By Ellie-Rose Davies, Content Executive at IMRG
In this blog you will learn about the creative ways you can boost sales this Halloween, with real examples of retailers who have embraced this new season.
Explore the key trends identified by our community of industry experts this October and gain valuable tips on:
- Interactive content and messaging across channels
- Limited, gated, and personalised Halloween offers.
Interactive content and messaging across channels
There are many ways retailers can boost Halloween sales with creative across various marketing channels, such as with the type of content and messaging offered.
As explored by Andy Blenkinsop, Chief Strategy Officer at Mediaworks, ‘Halloween 2024 sees retailers embracing immersive, multi-sensory experiences to engage customers. Augmented reality filters and interactive video content excel on social media, while eerie product descriptions and themed newsletters enhance storytelling.’
Andy says, ‘Luxury brands favour subtle, sophisticated Halloween branding, while budget retailers opt for bold, playful graphics, both aligning with their target audiences.’
Senior Performance Marketing Manager at ASK BOSCO, Rebekah Waller, expresses how ‘Short-form video & interactive content have been the most attention-grabbing, particularly on TikTok & Instagram. Brands that have succeeded in creating buzz are the ones that involve their audience directly, User-Generated Content (UGC) has been an amazing way of doing this.’
Rebekah notes how ‘Brands can make the most of Halloween 2024 trends by focusing on pop culture-inspired costumes like “It girl” looks & vintage décor. Beauty brands should highlight ‘gothic glam’ and ‘beastly beauty’ (Pinterest insights!) while fashion retailers can tap into bold, nostalgic costume ideas like 90s TV characters.’
‘An example of a luxury Halloween campaign – Dior X Bella Hadid – Halloween-themed party & makeup tutorial videos, showcasing glam, gothic-inspired looks using Dior’s products. The videos give a high-end feel, aligning with Dior’s brand while tapping into the spooky season. The campaign also includes social media outreach, encouraging UGC.’
Industry expert Prisync reinforces how ‘In 2024, getting customers’ attention on Halloween depends on visually captivating creative content. Platforms like Instagram and TikTok are often preferred since they generate meaningful engagement by showcasing user-generated content, spooky product reveals, and interactive polls or challenges.’
Thinking about how this can be done via various marketing channels, Prisync offers the example of ‘Personalised subject lines and striking visuals in email campaigns.’ They note how ‘Keeping customers engaged is possible by offering tiered discounts and time-sensitive promotions (e.g., “Limited Edition Halloween Sale!”).
Prisync say ‘Clear visuals or countdowns (e.g., “Only a few left!”) are especially compelling on all digital channels. Based on the brand’s identity, retailers can customise their Halloween content.’
Why should retailers use their creativity this Halloween? Rhianne Munkley, Account Manager at Awin notes how ‘Halloween is a great opportunity for retailers to significantly boost their revenue, and Halloween spending in the UK is projected to reach £776 million in 2024.’
Rhianne further explains the value of UGC; ‘Brands should leverage creative marketing approaches to ensure they are well-positioned to stand out this spooky season. Influencer activity and User Generated Content will be key in driving engagement and spiking interest.’
‘Take Ann Summers, for example, they encourage costume try-on hauls on Instagram and TikTok to keep the brand front-of-mind. They also offer customers the chance to win giveaways, by sharing their best Halloween looks on social media, then tagging their friends,’ says Rhianne.
‘Limited time offers and exclusive Halloween discount codes can also be used to create a sense of urgency for customers to purchase.’
Limited, gated, and personalised Halloween offers
Being creative with Halloween offers can have a positive impact on conversion. The intention is to improve customers’ mood once they’re browsing on site, and to create a sense of FOMO (fear of missing out) on seasonal deals.
Dan Bond, VP of Marketing at RevLifter describes how ‘This Halloween, creative use of onsite promotions will be key to boosting conversions and managing inventory effectively.’
He says, ‘Brands can lean into targeted, time-limited offers—like flash sales on themed products or spooky bundles—to drive urgency and increase site conversions. For example, promoting “buy one, get one for half-price” deals on Halloween décor helps move excess stock while increasing customer revenue.’
Dan recommends ‘Using personalised overlays triggered by browsing behaviour—like recommending last-minute costume add-ons to visitors with related products in their baskets—to optimise promotion spend, ensuring offers reach the right audience without being overused.’
Halloween is also a ‘great time for retailers to “treat” niche communities by offering Halloween discounts,’ according to François Rychlewski, VP of sales EMEA & APAC at SheerID.
For example, retailers can provide ‘savings on kids’ costumes just for teachers or special deals on candy and party supplies for college students hosting dorm celebrations.’
‘But Halloween isn’t just about costumes and candy anymore. Home decorating is reaching new heights in 2024, with elaborate lighting and spooky lawn décor,’ says François. This is an excellent time for home improvement retailers to woo new members to their loyalty programs with exclusive offers for groups like military families, first responders and healthcare professionals.’
François argues that ‘These offers make each group feel recognised and appreciated. By targeting their Halloween deals, retailers are not only boosting seasonal sales but also fostering a sense of connection that builds loyalty long beyond the holiday.’
IMRG’s Online Retail index data supports François’ claim that Halloween is a good time for home improvement retailers.
ave seen that homeware & decorations experienced growth in w/c 29th September (+7.2%) compared to the previous week, suggesting that many customers are preparing their home for spooky and Christmas festivities.
Retailers can also learn from Pinterest’s Halloween 2024 trend report, which details popular Halloween-related searches this year compared to last. Retailers may wish to test highlighting products with a discount that reflect these key trends:
- Searches for leopard print make up increased +670% since last year
- Charlie XCX makeup increased +2345% since last year
- Sabrina Carpenter Halloween costume increased by +215% since last year
- Wicked Halloween costume increased by +890% since last year
Make sure to keep up to date with IMRG webinars in October to stay ahead of Halloween trends. Each week we reveal weekly performance for various online metrics and product categories. On the 7th November, we will be doing an October overview so keep an eye out on our events page. You can also keep up to date with IMRG events via our Friday newsletter.
Published 16/10/2024
