BURLINGTON, Vt.--(BUSINESS WIRE)--Trends happen across a wide spectrum, from the culturally important to the frivolous. Our survey this month of 2,000 Millennials is about Halloween - which counts as both frivolous and important to marketers. The National Retail Federation is predicting an increase in spending for Halloween this year reaching a record-breaking $9.1 billion. Americans are going to spend more than ever and its Millennials who are leading the way, having made Halloween their favorite holiday.
Successful Halloween Campaigns Aren’t Always from Halloween Retailers
Beyond
what brands expect consumers to purchase at Halloween (i.e. candy,
costumes, decorations), aligning creative content around the holiday can
also lead to an uptick in brand interest and an increase in sales. From
seasonal products to Halloween giveaways, smart Halloween strategies are
immensely popular with Millennials. Seasonal campaigns with engaging,
shareable content can see an uptick in social media engagement because
users are scanning their feeds for entertainment and inspiration.
The big winner this Halloween is Starbucks – with 48% of consumers we surveyed saying the coffee giant’s seasonal Pumpkin Spice Lattes are the best promotion this Fall. Nearly 30% of consumers think Burger King’s free Whopper creepy clown campaign is a Halloween advertising at its best, while Chipotle's Boorito Halloween discount was the favorite of 13%.
The Modern Halloween is for Millennials as Much as Kids
Halloween
is not just for young trick-or-treaters. According to Alliance
Data’s recent #MillennialHalloween Survey, 59% of Millennials plan
to either attend or throw a party. 65% say they get their creative
inspiration through relevant brand and peer content on social media to
help them plan for the perfect Halloween. Retailers
can capitalize on this social media-influenced holiday by listening and
engaging with their customers and sharing relevant brand-centric content
that inspires creativity.
How important is Halloween to Millennials? A whopping 65% of our survey respondents said they‘ll never be too old for Halloween and intend to celebrate “forever.”
Preparation Begins for Many Long Before October
According to The
Shelf, about 60% of those who celebrate Halloween do not start
shopping until October, but nearly 40% of celebrants start shopping in
September or before fall starts. And even those who don’t shop until
October are already seeking Halloween inspiration – scouring social
media for costume and party ideas.
As you might expect, a large percentage (48%) get their costumes and other inspiration from social media. But in good news for retailers and brands, nearly 30% of consumers we surveyed said they got their ideas from advertisers.
Halloween’s Sub-Genres
Halloween decorations are predicted
to hit $2.7 billion in 2018, but it’s not all plastic skeletons or faux
tombstones. There are sub-genres in Halloween that include Elegant
Halloween and Elevated
Halloween, and there’s a trend in purchasing décor that could be
reused in different situations, as seen in People
Magazine and My
Domaine. Etsy reported that their Elevated Halloween style is more
modern and industrial than previous years, with concrete, copper, and
steel décor being common searches on the website.
Over 20% of Fuse’s survey respondents said they planned to celebrate Halloween in these non-traditional ways.
Contact us to learn more about Gen Z and Millennial behavior.
About Fuse
Fuse is an independent agency that creates
authentic brand engagement for teens and young adults. We specialize in
content, campus, influencers, sports, music and retail while providing
services across brand strategy, social, creative and experiential. Our
staff, led by partners Bill Carter, Issa Sawabini and Brett Smith, is
comprised of experienced marketing professionals and cultural experts
who maintain unrivaled attention to authenticity. For more about Fuse,
check out our website or
find us on Instagram, Twitter,
and LinkedIn.