HalloweenInsights for digital marketers
• Pooja Madaan, Insights Manager
Agenda
Halloween Market Research Trends
Bing Ads Audience Bing Ads Marketplace
Insights
•Halloween Market Research•Trends
Halloween trends in 2015
SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
2/3Of American adults celebrated Halloween in 2015.
$74Average spent by shoppers.
$6.9 billionTotal spent on Halloween in 2015.
1/3 of Halloween shoppers begin before October, while 1/4 don’t start until 2 weeks or less before the holiday.
Shoppers begin early…or late
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
Before Sep-tember
September First 2 weeks of October
Last 2 weeks of October
6%
28%41%
25%
When people will begin shopping for Halloween:
Items Halloween shoppers planned to buy and average spend:
The spookiest shopping list of the year
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
10%
23%
28%
39%
Candy
Decorations
Costumes
Cards
$43
$25
$31
$11
TIP• Ensure your Halloween
items are easy to find and buy—consider adding Sitelink ad extensions to make it easy for Halloween shoppers to go straight to your Halloween items on your site. Product Ads via Bing Shopping Campaigns are also an effective way to showcase your Halloween products in an engaging ad format.
70% of people say chocolate is their favorite Halloween treat, followed by candy corn (13%), chewy candy (6%), and gummy candy (5%).2
$2.1 billion will be spent on Halloween candy.1
• SOURCE: 1. National Confectioners Association, September 2015.
• 2. National Confectioners Association, Americans Stay Sweet on Halloween by Embracing Moderation, September 2015.
How people plan to celebrate Halloween:
Passing out candy is the sweetest way to celebrate
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
13%18%
28%31%
41%43%45%
68%Hand out candyDecorate your home/yard
Dress in costumeCarve a pumpkin
Throw or attend a partyTake children trick-or-treating
Visit a haunted houseDress your pet in a costume
TIP• Shoppers search online
and visit brick-and-mortar stores, likely participating in webrooming and showrooming, or checking out costumes online and buying in store or vice-versa. Ensure it’s easy to find your online items via Sitelink ad extensions and physical store via location extensions.
In search of a killer costumeHalloween shoppers choose search as a top tool.
• SOURCE: National Retail Federation, Monthly Consumer Survey, September 2015.
•
Where people look for Halloween costumes for themselves, kids—or even pets:
Print mediaFacebook
Current events
YouTube
Habit/Wear the same costume each yearOther
Blogs
Online search
Friends/familyPop culture
Within a retail store or costume shop
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35
And Star Wars costumes saw 1.7 million sales.
The most popular costumes are timeless classics
• SOURCE: National Retail Federation, Halloween Consumer Spending Survey, September 2015.
•
TIP• Include top costumes as part of
your Halloween ad copy and keywords if you offer costumes and décor around these themes.
Top 10 costumesAdults Kids1. Witch 1. Princess2. Animal 2. Batman Character3. Batman Character 3. Action/Super Hero4. Zombie 4. Animal5. Star Wars Character
5. Disney's Frozen Characters
6. Pirate 6. Star Wars Characters
7. Vampire 7. Zombie8. Action/Super Hero 8. Witch9. Doctor/Nurse 9. Pumpkin10. Slasher Mobie Character/Political/Wentch
10. Minion
1. Pumpkin2. Hot Dog3. Batman Character4. Devil5. Bumble Bee
Shoppers spent $350 million on pet Halloween costumes in 2015.
Even pets celebrate “Howl”oween
• SOURCE: National Retail Federation, Halloween Consumer Spending Survey, September 2015.
•
TIP• Consider adding
Sitelink ad extensions to to make it easy for Halloween shoppers to go straight to your webpages for pet costumes and other Halloween items.
Top pet costumes in 2015
Mobile visitors spend half the time on a website as those coming from a PC
•
TIP• You have half the time to get
the same information to mobile visitors as PC visitors. Design and organize your Halloween webpages accordingly.
A rule of thumb: • Try navigating your mobile site
with just your thumb, and put your most important content in the middle of the screen for maximum engagement.
Halloween fun facts
• SOURCE: National Retail Federation, Halloween Overview, Monthly Consumer Survey, September 2015.
157M162 million people celebrated Halloween in 2015.
$6.9B$6.9 billion spent on Halloween products in 2015.
31%About 1/3 of shoppers will search online for costume inspiration.
1/31/3 of people start their Halloween shopping before October.
$350M$350 million will be spent on pets costumes.
Bing AdsAudience
Compared to Google,
the Bing Ads audience is:
More likely to spend on gum & candy
• SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween.
5% more likely to have spent $25-$49 on gum or candy in the last 30 days.
