How to Reach and Engage Halloween Shoppers

By: Alexandra Miller, Sales Strategist, Valassis Digital
Published Tuesday, Sep 12, 2017

How to Reach and Engage Halloween Shoppers

With consumer spend for Halloween reaching $8.4 billion,1 brands and retailers can drive incremental sales while helping shoppers get “spooky” this Halloween. Whether its candy, costumes, party supplies, or decorations, Americans love getting in the Halloween spirit, and are willing to spend money to do so.

Halloween Consumer Trends

In 2016, an estimated 171 million Americans celebrated Halloween and spent an average of $83 to get ready for the holiday,* with most of that budget being spent on costumes and candy, followed by decorations.

Before heading to the store, shoppers tend to seek out costume and décor inspiration, with online search being the most popular source for inspiration. In fact, social media is the fastest growing influencer – particularly Pinterest.* After finding online inspiration, discount stores and specialty Halloween/costume stores are top destinations for shoppers gearing up for Halloween, followed by grocery retailers.*

A targeted, cross-device media campaign can help your brand reach consumers that are in the Halloween shopping mindset in the months leading up to and through October.

How to Reach the Right Shoppers

Utilize cross-device identification and targeting solutions to keep your brand top of mind as shoppers get ready to trick-or-treat:

  • Reach shoppers who are buying Halloween candy, decorations and costumes with purchase based targeting;
  • Engage inspiration seekers who are using social media sites and apps including Facebook and Pinterest to find costume and décor inspiration;
  • Reach audiences consuming media about all-things Halloween with contextual and keyword targeting;
  • Utilize Search Engine Marketing to reach shoppers searching for Halloween, costumes, décor, pumpkin carving, etc.;
  • With location based mobile data, reach consumers shopping at discount and specialty costume stores while they are in the shopping mindset.

*Source: National Retail Federation: (