Goblins and ghouls alike, Halloween is a time where spending an excessive amount of money on candy won’t get you into trouble with Mom. However, recent market research shows that it is expected for consumers to spend $2.08 billion on candy, spending an average of $39 per household.
Halloween has become more of a spending holiday over the years, showing an expected total of $2.06 billion spent on costumes and decor combined. Evidently, there is a high conversion rate with Halloween decor, for consumers are willing to spend a large amount of money on items that are used once a year. Marketers for candy companies and costume stores alike are jumping on this spending bandwagon by producing specialized Halloween commercials, attempting to capture this audience. Companies target consumers’ decision heuristics through witty, memorable commercials in order to differentiate themselves from competitors.
These commercials are an aiding factor in the fact that 158 million consumers participate in Halloween activities, with 27% saying they will spend more this year on Halloween than last. Halloween has always been a kid-friendly holiday, but slowly, adults are actively partaking as well by spending a considerable amount on costumes, alcohol, and candy. This new trend opens the consumer market to not only candy-eating children, but costume stores, too. The holiday spending season is a joyous time for companies, but now it can come as early as October.
