Who’s Your Audience? Halloween 2023 Edition

2 Min Read

What’s scarier than Halloween? For advertisers, there’s nothing more ghastly (or ghostly?) than failing to hit those ROI and revenue goals. It really makes you wonder: Why isn’t my audience resonating with my content? Am I reaching them at the right place and time? The answer might lie in which audiences you’re targeting. That’s why we created this series — to help you sharpen those segmentation skills and catch the Connected TV opportunities lurking around every corner.

The Q4 theme of earlier promotional timelines has already come for Halloween; as early as July, major retailers like Home Depot were rolling out their spooky items. Their target: a piece of the consumer Halloween spending pie, which reached a record $10.6 billion in 2022, and exceeded 2021’s record of $10.1 billion. With shoppers ready to eat their weight in candy, dress to the nines in costumes, and deck out their homes in decor, you’ll want to zero in on some of these in-market audiences to get your campaigns ready for spooky season.

Audience Name: Millennials

Audience Provider: Datalogix

Why they’re valuable: Millennials spend the most on Halloween (on average $255) compared to their generational counterparts.  We guess big kids (or fully grown adults, in this case) still like to play dress ups during Halloween, too?

Audience Name: Starbucks

Audience Provider: Place IQ

Why they’re valuable: If you’re wondering why the maker of this cozy drink made the cut, answer this: what’s as synonymous with Halloween as a scary costume or candy corn? Pumpkin spice lattes (PSLs), of course. Chances are, superfans of the iconic autumnal beverage are counting down the days till All Hallow’s Eve, too.

Audience Name: Halloween Shopping Enthusiast

Audience Provider: Gravy Analytics

Why they’ve valuable: If there’s one segment you’ll want to switch on this year, it’s this one. Don’t forget to layer it on the other segments here to widen your audience pool—it’ll set you up for successful retargeting efforts later on. 

Audience Name: Early Bird Holiday Shoppers

Audience Provider: Audiences by Oracle

Why they’re valuable: Did you know nearly half (47%) of shoppers started their Halloween shopping in September or earlier in 2022? All the more reason to switch your campaigns on earlier.

Audience Name: Product Reviews & Price Comparisons

Audience Provider: Valassis Digital

Why they’re valuable: A Lending Tree survey revealed that 23% of consumers plan to buy less candy due to inflation, and inflation is prompting another 20% to shop around to compare prices this Halloween.

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