Mobile Halloween Searches Wait Until the Last Minute
XAD | 10 / 25 / 2013
Consumers spent more than $8 billion on Halloween in 2012, however, the majority of mobile searches related to this spooky holiday happened just days before the actually event took place, according to mobile ad platform xAd.
In fact, xAd’s insights from the 2012 Halloween season reveal that 34 percent of related mobile searches occurred the weekend prior to the Halloween holiday last year, while 23 percent of the holiday searches happened just hours before the trick-or-treaters started knocking on doors.
“Mobile users have shown a proclivity to procrastination across a variety of holidays and Halloween is proving to be no different,” said Monica Ho, vice president of marketing, xAd. “Halloween retailers – whether its pop-up stores like Halloween Express or big box retailers, drug store chains, party stores and even grocery stores – can attract seasonal audiences, allowing them to compete with online resellers by leveraging the power of location and mobile-informed campaign timing. It’s all about reaching them at the right place and the right time.”
XAd’s research also shows that the majority of Halloween searches happen within four key areas: costumes, candy, wine and spirits and party supplies and décor. Additional data shows that the average consumer spends $44 on costumes, with 36 percent of shoppers visiting a brick-and-mortar location to get costume ideas or to purchase candy at the very last minute. This data proves that it is still not too late for retailers to attract consumers into their stores with targeted mobile location advertisements.