There is nothing that the consumer ‘modus vivendi’ cannot turn into a purchasing opportunity. In recent years, on the night before All Saints’ Day, instead of remembering the deceased, people decorate their homes with decorative pumpkins or party dressed as characters from horror films. The celebration of Halloween is slowly but surely becoming a key date in the calendar for spending, partying, and entertaining on the theme of fright and horror, not only in America but also in an increasing number of countries worldwide. According to data provided to American media by the National Retail Federation, this year will be record-breaking in terms of spending on festive costumes, decorations, and sweets. Specifically, American consumers will spend an incredible $8.4 billion for Halloween, averaging $82.93 per person. AdWeek notes another record related to Halloween: users of social media platforms Facebook and Instagram start mentioning black cats, pumpkins, and skeletons as early as September. Therefore, marketers argue that those who have not yet done so should launch campaigns as soon as possible, as they could miss out on potential customers due to early birds. Of course, such a mania for Halloween has not yet been recorded in the land of Croats, but it is very likely that in the coming years, domestic advertisers will increasingly launch frightening campaigns. Marketing portals emphasize that the integration of Halloween into communication does not have to be reserved only for so-called retail brands, i.e., those that actually offer seasonal products, but is an opportunity for brands from various sectors to join the crazy fun, as Halloween evokes positive emotions in consumers, associating them with fun and good friendly and/or family gatherings.
Campaigns: Halloween Becomes a Favorite Date for Advertisers
