Boston area consumers are expected to spend $134 million on Halloween related activities in 2020, according to information from the National Retail Federation. This would be a slight 2.3% decrease from 2019. This is proof of the holiday's strong resistance to the pressures of a pandemic economy.
Based on data from the NRF's annual survey conducted by Prosper Insights & Analytics, more than 2.3 million Boston adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin, and 18 percent will dress up their pet.
“Consumers continue to place importance on celebrating our traditional holidays, even if by untraditional standards,” NRF President and CEO Matthew Shay said. “Retailers are prepared to meet the increased demand for seasonal décor, costumes, and other items that allow families the opportunity to observe Halloween safely.”
To earn a large share of Halloween spending in 2020, Boston small business owner will need to advertise to let consumers know their stores are open, stocked, and ready. By any metric, advertising on Boston radio is the best way to reach holiday shoppers.
In a recent study, Nielsen discovered the elements of an advertising campaign that had the most potent effect on purchase behavior. The results indicate that reach (the number of different consumers exposed to a campaign) was responsible for driving more sales for the advertiser than branding, recency, context, or targeting.
Households with young children are most like to spend on Halloween related activities. According to Nielsen, Boston radio reaches more consumers with kids than all other local media.
Additionally, according to Nielsen, Boston radio is especially strong among millennial parents. Currently, 50% of all local parents are members of Generation-Y.
For Boston small business owners to participate in the Halloween shopping season, now is the time to begin advertising.
According to the NRF, "With extra time on consumers’ hands, Halloween shopping is starting earlier with four in 10 planning to begin their shopping in September. While fewer might be heading to stores, the top shopping destinations remain the same: discount stores, specialty Halloween stores, grocery stores, and online retailers."
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