It's time to bring out those costumes, get your scare on, and let your imagination run wild! With the 31st of October nearing, costumes, masks, decor, candies, and parties are already on people’s minds. As people gear up for the festivities, understanding what’s on consumers' minds and what they are looking forward to is essential intel for brands.

Halloween offers an opportunity for brands to engage with consumers in a fun and memorable way. Consumers look for everything ranging from costumes and party supplies to home decor, events, and activities. Brands that can strike a chord with the audience by sharing relevant, quality content will garner interest, increase brand awareness, and drive sales.

Halloween 2024: Top categories of interest

To keep brands and advertisers abreast of the season’s trends and consumer interests, Liz Events powered by Seedtag Lab brings to you the exclusive 2024 Seedtag Halloween Insights report. Our research shows that the audience is interested in an array of categories that vary from events to pop culture, hobbies, and home decor.  

Download the full report here.

Based on the number of articles in each category and the number of visits per article, here are the most notable categories:

• Family & Relationships: Articles on Halloween family activities like trick-or-treating with kids and parents.
• Events & Attractions: Special promotions at theme parks like Halloween discounts, haunted houses, and zombie survival experiences.
• Shopping: Guides on Halloween costumes, popular costume trends, home decorations, and accessories.
• Movies: A selection of horror movie recommendations, from classics to new releases in theaters and on streaming platforms.

Halloween 2024: Main content focus

With ~3+ million impressions, entertainment, decorations, costumes & accessories, and food & treats are the topics that capture maximum audience interest.

• Entertainment: 32% of articles revolve around entertainment as the audience loves binge-watching horror movies and TV shows or visiting amusement parks to experience themed attractions and haunted mansions. Movies & TV Shows garner 48% of total views, and the other clusters include theme parks, video games, and scary tales.

• Decorations: The decor is an important ingredient for homeowners and event planners eager to create spooky, festive environments to celebrate the holiday. This topic has an article share of 32%, and the main clusters are parties, decoration deals, and DIY projects.

• Costumes & Accessories: 26% of articles are for the majority that’s on the lookout for creative and themed attire. From playful outfits for children to themed party attires for adults, the clusters focus on influencers' costumes, quick & cheap costumes, costumes for women, and pet costumes.
  
  
• Food & Treats: An important element of any celebration, 15% of articles appeal to trick-or-treaters, home bakers, and party hosts exploring creative recipes and indulging in themed sweets. The main cluster trick-or-treating receives 43% of total views and other topics include Halloween candy and Halloween recipes.

This seasonal audience drives anywhere between 2.39 million to a whopping 3.69 million brand-safe impressions per month. The key to leveraging findings like these to a brand’s advantage lies in targeting niche or customized audience segments.

The 2024 Seedtag Halloween Insights report: Download now