Who’s Your Audience? Halloween Edition

2 Min Read

The spooky season is upon us, with Halloween creeping up the corner in the next two weeks. According to Statista, consumers are expected to spend an all-time high of 10.7 billion dollars for the Halloween season—that’s half a billion more than last year…who knew that costumes and candy corn could be such big business? And if you thought summer travel had returned to pre-pandemic levels, you haven’t seen anything yet—this year, 93% of Americans are planning to celebrate Halloween.

This signals a big opportunity for all industries even if you don’t sit within the traditional Halloween wheelhouse of costumes, candy and decorations—auxiliary verticals like food and beverages and retail stand to benefit, too. By now, you’ll have started deploying some scarily good campaigns…but as you ramp up your promotional activity as you reach the finish line, it’s also a good idea to switch up your audience targeting strategy too to cover all of your bases.

Audience Name: Halloween Shoppers

Audience Provider: Cubiq

Why they’re valuable: Definitely have this target audience switched on at all times—but don’t be afraid to pair it together with some of the out-of-the-box segments for additional exposure. 

Audience Name: Horror Movies

Audience Provider: Comscore

Why they’re valuable: What’s akin to Halloween? Scary movies, of course. While we can’t put all horror film buffs in the Halloween fan bucket, there’s a strong likelihood of the correlation between the two. 

Audience Name: Non-Chocolate Halloween Candy

Audience Provider: IRI

Why they’ve valuable: We were so tempted to put a ‘trick or treat’ audience segment here, but this one’s better. Halloween might as well be called ‘Candy Day’, and appeals to the sweet tooth in all of us.

Audience Name: Home Entertaining

Audience Provider: ShareThis

Why they’re valuable: House parties and entertaining go hand-in-hand with Halloween—and even if people aren’t into the Halloween hype, they’re definitely down to celebrate the spooky day with their friends and loved ones.

Audience Name: Costumes

Audience Provider: ShareThis

Why they’re valuable: The main reason why we love Halloween is for the costumes (and photo opps of course). This target audience captures anyone and everyone who is a big fan of playing make believe for a day.

Audience Name: Frequent Online Buyer

Audience Provider: InfoGroup

Why they’re valuable: This audience segment doesn’t scream ‘Halloween’ by any means, but you’ll not only be tapping into the crowd who will most likely be shopping the web around this spooky holiday—but you’ll also get in front of audiences who are likely to be hunting for deals in the upcoming holiday season.

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