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Advertisers Reassessing Halloween Commerce Survey Shows 83 Percent Will Shop In StoresLooks like Halloween lovers will be shopping in stores for their pirate costumes and light-up pumpkins this year.

Retale, a location-based mobile platform, just revealed the results of a commissioned study examining the shopping behavior and preferences of parents for the 2015 Halloween season.

Retale’s core business is to help shoppers save on in-store purchases from their favorite major retailers.

The online study, which polled 700 parents with school-aged children, showed that the majority of parents (83 percent) prefer to shop at brick-and-mortar retailers for Halloween costumes and decorations this year. Fewer — 45 percent — expect to buy Halloween items online.

“In addition to traditional store visits, Halloween shopping is now its own experience,” said Pat Dermody, president of Retale. “Brick-and-mortar businesses continue to thrive during the holiday as Halloween pop-up retailers showcase elaborate in-store displays to engage shoppers to try costumes and explore the latest decorations for their home.”

Another bright spot for ghostly retailers? Those folks plan to spend more.

“Among those surveyed well over half (57 percent) anticipate spending more on Halloween this year than they did last year,” according to the company. “While 64 percent of dads plan to increase their spending for the holiday, only 50 percent of mothers plan to do the same. In total, 37 percent of parents expect to spend the same amount as last year on Halloween, with only 6 percent saying they will spend less.”

“Shopping has rebounded this Halloween after seeing a lull in recent years,” added Dermody. “As the overall economic climate has improved, we’re seeing a boom in Halloween interest and spend. Though the two aren’t directly related, if you look at Halloween as a bellwether for December, holiday spending could also rise this year.”

The polling also suggested that the majority of parents (54 percent) will spend $20-99 on their Halloween shopping, while 41 percent will budget more than $100 for the holiday. Only 5 percent of parents plan to limit spending to less than $20.

And we haven’t even gotten to the candy part yet …

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