With back-to-school in the rearview mirror, spooky season is upon us, and your e-commerce business needs to be ready! According to the annual National Retail Foundation survey, consumer participation in Halloween activities and spending will be back to pre-pandemic levels after a sharp drop in 2020 and a near-recovery in 2021. This year, 69% of consumers – up from 65% last year – plan to partake in the holiday, with handing out candy at the top of the list. Costumes for adults, kids, and pets will make up $3.6 billion of the total record $10.6 billion projected to be spent. Nearly half of consumers were expected to start their shopping for October 31 in September, so make sure you’re ready to capture the sales of repeat, high-value customers and last-minute shoppers.
Meet Demand for Tasty Treats and Scary Tricks
No one likes running out of candy on Halloween when there are trick-or-treaters at the door, and retailers are no different. With the return to pre-pandemic habits, demand for candy, costumes, decorations, and other Halloween items is likely to be high. Make sure you have enough stock on hand going into the pre-holiday rush (and some leftovers for the day-after sales). You don’t want to leave customers out in the cold by not ordering in time to avoid being affected by the Hershey candy shortage. Supply chain issues are ongoing, so plan ahead when purchasing.
Stay On-Trend with Product Choices
It’s not enough to be fully-stocked with any old Halloween products. Your business needs to carry the goodies your customers want for their Halloween festivities. When it comes to costumes, look to movies and TV! The upcoming Barbie movie starring Margot Robbie and Ryan Gosling is inspiring looks like pink bodysuits, leg warmers, and fanny packs. You’re certain to spot costumes for characters from Stranger Things season 4 when you’re out trick-or-treating, and the new movie, “Halloween Ends” and the remake of 1987’s “Hellraiser” are driving classic horror movie nostalgia. And you can’t go wrong with evergreen popular costumes like Spiderman and other superheroes, princesses, witches, and ghosts.
When it comes to decorations, consumers are keeping it spooky with both DIY and store-bought products. TikTok is inspiring Halloween enthusiasts; the floating candles look is a popular trend. Those who go all-out for a spine-tingling lawn display might consider going big with 12-foot lawn skeletons or spiders, or pursuing a twist on traditional graveyard displays with animal skeletons. Party hosts will get into the action with serpent and skeleton-themed glassware when they’re serving popular candy corn-flavored treats like Jello shots, ice pops, and cake pops.
Create Spooky – and Up-to-Date – Content to Drive Traffic
Be sure to promote trending costumes and products on your e-commerce site and make sure your product descriptions for related items include language that connects to those trends. If you run out of stock for a popular item, or experience shipping delays, update your listings to reflect that and avoid customer frustration. To draw customers to your site, spark interest in your brand and products, and convert shoppers to buyers. Get creative with your content to feature thematic recipes, costume ideas, and home decor if it relates to your brand. Leverage user-generated content on your site and social media accounts that showcase your products in frightful action.
Work with NetElixir
Halloween doesn’t have to be terrifying when it comes to digital marketing! NetElixir is here to help you with everything from content creation, SEO, and analytics to ensure your business is ready for Halloween. Contact us today to get started on a digital marketing strategy that will set your e-commerce business up for success through spooky season and beyond.
