, showing us people are really planning in advance.” adds Laura Rike, Pinterest Coach at laurarike.com.

“Consumers are feeling the impact of rising prices as they prepare to shop for the upcoming holiday season – and this year’s spooky fall festivities are no exception.

84.51°, the Cincinnati-based Data powerhouse that helps Kroger and its partners create customer-centric shopper journeys, has captured consumer insights that show many people are looking to cut back on Halloween festivities this year, especially in these particular areas:

• Halloween décor (41%)
• Candy (33%)
• Costumes (24%)
• Food for gatherings (23%)
• Beverages for gatherings (18%)
• 31% say they don’t plan to celebrate Halloween at all.

But for those who are, here’s how they’re planning to spend the night:

• Staying home and handing out candy (33%)
• Going trick or treating in their neighbourhood (22%)
• Going to a trick or treating event (school, church, zoo, shopping area) (16%)
• Going to a Halloween party (16%)
• Going trick or treating in someone else’s neighbourhood (12%)”

Halloween Marketing Has Shifted from Candy Grabs to Experiences

“In the past, Halloween was primarily about buying products such as costumes and candy. However, now, many marketers are focused on creating unique and memorable experiences for their customers. This can be seen in the rise of Halloween-themed events, activities, and attractions. By creating an immersive and exciting experience, marketers can capture the attention of potential customers and stand out from the competition.” says Brandon Wilkes, Marketing Manager @ The Big Phone Store.

So, this year and coming years may be just the beginning for the hospitality industry to level up their experiential offerings.

According to Ajitesh Agarwal, Associate Director, Marketing, Knowledge Excel social media has played a pivotal role in the evolution of Halloween marketing. Below are some trends to watch.

“In 2022, consumers in the United States are expected to spend an all-time high of $10.6 billion for the Halloween season, according to Statista. Hotels want in on the action and many have created special packages designed to entice Halloween enthusiasts to their properties. Hotels across the country are offering tea parties with a haunted twist, featuring exclusive spooky bar & food menu items. Follow up on these unique venues across the country, from a Mad Hatter-Esque underground bar in Downtown Los Angeles and an exquisite grand ballroom in San Diego to a wickedly enchanting tearoom in Atlanta.”

Three Analytics Trends for 2022 and Beyond

The way we do business has changed irrevocably, and everyone is adapting. Customers have a variety of touchpoints and channels to choose from when they make purchasing decisions, and that means marketers must shift, too. There’s a lot to juggle now and navigating the long view from timing to touchpoints can be daunting.

Here are three trends to watch:

• Decentralized Customer Engagement

Podcasts, streamed media and more offer a host of new opportunities to engage new and diverse demographics to reach more customers. Widening the reach can give Analysts additional insights into what customers most want and where they want to find it.

• Time to Rethink, Refresh, and Reboot Your SEO

SEO platforms are increasing their Analytics features and considering searching on other social media platforms such as Pinterest and Instagram.

• Diversity Initiatives Attract and Retain Analytic Talent

Analytic insights are drawn from a variety of industries. It’s important to consider as job seekers shift into the tech talent pool and realize what insights they can offer from their unique experiences.

 

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Quotes have been edited for content and clarity.