Halloween has evolved into a significant retail season, providing CPG brands and retailers with a major financial opportunity. It drives high spending with concentrated purchase intent, which can be effectively captured with the right retail media strategy at the point of sale.
This involves understanding the modern Halloween shopper, who buys not only candy for trick-or-treaters but also items for parties and events. They're receptive to relevant ads during online searches or in-store browsing.
The financial stakes here are massive. Based on data from the National Retail Federation, Halloween spending in the U.S. was projected to hit an incredible $11.6 billion. Even though that's a slight dip from a record high, it still shows just how engaged people are, with the average person spending $103.63. The big money is flowing into key categories like decorations ($3.8 billion) and trick-or-treat candy ($3.5 billion), which tells us exactly where shoppers are putting their dollars. This is a clear signal for brands to align their campaigns with these hot segments.
Halloween items start showing up in stores as early as August. This is not your imagination; retailers are starting promotions sooner. According to supply chain expert John Saldanha, retailers order holiday stock nearly a year in advance, placing it on shelves by late summer. This strategy shifts inventory costs to consumers, who purchase early to secure desired items.
"When retailers extend the shopping seasons for holidays like Halloween, it’s about generating excitement, engaging you and pulling you off the sidelines."
Brands need to act fast due to the new timeline. Launching retail media campaigns by October is too late. Starting earlier allows you to:
Reach the 49% of consumers who begin Halloween shopping before October.
Ensure your brand is top-of-mind when shopping lists are made.
Obtain prime ad spots before the market becomes saturated and costs rise.
Today's Halloween shoppers begin their journey online weeks or even months before October 31st, combining digital browsing with in-store purchasing. Inspiration might strike from a TikTok costume, Pinterest recipes, or Instagram decor trends. This initial phase involves collecting ideas and forming a mental shopping list well before visiting a store.
As the season draws closer, this casual browsing shifts into active planning. The shopper then heads over to retailer websites and apps to compare prices on bulk candy, check if a specific costume is in stock, or add party supplies to a digital cart. A critical part of figuring this out is utilizing analytics to understand customer behavior and spotting these high-intent signals.
The shift to digital has altered the Halloween shopping timeline, with a notable rise in early online purchases, particularly among those under 35. For CPG brands and retailers, having a robust digital presence is crucial to capture this proactive audience, offering an opportunity to connect with shoppers at key moments in the Halloween retail media space.
By understanding this omnichannel path, brands can move from simply being on the shelf to becoming an integral part of the shopper’s Halloween planning process. The goal is to be helpful and relevant at every step.
What does this mean for brands in practice? Consider the journey as a series of impactful moments:
Discovery Phase: A CPG brand might run video ads on a retailer's site, showcasing fun recipes to engage consumers.
Planning Phase: A candy brand like Mars Wrigley could offer digital coupons via a grocery app to shoppers who previously bought baking supplies.
In-Store Purchase: Shoppers in the aisle might see a digital screen reminding them of the coupon, influencing their purchase decision.
Each touchpoint, from online ads to in-store displays, is an opportunity to guide consumers from initial interest to purchase, highlighting a connected retail media strategy.
To effectively influence shopper decisions, a well-defined strategy is essential. Creating a successful Halloween campaign relies on structured planning with clear goals that lead to measurable outcomes. Start by setting precise objectives—whether you're introducing a new pumpkin spice snack or maintaining market dominance like Hershey or Mars. Your goals will guide all decisions, from budgeting to ad content. Without specific targets, your campaign lacks direction. A clear objective ensures every investment contributes to a significant business result.
A simple "Happy Halloween" message is no longer enough. To truly connect, you must target diverse shopper profiles through effective audience segmentation. This strategy allows for crafting messages that align with specific needs, making ads helpful rather than intrusive.
Consider these Halloween personas:
The Party Host: Seeks bulk snacks, themed decorations, and beverages. Ads should emphasize convenience, value, and exciting ideas for memorable events.
Trick-or-Treat Families: Focused on costumes, candy, and safe decorations for kids. Messaging should highlight family fun and safety.
