Halloween Contextual Insights Q4-22

Integrate your brand into the most premium content, gaining brand awareness and customer engagement, while leveraging all media noise and content trends.

Plan your 2022 campaigns with our data-driven insights.

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A few facts to get you started

Halloween continues to grow each year, as it becomes one of the biggest cultural and commercial events celebrated annually. The ordinance of following holiday-specific traditions, including costumes, trick-or-treating, and carving pumpkins, has prompted a rise in consumer spending, as consumers seek to properly celebrate this October event.

1 in 4

Consumers plan on dressing up for Halloween.

1 in 2

Draw inspiration for their costumes from movies.

$10.1 billion

Was spent in 2021 on Halloween-related products.

*Source: Statista, 2022.

Key topics by traffic

Movies, Series, & Games: 44% of total interest

Content surrounding Halloween themed movie genres, including horror and thriller, and ‘survival’ video games.

Parties & Plans: 27% of total interest

Mentions of outdoor & costless activities draw most attention, as well as tickets, events, & fun, group activities.

Costumes & Facial Paint: 17% of total interest

Content mentioning makeup, from hues to tutorials, and costume inspiration, mainly revolving around celebrities.

Recipes & Sweets: 13% of total interest

Articles that mention fun recipes, chocolate and candy, and inspiration from TikTok are most popular.

*Source: Seedtag WorldWide publisher network content, Halloween, 2022

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