Spooky Marketing

      With another consumer holiday coming up, consumers can be certain that businesses want to take advantage of potential sales. Halloween is a big business and has become a true retail goldmine; in Canada, spending on Halloween candy alone was $331 million (2009) but that pales in comparison to our southern counter-part who spent a whopping 5.8 billion dollars (2009). Around 68% of Canadians plan to participate in some sort of Halloween activity. Halloween isn’t just for kids anymore, adults are the ones driving consumer spending habits as they celebrate, buy costumes, visit haunted houses, and decorate their homes.

    The Halloween market is growing, and that makes it very attractive for business opportunities. In 2006, a research survey by the Retail Council of Canada found that Canadians planned to spend an average of $60, but Value Village’s 2011 annual Halloween shopping survey found that the average Canadian spends about $300 annually on Halloween products. With annual spending habits increasing every year it is time to get creative with business marketing plans.

       The obvious retailers have an advantage over average sales-driven businesses. Retailers such as Value Village and Party City have no problem attracting customers this time of year – the product sells itself; even online costume retailers sit back as Google draws in their customer base. But this time of the year also presents marketing opportunities for retailers that aren’t directly related to the holiday; this spooky day dares to challenge businesses to get creative with their marketing tactics. Companies such Netflix, Bath & Body Works, Pizza Hut advertise in some form, but smaller businesses may have to get a bit more creative. By hosting a Halloween party, printing t-shirts, getting employees to participate by dressing up, or baking Halloween-themed cupcakes. Whatever the plan, they must be sure to incorporate some of that Halloween spirit and not miss out on one of the most profitable holidays of the year. Happy Halloween!