The DIY Decorator: Interested in craft supplies, pumpkins, and unique lighting. Campaigns should inspire and showcase product versatility.
By focusing your offers on these segments, your Halloween retail media efforts become more effective.
Okay, so you know your goals and you know who you’re talking to. The next piece of the puzzle is picking the right channels and creative to reach them. The retail media world offers a whole toolkit of options, and the key is to match the format to your objective. A shopper actively searching on Kroger’s website has a very different mindset than someone browsing in the physical store. See How to Plan Halloween Creative Ads to Maximum Impact
A winning strategy uses a mix of ad formats to guide the shopper from initial discovery to the final purchase. It's about being present and helpful at every key moment in their journey.
Here’s a simple way to think about your options:
On-Site Sponsored Products: Ideal for attracting shoppers searching for items like "Halloween candy assortment" or "outdoor spooky lights."
Display Ads: Great for raising awareness and showcasing new products with eye-catching banners.
In-Store Digital Screens: Perfect for influencing decisions at the shelf, encouraging impulse buys near checkout.
To really build a winning strategy, think about how innovative techniques can give you an edge. For example, exploring solutions like AI-generated content for enterprise creative teams can help you produce a ton of diverse, seasonal creative at scale, making sure your visuals are always fresh. The creative itself has to be seasonally on-point, clear, and compelling enough to cut through all the noise and get people to act.
A successful strategy is essential, but execution is crucial. For Halloween in retail media campaigns, it's about choosing the right platforms and timing to capture shoppers' attention and spending.
This involves a coordinated approach across on-site, off-site, and in-store media, each guiding customers from initial interest to purchase.
Effective campaigns blend various channels to create a seamless brand experience, engaging shoppers at every stage.
On-Site Sponsored Products: These act as your digital storefront, placing your brand prominently when shoppers search for "Halloween candy" online.
Off-Site Extensions: Extend your reach beyond retailer websites using first-party data to engage your audience on platforms like TikTok or Instagram.
In-Store Media: This is key for influencing last-minute decisions, with well-placed digital screens prompting impulse buys.
Data shows discount stores are popular for Halloween shopping, but specialty and online retailers are close behind. With 72% of households participating in Halloween, broad visibility across channels is essential, You can dig into more insights into Halloween shopping trends to sharpen your plan.
Launching your Halloween campaign is just the start. The focus now shifts to measuring and optimizing for a worthwhile return on investment. Beyond clicks and impressions, key metrics like Return on Ad Spend (ROAS), incremental sales lift, and new-to-brand household acquisition are crucial for assessing campaign success.
Modern retail media networks offer real-time dashboards allowing dynamic adjustments. For example, if pumpkin carving kits outperform candy ads by 25%, reallocating budget can maximize effectiveness during Halloween's short sales window. Testing and learning on the go can identify:
High-converting keywords for Halloween supplies.
Responsive audience segments, such as "Party Hosts" or "Trick-or-Treat Families."
Optimal ad timing for reaching last-minute shoppers.
Making data-driven decisions mid-campaign can significantly improve ROAS.
Post-campaign analysis is key for future planning. Look beyond sales figures to understand your campaign's impact. Networks like Intouch.com offer closed-loop attribution, linking ad exposure to sales for a comprehensive view of online and offline effectiveness. This insight builds a smarter playbook for next year.
Halloween's retail media strategy must evolve. Predictive targeting, like identifying "Party Hosts" through early search behavior, can proactively engage potential customers with relevant content.
To stay ahead, focus on:
Early Planning: Use current data to plan next year's strategy immediately.
Online and In-Store Integration: Leverage platforms with closed-loop attribution to connect digital ads with in-store purchases.
Dynamic Creative: Move beyond static images to interactive and AI-generated ads.
Halloween should be a strategic element of your marketing calendar, demanding continuous innovation and investment.
Ready to turn your in-store traffic into a powerful revenue stream this Halloween? Intouch.com provides the AI-driven tools to deliver targeted ads at the point of purchase and measure your campaign's true impact on sales. Discover how our in-store media network can boost your seasonal performance.
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