Halloween and brands—why marketers should lean into the holiday

Halloween is a widely celebrated holiday, with stats from the National Retail Federation suggesting that half of American households not only participate in Halloween (handing out candy) but also decorate their doorsteps. You can’t even say that about Christmas. Even though many Americans are waging a calorie war, Halloween dominates the hearts, minds and wallets of consumers—and increasingly on a global stage. In 2024 in the U.S. alone, consumers are expected to spend $11.6 billion celebrating Halloween on everything from costumes and candy to decorations and greeting cards. Also read: Yes, there are more Halloween ads this year—here’s why Big money is being spent. Cold hard candy corn cash, as it were. But what does this mean for brands, especially those in the CPG space? Namely, Halloween offers a singular opportunity for brands to connect with consumers on a broad scale, reaching beyond demographics and into the realm of shared cultural experience. But to leverage this one-of-a-kind holiday effectively, brands must understand when and how to engage. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today First of all, recognize Halloween as a cultural performance. The truth is that technology has fueled a performance-first culture. Now, while this performance doesn’t need to be efficient, highly effective or even well-honed, it rests on theatricality. Since we're all creative, and we all get endorphins when our feeds are viewed, this is a season when we can let our alter ego’s hair down and participate in what essentially has become a universal event. The marketing surrounding this spooktacular holiday has exponentially impacted the broader marketplace. Consider that while candy and treat sales depend on the holiday to drive annual revenue, many more marketers across diverse categories have invested in Halloween as a growth driver. As a result, the category is forced to fight for share of pillowcase (what I used to collect candy as a kid). Halloween is a holiday built for today's social media virality and a mass social event in the mainstream. So, why wouldn't mainstream CPG brands play along? Here’s why Halloween has such potent marketing power: Entry is low-cost Halloween Central does not charge a licensing fee, creating a unique moment where an advertiser does not have to pay for a sponsorship, even though the general consumer has already been primed. Win-win. It has universal appeal Halloween is ubiquitous. There are very few events that are demographically and perhaps even psychographically neutral. In this way, Halloween is for the young and the old, any gender or no gender, affluent and middle class, East Coast and West Coast, Peoria and Paris, and so on. It’s an engagement magnet Halloween content is highly visual and easily shareable, making it a perfect fit for social media platforms that thrive on visual storytelling and user-generated content. While Halloween can be a high-reward opportunity, it’s not necessarily one-size-fits-all. True, nearly every brand can flex its creativity to some extent (just like a person, a brand can put on a mask for this party and remain true to itself underneath), but it should assess whether it can effectively incorporate Halloween without straying too far from its core identity. That means considering: Audience expectations Understanding audience expectations is crucial to determining the tone and approach of any Halloween campaign—whether that be playful and approachable or a tad darker. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here Seasonal relevance Limited-edition products and Halloween-themed packaging can build excitement and drive demand boosts, especially for brands that naturally align with the holiday’s spirit. For instance, Heinz tapped into Halloween with its “Tomato Blood” ketchup, turning a familiar product into a seasonal staple through a bit of clever branding. By leaning into this sort of relevance, you can create both urgency and novelty to drive your products into carts, albeit IRL or online. By connecting products to the season, brands can make Halloween feel essential—even critical—building a stronger seasonal presence and increasing short-term engagement. Long-term connection Halloween campaigns shouldn’t focus solely on short-term sales; rather, they should aim to create lasting impressions that resonate beyond the holiday. Consumers today seek brands that push creative boundaries, especially during culturally rich moments like Halloween. Brands such as Busch Beer achieved this by embracing a playful Halloween twist with glow-in-the-dark cans and a horror-comedy ad. This type of campaign not only drives immediate sales but also builds brand personality and consumer loyalty over time. When Halloween marketing creates memorable moments, it can deepen consumer connections and reinforce brand identity, making the holiday an opportunity to strengthen loyalty as much as it is to boost sales. Halloween offers brands an unparalleled opportunity to become part of a shared cultural experience. When activations align with a brand’s identity, Halloween campaigns can drive visibility, foster engagement and ultimately build lasting consumer loyalty. In other words, brands that embrace Halloween’s spirit—without losing sight of their core values—can create memorable moments that reach beyond. But remember, even in costume, a brand’s identity should always shine through. After all, does the world really need pumpkin-spiced toothpaste? See Ad Age’s 2024 Breakout Brand Leaders and Work here

Halloween and brands—why marketers should lean into the holiday

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