34% more likely to have spent $50–$99 on gum or candy in the last 30 days.
Compared to Google, the Bing Ads audience is:
More likely to be decoration influencers
• SOURCE: comScore Plan Metrix, US, September 2015, custom measure created using comScore indices and duplication. September data was used to reflect the month before Halloween.
5% more likely to have been the first among friends to own/buy/use party decoration materials.
Bing AdsSearch Trends
Halloween searches grow steadily until the big day
• SOURCE: Microsoft internal data, PC/Tablet, 8/31/15 to 10/31/15.
HALLOWEEN WEEKHalloween
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCTWEEK ENDING
31-OCT
Search Volume
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
Halloween Costume Searches on PC/ Tablet start picking up Mid-Sep and Peak at Halloween WeekPC/ Tablet
• SOURCE: Microsoft internal data, PC/Tablet, 8/30/15 to 10/31/15.
TIPLeverage higher CTR and lower CPCs early before competition intensifies by Early Oct.
Search VolumeCTRCPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
0%
1%
2%
3%
4%
5%
6%
$- $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 $0.45
CTR vs CPC
• SOURCE: Microsoft internal data, Mobile, 8/30/15 to 10/31/15.
•
Halloween Costume Searches on Mobile start picking up Early Sep and Peak at HalloweenMobile
TIPLeverage steadily rising Click Volumes and low CPCs in Sep/ Early Oct before competition intensifies driving up CPCs. Research Intent on Mobile causes higher CTRs in Sep.
Search VolumeCTRCPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCTWEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
• SOURCE: Microsoft internal data, PC/Tablet, 8/30/15 to 10/31/15.
•
Halloween Decoration Searches on PC/ Tablet start picking up Early Sep and hit a last minute peak during Halloween WeekPC/ Tablet
TIPLeverage higher Click Volumes and low CPCs in Sep before competition intensifies driving up CPCs. Decoration purchases for families happen early driving up CTRs from Mid Sep- Early Oct.
Search VolumeCTRCPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
0%
1%
2%
3%
4%
$- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90
CTR vs CPC
• SOURCE: Microsoft internal data, Mobile, 8/30/15 to 10/31/15.
•
Halloween Decoration Searches on Mobile start picking up Early Sep and hit a last minute peak during Halloween WeekMobile
TIPLeverage higher Click Volumes and low CPCs in Sep before competition intensifies driving up CPCs. Last minute searches for Halloween Parties drives up CTR and CPC during Halloween Week.
Search VolumeCTRCPC
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT 24-OCT
WEEK ENDING
31-OCT
Search Volume
• SOURCE: Microsoft internal data, All Devices, 8/23/15 to 10/31/15.
•
TIPPrepare early for ‘Pumpkin’ related searches for both PC/ Tablet and Mobile since they keep trending up till Halloween day.
Pumpkin Searches on all devices start trending up steadily and grow until the big day; PC/ Tablet + Mobile
*Data is for Bing O&O core only and representative of Bing network, to normalize for categorization changes for syndication network.
29-AUG 5-SEP 12-SEP 19-SEP 26-SEP 3-OCT 10-OCT 17-OCT24-OCT
WEEK ENDING
31-OCT 29-AUG 5-SEP 12-SEP19-SEP26-SEP 3-OCT10-OCT17-OCT24-OCT
WEEK ENDING
31-OCT
PC + Tablet Search Volume Mobile Search Volume
Top searches during the Halloween season 2015Searches // across all devices
halloween coloring pageshalloween costumes girls
halloween picturesharley quinn costume
day deadheadless horseman
pumpkin carving ideashalloween express
halloween citybaby costumes
pumpkinhalloween costume ideas
costumespumpkin carving patterns
halloween costumes womenhalloween decorations
party city halloween costumesspirit halloween
halloweenhalloween costumes
• *Brand indicates a brand term was used, represented by multiple brand names in this category• SOURCE:• Microsoft internal data, all devices, 8/23/15 to 10/31/15.
Top 25 Halloween costume searches of 2015
SOURCE:Microsoft internal data, 8/31/15 to 10/31/15.
kids halloween costumeswomens halloween costumes
halloween costumes menwonder woman costume
halloween costumecouples costumes
halloween storehomemade halloween costumes
infant halloween costumessexy halloween costumes women
minion costumetoddler halloween costumes
adult halloween costumesboys costumes
halloween costumes kidscosplay
couples halloween costumeshalloween costumes girls
harley quinn costumebaby costumes
halloween costume ideascostumes
halloween costumes womenparty city halloween costumes
halloween costumes
Thank You
•
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