- 28 de octubre, 2022

Do you have your Halloween costume yet?

Maite Azkuna
Maite Azkuna
Senior Analyst, Marketing Content & Insights
Comscore

Halloween’s coming… and engagement with posts about Halloween costumes is increasing at a frightening rate. Social media platforms are a great source of inspiration: the last 25 days saw a 456% increase in engagements related to posts that include the keywords “Halloween costume” or “Halloween costumes”.

Halloween-Shopping-Engagement-Trend

Source: Comscore Social powered by Shareablee, Content Pulse, Search: “Halloween costume” and “Halloween costumes”, from Aug 25th to Oct 25th  2022, WW. Data sample taken on October 26, 2022.
Social media platforms include Twitter, Facebook, Instagram, TikTok and YouTube
* Total actions include reactions, shares and comments.
** Last 25 days - from Oct 1st to Oct 25th   - compared to the previous 25 - from Sep 5th to Sep 30th

Let’s look at three retailers specializing in costumes: Spirit Halloween, Party City, and Halloweencostumes.com. Consumers looking for inspiration will find that these retailers provide ideas, from the quirky to the creepy.

Halloween-Retailers

Source: Comscore Social powered by Shareablee, Content Pulse, Spirit Halloween, Party City, and HalloweenCostumes.com, Aug 25th to Oct 25th 2022, U.S influencers & brands. Data sample taken on October 27, 2022.
Social media platforms include Twitter, Facebook, Instagram, TikTok and YouTube
* Total actions include likes, reactions, shares, and comments.

Some consumers are screaming to buy something: a full 340 thousand people visited all three sites – out of a combined, deduplicated digital audience of 9.2 million unique visitors.

Halloween-shopping-single-store-audiences

Source: MMX Multi-Platform, Audience Duplication, Total Audience 18+, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept. 2022, U.S.

Still committed, but spookily less so are the 1.5 million people who visited at least two of these three retailers. Shared audiences are distributed as follows:

Halloween-Retail-Specialists

Source: MMX Multi-Platform, Cross Visiting, Total Audience 18+, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept.2022, U.S.

Finally, we have those consumers who exclusively haunt a single store - on Spirithalloween.com they amount to 3.3 million unique visitors. On Partycity.com and Halloweencostumes.com they are 2.1 and 2 million respectively.

Halloween-retail-audiences

Source: MMX Multi-Platform, Audience Duplication, Total Audience 18+, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept.2022, U.S.

American consumers are taking their excitement for Halloween online. Social platforms are providing costume inspiration, while online retailers attract millions of users to bring those ideas to life. Happy trick or treating!