Halloween. It’s the second highest holiday spend among moms after Christmas. With social distancing and the cancelation of some college fall sports, it’s natural progression to ask, what about Halloween? BSM Media surveyed 945 mothers from across the United States for their thoughts on the spooky and fun holiday during a pandemic. Here’s a look into the future of Halloween according to mothers and how mom influencers of Mom Select are talking about it already on social media.
Halloween. It’s the second highest holiday spend among moms after Christmas. With social distancing and the cancelation of some college fall sports, it’s natural progression to ask, what about Halloween? BSM Media surveyed 945 mothers from across the United States for their thoughts on the spooky and fun holiday during a pandemic. Here’s a look into the future of Halloween according to mothers and how mom influencers of Mom Select are talking about it already on social media.
1. Halloween is serious business for Mothers.
Over 70% of families begin celebrating the Halloween season on or before October 1st. Some 35% begin shopping for costumes in August with 62% already talking to other moms about their plans. This is why smart retailers already have skulls and treats in their emails and aisles. The conversations have started and brands should be a part of them.
2. Moms want to celebrate Halloween.
Ninety-eight percent want their families to be able to celebrate Halloween this year however only 52% would allow their children to traditionally trick or treat if the holiday was next week.
3. It’s not Halloween monsters and ghosts that frighten moms, it’s the fear of disappointing their children.
Thirty-seven percent of moms are afraid of the tears canceling Halloween would cause while another 36% are fearful that local restrictions will eliminate their family’s fun. Brands should determine a way to be part of Mom’s solution set for delivering her children a fun Halloween season.
4. Wagon parades and costume sidewalk shows will lead the way as new Halloween celebrations this year.
Moms are innovative and social distancing is no challenge for their creativity in making memories for their children. Radio Flyer and Little Tikes can expect to see spikes in sales as moms turn their wagons into Pinterest-worthy costume extensions with their children comfortably seated inside. Ask yourself how your brand can fill those wagons with treats?
5. Drive-by trick or treating and porch treat drops will replace door to door trick or treating for 2020.
Drive-by trick or treating and porch treat drops will replace door to door trick or treating for 2020. Forty-seven percent of moms surveyed say they will participate in drive-by trick or treating if today’s conditions persist in October. Smart brands like Party City are on trend now offering car decorations, door drop favors and yard decorations that support these new celebrations.
6. Booing will be the most used verb of the 2020 Halloween season.
Not sure what “booing” is? Don’t worry, we won’t leave you in the dark. Booing is the act of leaving treats or decorations at the home of a neighbor with no indication of where they came from. The surprise is fun and leaves friends wondering “who is the ghost who left his mark?” This is great news for home décor, snack foods and small toy brands. Booing is an opportunity for incremental sales during the preholiday season.
Halloween 2020 presents new opportunities for brands to connect with moms and families. It’s been a year of pivoting on marketing tactics and now is the time to rethink your Halloween strategy. If you get stuck finding a way to leverage these new mom behaviors, feel free to email me Maria@bsmmedia.com. It’s not scary! I promise.
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in influencer engagement and outreach programs. Their MommyParties, and Social Spotters, services are proven activation tactics used by Fortune 100 to Start Up companies. BSM Media also owns and operates MillennialInfluencers.com and GenZInfluencers.com which connects brands to Millennial Influencers and Gen Z Influencers.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.
