1、Halloween Insights 2024|1Unmasking Halloween:Key Insights&Trends 2024REPORTHalloween Insights 2024|2Unmasking Halloween Trends&Consumer Behavior Every Halloween brings its own tricks and treats.So what will be motivating consumers as they gear up for the scariest night of the year?From groceries to

2、costumes to candy,this report pulls back the Michael Myers mask on the trends shaping Halloween 2024.Because behind every group costume or trick-or-treat lies a deeper story of consumer behavior.In this report,we explore what will be filling US grocery baskets this Halloween seasonthink healthier ca

3、ndy alternatives,DIY costume accessories,and festive snacks.Plus,well run through several surprising trends in last years data.Examine why costume-inspired makeup is taking off,along with some surprising and unexpected cosmetics trends.And with group and couple costumes on the rise,youll discover ho

4、w changing social dynamics are impacting the kinds of products consumers want for Halloween.So how about turning this intel into a competitive advantage?Whether youre in grocery,retail,or entertainment,these trends could enable your brand to grab a bigger share of the trick-or-treat candy loot.Trend

5、s for men&womenGroup and couple costumes areon the rise.But what are the most searched-for outfits,we uncover the characters people want to beMakeup for costumesMascara,body paint,temporary tattoos,and even Korean-influenced makeup are providing that extra something for Halloween outfitsBrands makin

6、g a splashWhat brands are standing out and capturing consumer attention in the Halloween market?Well show youGrocery basket trendsWhats filling grocery baskets this Halloween season,including healthier candy alternatives,DIY costume accessories,and festive snacks?Halloween Insights 2024|3A significa

7、nt October surge in makeup sales coincided with Halloween celebrations:the 60%Year-on-Year(YoY)increase in revenue highlighted a growing demand in the Makeup category.Looking Back to 2023:Makeup Sales Get a Halloween Boost on the Back of Costume InterestBook a meeting Maybelline may have led the Mak

8、eup category with 1.6M unit sales.But e.l.f.took second place with 1.2M sales(+237%YoY).Best sellers with a focus on eyes.From mascara to eyeshadow-buyers put the finishing touches to their outfits.Book a meeting with our team to truly discover your categoryHalloween Insights 2024|4Creative Costumes

9、 on the Horizon:Makeup Surged by 60%for Halloween 2023.But What About 2024?Maybelline was the top selling brand in October 2023,with a washable Mascara as its number one selling product.LOreals Telescopic Mascara is showing a decline in search volume in favour of Thrive Mascara.Korean makeup product

10、s are on the rise!Leading brands looking to capitalize on Halloween makeup sales this year should introduce Korean inspired makeup products.Body paint and temporary tattoos drove high consumer demand in October 2023 vs the month prior,along with eye shadow.Halloween Insights 2024|5Rising Makeup Sale

11、s Suggest a Successful Halloween as Consumers Get Creative With Their Costumes The increased desire for Makeup continued this year with sales up over the last 3 months 11%YoY with revenue seeing a similar boostIn July,revenue is up 12%YoY although sales are only up 9%,reflecting an increasing averag

12、e sale price.Perhaps this alludes to an average consumer who is less focused on price than they were a year agoMaybelline remains the number one brand,but its growth is far below the category as a whole.While competitors e.l.f.,LOral Paris and Covergirl outperform it.The stand out in the list is Ess

13、ence who has seen growth exceeding 2500%owing to its Lash Princess False Lash Mascara-making up 84%of its unit sales.Halloween Insights 2024|6Brands Should Optimize for the Increase in Searches Around Specific Product TermsProduct specific searches are increasing as consumers enter a product need or

14、 want into Amazon rather than browsing through whats available.Brands must ensure their search optimization accounts for this-avoiding generic terms like makeup-to bring in more views and consequently more sales.Looking back at Essence,we see that the top 6 search terms its get clicks for are all sp

15、ecifically related to mascara.While the specific top selling product is only 7th.Essence seems to be optimizing successfully for these product-specific searches given its relatively lesser known status over the bigger brands.Halloween Insights 2024|7Trick or Treat!Top Halloween Grocery Buys and Keyw

16、ords from 2023In October,US consumers prepared for Halloween by buying treats.Candy&Chocolates revenue increased by almost 13%compared to the previous year.While many skipped candy for less traditional and healthier loot like seaweed,dried fruit,and snacks like nut and protein bars.Non-candy treats,

17、decorative foods and individually wrapped snacks were higher on the agenda compared to 2022.But overall,candy was still number one on shoppers lists.Halloween Insights 2024|8Sweet Shift of Halloween:Freeze-Dried Candy Overtook Chocolate in the run-up to Halloween 2023Despite a move towards healthier

18、 options,Candy was still the number one selling subcategory in the Grocery&Gourmet Food category.Within Candy,Hersheys saw its revenue and sales decline YoY as consumers opted for hard candies over chocolates.Airheads became the latest big selling brand-specifically its 60-Bar bulk box.Generic searc

19、hes for Halloween candy were actually down YoY,with more specific searches taking the spotlight-particularly for“freeze-dried”candy,which became the buzz word of Halloween 2023.Halloween Insights 2024|9Terrifying Threads:Halloween Costume Sales Trends for Women&MenThe leading 5 brands in the Costume

20、 category saw significant growth compared to October 2023.Mario Bros Luigi outfit was the best-seller in the Costume category-duo or group costumes are increasingly popular choices.Adult Halloween costumes-especially for women-were the most searched for phrases in the Clothing category.Male adult co

21、stumes also saw a large increase on the previous year.Dress up choices seeing large increases on the year prior include Beetlejuice&Michael Myers.The go-to solution for Marketplace IntelligenceFind new growth opportunitiesBoost product visibilityOptimize PDP listings with top keywords.Customize keyw

22、ord search data with multiple filters,tailored to your priorities Leverage branded vs non-brandedkeyword search data to understand your brand strengthOptimize for traffic Only solution in market offering granular traffic analysis driving product views.Easily benchmark your marketing performance agai

23、nst the category average.Gain insight into competitors marketing strategies,including internal and external traffic,paid and organic approaches.Determine market share and dive into competitive positioning Optimize product assortments and category investmentsTrack changes in demand,seasonality,pricin

24、g effects and moreTake the next stepHow Shopper Intelligence can help boost your sales,both this holiday season and in 2025 Book a meeting with an expert to learn about your categoryBook a meeting Halloween Insights 2024|11Shaping The Market 2O24|1111Shaping The Market 2O24Lead Authors,Research&InsightsDaniel Reid|Senior Insights AnalystJames Quilter|Senior Content Marketing ManagerStrategyNeha Jainve|Principal Product Marketing ManagerYaara Zajicek|Team Lead,Global MarketingDesign&Data VisualizationShahar Tal|Brand D