What can brands learn from Halloween?

Love it or hate it, it’s hard to escape Halloween these days. Whether you’re all in, trussed up as the latest Joker iteration (Folie á Deux is actually not as bad as they’re saying FYI). Or you begrudgingly buy a box of celebrations in case the doorbell rings, October has long been synonymous with being spooky. but what exactly can brands learn from Halloween?

From its ancient origins to its modern-day marketing prowess, Halloween presents plenty of opportunities that brands can learn from. So, grab a pumpkin spice latte (more on that later), and settle in for some boo-tiful Halloween insights.

Did you know that Halloween has roots in the ancient Celtic festival of Samhain? Which already sounds pretty terrifying, right? Celebrated over 2,000 years ago, the Celts believed that on the night before November 1st, the boundary between the living and the dead blurred. To mark the occasion, people lit bonfires and donned costumes to ward off ghosts. A bit like our modern-day Halloween parties, but with less glitter and not as much underwear as outerwear.

Fast forward to today, and Halloween has evolved into a multi-million-pound industry. If only those witchy Celts could see us now hey, downing shots and letting the pelvic thrust really drive us insanaanananae. I’m sure they’d be so proud. In the UK alone, consumers spent around £400 million on Halloween in 2023. That’s a lot of money spent celebrating something that started with hay bales and a questionable cup of mead. What can brands learn from this I hear you cry? Evolution. By adapting to cultural shifts and keeping up with popular trends, businesses can see tremendous growth – and find plenty of opportunities to get creative in their marketing efforts. So the moral of the story is, don’t be afraid to lean into the weird and wonderful.

According to a survey by the National Retail Federation, 1 in 4 Brits plan to celebrate Halloween this year, with costume spending expected to reach £50 million. WOWZER. Popular costumes? Traditionally, Halloween costumes should be reserved for spooky, ghoulish, terrifying characters. Unfortunately, the UK appears to have begun to adopt the American approach to Halloween. Which basically means that anything goes. From Britney to Boo-Peep to a tangerine convicted felon who’s running for office (I suppose that is pretty scary tbf). If there’s been a magazine cover of it, chances are someone on Instagram will be dressed as it.

Why is this relevant for brands? Well, businesses can take a leaf out of Halloween-party-goers’ books and integrate popular culture into their marketing strategies. From meme culture to TikTok trends and viral TV moments, brands that lean into the zeitgeist and find clever ways to keep content fresh and relevant will find themselves a few steps ahead.

While universally ridiculed as the drink of choice for basic bishes, pumpkin spice lattes are like, totally HUGE right now. And this isn’t just an American obsession. The food and beverage industry in the UK has really started to embrace many weird and wonderful spooky-themed treats too. The growing popularity of pumpkin-flavoured treats is just the start. M&S have introduced chilli cheese tortilla chips in the shape of ACTUAL ghosts, and many bars are coming up with innovative ways to serve questionably-coloured cocktails – fake blood bag anyone…? Where will it end? When Gwynnie P sells the scent of Satan’s loin cloth in a $30,000 dollar candle? The possibilities, are quite literally, mind blowing,

Brands should take note: seasonal themes and flavours can be incredibly lucrative, creating buzz and driving sales. So, why not have think about how you can bring something different to a product or service that adds a little seasonal ‘flavour’ to the mix. Think outside the box, keep it cute and you never know where it could land. After all, customers do love a bit of novelty and nostalgia every once in a while.

Now, this might be a stretch, but interestingly, Halloween demonstrates the effectiveness of using fear in marketing. Research shows that campaigns that elicit strong emotional responses—like fear (yes, really)—are more likely to be shared on social media. Brands can tap into this by crafting clever, heart-string-tugging campaigns that resonate emotionally and encourage engagement.

With over 7.9 million people (allegedly) celebrating Halloween in the UK, there’s plenty of opportunity for brands to connect with consumers during spooky season. Whether it’s an eerily-themed product launch, sale, or original social media content, using Halloween’s growing popularity to boost visibility and sales doesn’t seem that silly, or terrifying, at all.

Halloween isn’t just a day for costumes and sweets; it’s also a potent reminder of the importance of adaptation, creativity, and connection in branding. As brands dive into spooky season this year, keep an eye out for what works and what gives you the chills. You never know, it might just help inspire some spooktastic ideas for next time…

Ready to craft a hauntingly good campaign for your brand? Get in touch and we’ll get the cauldron all fired up…