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You are here: Home / Bing / Halloween Online Marketing Stats & Shopping Trends

Halloween Online Marketing Stats & Shopping Trends

September 10, 2015 at 6:02 am PST By Lisa Raehsler

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lisa halloweenHalloween can be the kick-off to the holiday shopping season and Bing Ads has released data about Halloween shopping trends: Halloween Insights, Tricks And Treats For Digital Marketers.

Shoppers tend to begin early or late, but Bing Ads found the majority starts early. One-third of Halloween shoppers begin before October, but one-third don’t begin shopping until two weeks or less before Halloween.

bing-shopping-chart

If it seems like Halloween marketing hits earlier and earlier every year, you could be right.  Halloween merchandising was already up in retail stores prior to Labor Day.

minion The basics of the holiday are somewhat expected:

  • 95% of shoppers plan to buy candy and spend an average of $29
  • 34% search online for costumes
  • The top search on Bing, across devices, is “halloween costumes”

However, in our rapidly growing mobile economy, we see:

  • Halloween searches on mobile grew 1,052% on Bing Ads in 2014.
  • Mobile searchers spend half the time on a website in comparison to a desktop visitor.
  • Ad CTRs for mobile are averaging <2.5% while the same searches on desktop are seeing CTRs up to 7%

How does this information help us to optimize for PPC?

  1. Use mobile preferred ad copy to increase CTRs and capture mobile searches.
  2. Location extensions are perfect for advertisers with a physical store, even if there is also an online option.
  3. Ad scheduling and automated rules can help efficiencies, for example when CTRs are high, but conversions are low.
  4. Data reveals generally that “kids costumes”, “themes”, and “sizes” are winning combinations in ad copy and can be applied to many business types, especially if the advertiser can think creatively.
  5. Searchers are using several other channels before making their final purchase decision, so consider how offline, social media, print etc channels impact searches and PPC.

In 2014, $7.4 billion was spent on Halloween products so its no surprise the data is important for advertisers, especially online retailers in the Halloween market or gearing up for the Q4 holidays.

You can view even more Halloween related marketing stats below:

Halloween insights – tricks and treats for digital marketers from Bing Ads
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Lisa Raehsler

Owner at Big Click Co.
Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on hundreds of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns across earned, owned, and other paid media.
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Latest posts by Lisa Raehsler (see all)

  • Halloween Online Marketing Stats & Shopping Trends - September 10, 2015
  • AdWords Newest Ad Extension Announced: Structured Snippets - September 1, 2015
  • New Automated Extensions for Google’s Product Listing Ads - August 21, 2015
  • Google AdWords Upgrades Dynamic Search Ads - July 30, 2015
  • Google AdWords Launches New Display Tab With Summary Feature - July 15, 2015

Filed Under: Bing, Pay Per Click, SEO

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