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Fewer tricks, more treats for advertisers this Halloween season
2020 could turn out to be a big Halloween year despite the ongoing pandemic. With extra time at home, indoor decorations are top of mind, particularly because customers are becoming increasingly ambitious about DIY. New ways to celebrate also include safer alternatives such as "trunk or treating" and the desire to break the monotony with elaborate costumes and fun treats – not just for the kids.
Walmart customers remain concerned about health and safety. They are shopping more efficiently, making fewer store trips and buying more items when they come in. They’re leaning toward online shopping, with curbside pickup or home delivery for groceries and locally available merchandise. Walmart store comp sales jumped 10% and ecommerce sales shot up by 74% between February to April 2020.
Halloween advertisers are still optimistic about in-store shopping. Still, there will be a measurable emphasis on e-commerce and rethinking creative, according to the latest Advertisers Perceptions’ "Coronavirus Effect on Advertising Report." The shift in consumer mindset will also impact advertisers’ media mix, prioritizing digital advertising over other channels. There is an anticipated 5% increase in digital advertising spend YOY on retail media networks stated in the same report.
Check out these Halloween category insights on Costumes, Beauty, and Food and Beverages to identify opportunities and shape your advertising plan with Walmart for 2020: