32 Percent Of Consumers Start Halloween Shopping In September, NRF Finds

It’s time for marketers to turn their attention to the spookiest shopping holiday of the year — which last year brought in a whopping $7.4 billion.

With Labor Day Weekend now in the rearview mirror, marketers can turn their attention to the next crucial sales holiday: Halloween, which last year drew $7.4 billion in spending according to the NRF.

Two-thirds of American adults celebrate the holiday, which means tricks (and treats) aren’t just for kids after all; these adults are spending an average total of $78 each on candy, decorations, and costumes.

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Below, key takeaways from NRF Halloween consumer research — and tips for driving in-store trips during the spookiest shopping season.

  • Start The Spooks Early: Halloween isn’t just a day-of event; The NRF reports that 32 percent of shoppers start buying Halloween goods even before October 1st. In other words, mid-September isn’t too soon to get started with Halloween-themed in-store experiences — or mobile ads tailored to the holiday and related promotions.
  • Make A ‘Monster’ Mobile Effort: According to Microsoft data from 2014, Halloween searches on mobile grew 1,052 percent from 2013 to 2014. The clear implication is that mobile consumers are increasingly relying on their devices in the research phase — and adding local extensions, store finders, and the like help bring on-the-go searchers in-store to make their purchases.
  • It’s DIY Time: Do-it-yourself is popular in Halloween searches, with consumers looking to make their own costumes and decorations — but they still need some store-bought items in order to do so. Marketers can tap into the trend by including “DIY” or “how to” in ad copy or keywords, making how-to videos, or even simply handing out recipe cards in stores.
About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.