Making the Most of the Fall + Halloween Shopping Season Amid the Pandemic
Autumn is almost here and Halloween is our next major holiday. I know a certain segment of our population here in the USA is keen to cancel just about everything, but rest assure many consumers will still be celebrating Halloween this year.
We encourage our PR clients to think of seasons and major holidays, like Autumn and Halloween, as a series of “mini events” in an effort to stretch out the season and create more purchase opportunities.
Even in a pandemic, here are just a few of the “mini events” (and buying opportunities) you can still build shopper marketing around.
Build Shopper Marketing Around These ‘Mini-Events’ Leading up to Halloween
Front door decor - People are already eager to embrace fall. Bring on the pumpkins, pumpkin spice lattes, and all the fun home decorations that can help us keep our spirits up during this challenging year. Fall decor at front doors is an American tradition, whether someone has a big house or a tiny apartment. We need all the cheer we can get during 2020; I expect people to keep decorating their doorways and I hear some plan to be even more elaborate since we’re all spending so much more time at home these days.
Pumpkin picking - Picking pumpkins outside is still a fun activity most people can feel comfortable participating in.
Halloween home decorations - In addition to the fall door decor, which typically comes fairly early on in the season (September,) we expect more people to take their home decoration for Halloween even more seriously. We’re not just talking jack-o'-lanterns, but also larger-than-life, inflatable ghosts & pumpkins, projections onto houses, and anything else to amuse and entertain.
Costume shopping - Although many will need to wear a face mask on top, it sounds like everyone is still keen to dress up, either buying new costumes or perhaps recycling some from years past.
Halloween grocery haul - In addition to purchasing Halloween candy (probably quite a bit less than usual,) many plan to do a big grocery shop just ahead of the holiday to make a special dinner and sweet treats at home. Since trick or treating may not be possible, many people we’ve spoken with are planning to make the holiday special by staying home and making special treats for their immediate household, or with friends, at a safe distance.
Halloween treat bags - Instead of traditional ‘trick or treating,’ several folks we’ve conducted research with are planning to offer individually wrapped treat bags (at a distance) to others they know personally. Many are even planning small gatherings, Halloween treat meet & greets, outside to share candy and enjoy seeing costumes with neighbors.
Fall door decor found at American’s homes
If your brand produces products, like Halloween candy, that are ideal for fall and Halloween, be sure to show consumers safe and socially-distanced ways to incorporate your products into a 2020 type of Halloween experience.
Halloween Holiday Merchandising
Here is a Halloween end cap we spotted recently at a Whole Foods Market store. Have you noticed or produced any creative holiday merchandising for Halloween this year?
Speaking of holidays, Green Purse PR is now producing a monthly calendar, a list of holidays (major holidays and marketing holidays) to help guide your PR and social marketing programs. Subscribe to our monthly e-newsletter, #GetInHerCart, here to get access.
- Lisa Mabe-Konstantopoulos, Founder, Green Purse PR