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SENSOR TOWER · SEEMA SHAH · OCTOBER 2023
MMM: Spirit Halloween's Brand Strategy, Target Outspends Competitors in Halloween Advertising
The NRF predicts that Halloween spending in the US will reach $12.2 billion this year, despite potential economic challenges. Spirit Halloween and national retailers like Amazon, Target, and Walmart's advertising strategies are analyzed during the holiday.
Key Takeaways:
Spirit Halloween typically dedicates a majority of its US ad spend (~85%) between the Sep-Oct period of each year. To capture more consumer attention and awareness for the Halloween season, Spirit increased its total US spend by 99% and 75% YoY in Sep'22 and Oct'22, respectively
When it comes to social channels, Spirit Halloween relies heavily on Facebook, dedicating ~55% of spend to the channel in 2022, up 15pps YoY (to 70%)
Spirit Halloween’s preferred advertising channels also include TikTok and YouTube with 14% and 10% of its spend in 2023
During Aug-Oct’22, Pathmatics data from ST finds that Amazon greatly outspent its closest retail competitors, Target and Walmart, accounting for 70% of all spend across the retail cohort
However when filtering keywords by creative text around Halloween, Target accounted for ~50% of spend across the cohort, followed by Amazon (40%) and Walmart (10%) as Target tried to capitalize on consumer attention around the spooky season
For more information, request the full report from reports@sensortower.com.
Written by: Seema Shah, VP, Insights
Date: October 2023