When you rest your heavy October eyes, what do you see? Smiling jack o’ lanterns? Casper the Friendly Ghost? Bowls of delicious candy? If so, consider yourself lucky….
Those of us at the Ketner Group have been disturbed by an image of pure terror as we’ve slipped into our slumbers… skeletons filled with spiderwebs, ghouls, goblins, broken dreams, all dancing under the FULL MOON on HALLOWEEN. That’s right folks — a Halloween full moon. Just when you thought 2020 couldn’t get any more 2020, the moon rears its spooky glow on the 31st of October for a Q4 scare.
We’re not even talking the friendly Harvest Moon that Neil Young so lovingly crooned(?) about. This will be a Hunter’s Moon according to the Farmer’s Almanac. And while we’ll all be hunting for candy, the question we must all ask is… who will be hunting for us?
To answer that sinister question in an obvious way, it will be retailers hunting for our wallets as the holiday season approaches. But what does this Halloween’s retail landscape look like? Allow your mouse to be the planchette on this Ouija board of projections as we conjure some insights.
The boo normal
While last year was a graveyard smash, Halloween 2020 will obviously look a little different amid COVID-19.
With the CDC offering some safe trick or treating guidelines and alternatives, thankfully trick or treating is still on the table. I say that as a 26-year-old who definitely will not be trying to fill that pillowcase this year dressed as a ninja (mask included).
Still, according to the National Retail Federation, more than 75% of consumers say COVID-19 is impacting their plans to celebrate Halloween, with overall participation down to 58%. “Plans for parties, trick-or-treating, handing out candy and visiting haunted houses have all dropped, due largely to the fact that some activities do not easily adhere to social distancing.”
NRF expects this drop in participation to reduce the holiday’s spending to $8.05 billion, down from $8.78 billion in 2019. However, those who celebrating plan to spend an average of $92.12, up from $86.27 in 2019.
Ultimately, much remains uncertain for retailers this year as shoppers wait until the last minute to decide if and how they’ll celebrate. “It could either be the worst year we’ve ever had or the best year we’ve ever had,” said Tom Fallenstein, CEO of HalloweenCostumes.com, in a Marketplace interview.
Retailers and brands making a social media splash
With everyone grasping for a hero these days, a 12-foot-tall leader has emerged. One of the biggest celebrities of Halloween has been Home Depot’s “12 ft. Giant-Sized Skeleton with LifeEyes.” This hip decoration went viral on Twitter and TikTok, inspiring humerus content and selling out a month before Halloween by Oct. 1.
If you’re still interested in experiencing a life with this decoration, Home Depot uses AR to let shoppers see how their home could be
haunted enhanced by this big guy. We’ve seen this capability with furniture in the past, but never has it spurred more gasps. Visit the product page on your phone to experience it for yourself (disclaimer: Ketner Group is NOT responsible for any frights or scares the user may experience).
As it goes on corporate Twitter, other brands hopped on this bandwagon as quick as they could.
A digital Halloween & holiday season
This clinging to an unlikely idol makes sense with America looking for new ways to celebrate Halloween this year. In fact, 17% of NRF survey respondents say they plan to celebrate virtually.
In a year of digital and e-commerce explosion, Halloween may not even be the beginning of the holiday season. Amazon Prime Day, having moved from its usual July date and taking place Oct. 13-14, is expected by many to be the kickoff to the holiday shopping season. According to Business Insider, “Amazon Prime Day 2020 will be unlike any other since its debut five years ago. Amid the backdrop of a pandemic and recessionary headwinds, this year’s event promises significant changes that will shake up the entire retail landscape heading into the holidays.”
Prime Day is expected to generate nearly $10 billion in sales worldwide, according to eMarketer.
Time goes on, but the frights remain
There are plenty of uncertainties in this world, now more than ever (to give you some spooky, early-pandemic commercial flashback). Cities are calling off Halloween events, states are putting forth guidelines for celebrating and All Hollow’s Eve retail projections are trending downward but still TBD.
Still, there will be plenty of fun to be had, whether digitally, socially distanced or alone on the couch slugging Reese’s Crunches (a sandwich consisting of two Crunch bars, with a Reese’s in the middle).
In this uncertain world, however, we can all take pleasure in knowing that, like every year, Halloween will be extremely spooky…now more than ever amid a FULL HUNTER’S MOON.