There’s a new retail trend in town: Consumers are starting to shop for Halloween during the summer, rather than waiting until the traditional buying month of October. And according to the National Retail Foundation, while this year’s spooky haul won’t be quite as big as last year’s, it’s still sizeable: Consumers are expected to spend upwards of $11B on tricks, treats, and costumes.
Resonate’s audience of Halloween Shoppers is also sizeable, at 12.1M consumers. In this blog, we’ll take a deeper dive into who these shoppers are, what their consumer preferences are, where you can find them, and more.
Who are the Halloween Shoppers?
To start, a whopping 67% of them are female. They also tend to be on the younger side: 29% are Gen Z, and 48% are Millennials. Since 57% of them shop online, it’s crucial to make sure your websites are personalized with Halloween-geared products in addition to your stores.
And they don’t just love Halloween: These consumers are big on shopping for many occasions. Here are a few of their favorites:
-96% Christmas/Winter Holidays
-88% Celebrating other people (birthdays, anniversaries)
-63% Valentine’s Day
-61% going on vacation
-60% back to school
What Are Their Shopper Preferences?
Halloween Shoppers are more likely to purchase products that are fun, rewarding, and family-friendly, and they’re less likely to buy items that are familiar, easy to use, and innovative. They’re also a very cost-conscious group who overwhelmingly selects retailers based on who has the best prices and sales, and 44% use coupons.
What about the primary influence on their purchases?
Price 46%
Brand 33%
Convenience 21%
When it comes to retailer selection traits:
82% look for the best prices/sales
49% want convenient locations
40% want a larger product selection
Make sure you’ve got some goodies at the checkout counter: 41% of the audience makes impulse purchases.
In addition to sales, there are a few other ways to get the Halloween Shoppers in the door (or on your site). 24% prefer retailers with staff members who are friendly and helpful, 18% look for an easy return policy, and 28% want brick-and-mortar stores to be clean and enjoyable to shop in.
How to Engage Halloween Shoppers
To capture the Halloween Shoppers’ attention, make sure you tailor your creative and messaging to align with their personal values. This is a great way to ensure you stand out from the competition.
According to Resonate’s Personal Values Report, Halloween Shoppers value stimulation, nature, and creativity. Here’s how you could use these personal values in your creative and messaging:
Stimulation – Life Full of Excitement, Novelties, & Challenges: Consider using themes of adventure, inventiveness, excitement and variety in life.
Nature – Caring for Nature: Try using themes of unity with nature, safekeeping and conservation.
Creativity – Freedom to Be Creative: Use themes of innovation, originality, and cleverness.
With Resonate, engaging the right shoppers with the right message at the right time is easy. To learn more about how you can activate an audience of Halloween Shoppers instantly and launch a marketing campaign for this or any other holiday, download our Holiday Segments Lookbook today.
