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2023 Halloween and Paid Social Trends


In 2023, Halloween spending is projected to reach new highs, with total expenditures expected to reach $12.2 billion, surpassing the previous year’s record of $10.6 billion. Based on the recent Halloween Trend Report by NRF, this surge indicates a significant opportunity for advertisers to tap into the festive spirit.

Moreover, economic challenges are prompting a shift in consumer behavior. A contrast is observed in a consumer survey done by PowerReviews.com. 73% of surveyed consumers indicate that economic factors will affect their Halloween purchases, with 24% planning to reuse or recycle existing costumes.

Despite economic hurdles, advertisers can leverage these spending trends to their advantage. With many consumers reusing or recycling costumes, a focused promotion on sustainable or budget-friendly products could be beneficial. Exploring partnerships with second-hand retailers or launching campaigns highlighting creative ways to celebrate Halloween on a budget could resonate well with consumers. Boosting user-generated content, like TikTok Spark Ads or Instagram Branded Content, which showcase creative and budget-friendly Halloween ideas on social media platforms, might foster community engagement and enhance brand loyalty.

As social media platforms continue to evolve in response to retail media trends, it’s prudent for advertisers to diversify their paid social strategies. A Halloween campaign paid social strategy includes engaging content formats such as short-form videos, stories, or interactive posts to capture consumer attention.

Furthermore, collaborating with influencers or leveraging user-generated content can infuse authenticity into the brand, foster a sense of community, and drive higher engagement rates leading up to Halloween. These strategies and those mentioned earlier encompass a multi-faceted approach to engaging consumers during Halloween. By adopting a blend of these tactics, advertisers can align with consumer trends and maximize their reach during this festive period.

2023 Halloween Paid Social Trends - Infographic
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