Spooktacular Strategies: How Halloween Became a Marketing Powerhouse
Published on Oct. 24, 2024 at 12:29 p.m.
By Lisé Badeaux.
In the world of seasonal marketing, few holidays rival Halloween’s sheer potential for creativity and profit. What can start as a subtle introduction of pumpkins and skeletons can grow into a full-blown phenomenon, thanks largely to fan engagement.
Lewis: the new legend
In 2023, Target celebrated the world of Halloween animatronics by introducing Lewis the Pumpkin Ghoul. A simple TikTok post about Lewis transformed him into a viral sensation, complete with video edits, intricate lore and even fan artwork. This explosion of interest wasn’t just a lucky break — it was the result of how seasonal marketing can tap into nostalgia, fun and a deep-rooted cultural affinity for Halloween.
For marketers, Halloween offers a golden opportunity to capture attention and engage consumers on a massive scale. Seasonal products, decorations and themed events transform mundane spaces into festive experiences, making Halloween utterly iconic.
Social media as the best tool
Lewis’ rise wasn’t driven by Target’s official channels initially but rather by earned media. This organic, consumer-driven content quickly spiraled into a cultural moment, where users across social platforms created their own tributes to Lewis. This example underscores the strength of playful imagery in today’s landscape.
The Pumpkin Queen Karlene, a longtime Halloween enthusiast and social media influencer, witnesses firsthand how nostalgia and fun impact consumer behavior. “People want to feel that sense of childhood magic again,” she shared. “Brands that understand this will always win during Halloween.”
Social media is today’s perfect tool for amplifying that magic. Platforms like TikTok, Instagram and YouTube allow brands to engage directly with consumers, leveraging user-generated content and influencer collaborations to build engagement. Halloween, with its blend of childhood memories and adult creativity, lends itself particularly well to this kind of interactive marketing.
“On social media, I love engaging with my followers on my Halloween hunting adventures, Halloween home decorating and documenting various Halloween experiences and activities that I partake in,” Karlene said. “I also love collaborating with brands to promote their products. It makes Halloween that much more fun and provides a unique shopping experience that is exclusive to just spooky season.”
Advertisers taking aim
As Halloween’s marketing potential continues to grow, brands are increasingly turning to outside agencies and multimedia experts to craft the most captivating campaigns. This goes beyond product placement or a simple advertisement. It’s about telling a story. Halloween, with its foundation in ghost stories, mysteries and the unknown, is a marketer’s dream for creating narrative-driven content that resonates.
Robert Berning III, founder of Velocity Digital Advertising in New Orleans, who specializes in creating themed content for retailers, mentioned how vital Halloween is. “Retailers know that Halloween decorations alone can generate huge profits,” Berning III said. “We create content around Halloween, whether it’s TV commercials, social media campaigns or general ads, to make sure that the excitement around the holiday translates into sales.”
Berning III emphasized the need for multimedia agencies to integrate various forms of content in order to drive engagement. “Storytelling is key,” he added. “Whether it’s a spooky narrative or an interactive campaign, brands that incorporate Halloween’s mysterious and fun elements will always capture consumer interest.”
Retail’s Halloween revolution
Halloween has become a major market for younger consumers, and brands are taking note. From home decor to costumes, Halloween has transformed from a one-night event to a months-long commercial opportunity. Brands like Spirit Halloween have capitalized on this seasonal boom, creating excitement by being a limited-time offering. Due to the excitement, retailers everywhere are stepping up their game to cash in.
To better understand how brands are leveraging Halloween to drive traffic and sales, Emily Lillya, a former marketing manager at Westfield Galleria in Roseville, California, provided insights on her experience in creating Halloween-specific events.
“One of the biggest things we noticed is that parents are always looking for fun activities to do with their children,” Lillya explained. “We planned festive, affordable events that were convenient for families and promoted them digitally. These events not only brought people into the mall, but they also encouraged additional spending.”
Lillya also highlighted how retailers like the Disney Store and LEGO have integrated Halloween into their sales strategies. “Halloween events are a natural fit for retailers in the children’s category,” she said. “By offering special merchandise, promotions or activities, these brands can engage families in a way that leads to higher foot traffic and increased sales.”
She shared one particularly successful example: trick-or-treating events at shopping centers. “Families love these because it offers a safe, well-lit environment for their kids to enjoy Halloween,” Lillya stated. “We saw a clear increase in both traffic and sales, and stores that participated saw direct boosts in their numbers.”
Lillya’s strategies were clear: promote Halloween activities through direct online channels while ensuring branding consistency across the board. She stressed the importance of early planning, offering retailers multiple ways to participate and making sure events were easy to find, both digitally and physically. “Digital marketing and social media are how you reach parents,” Lillya emphasized. “And the more interactive and visually appealing, the better.”
Halloween’s spooktacular future
As the spooky season continues to evolve into a marketing powerhouse, brands have a unique opportunity to capitalize on the magic of Halloween. Whether it’s viral campaigns like Lewis the Pumpkin Ghoul or experiential events like Westfield Galleria’s trick-or-treating, the strategies that combine nostalgia and digital engagement are the ones that will continue to thrive.
Next year, expect even more innovation in how brands approach Halloween marketing. Whether through deeper influencer collaborations, immersive storytelling or cutting-edge campaigns, Halloween’s potential as a major commercial holiday is only growing. To stay up to date with the latest trends, keep an eye on your favorite brands — and perhaps take a page out of Karlene’s book: Start your Halloween hunting early, and embrace the magic that comes with it.
