Spooky Stats: Halloween Costume Shopping Trends

With Halloween just around the corner, many people are starting their search for costumes, décor and other party essentials for their Halloween frights and festivities.

As the spooky season creeps into the minds of many, there is a big jump in unique web visitors on sites that sell Halloween related products from August to September 2022 and an even bigger jump from September to October 2022. HalloweenCostumes.com saw the biggest increase of 148% from September to October while PartyCity.com and SpiritHalloween.com saw large increases of 121% and 92% respectively.

Source: MMX Multi-Platform, Advanced Media Overview, Key Measures, Total Audience, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept. 2023, U.S.

No tricks, just treats here as people with children are more likely to be searching on the major Halloween sites in October than those without children. In 2022, people with children made up almost 70% of Partycity.com visitors, 52% of Halloweencostumes.com visitors, and almost 60% of SpiritHalloween.com visitors.

Source: MMX Multi-Platform, Advanced Media Overview, Key Measures, Total Audience, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept. 2023, U.S.

As October rolls around and Halloween inches closer people spend even more time on Halloween sites searching for costumes and paraphernalia. In October 2022, Halloween sites see an average jump of 101% compared to the month prior when it comes to time spent on the website.

Source: MMX Multi-Platform, Advanced Media Overview, Key Measures, Total Audience, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept. 2023, U.S.

Website visitors in October aren’t scaredy-cats and only visiting one site. Those who are on the hunt for Halloween items are not brand loyal to one site, but rather they’re open to shopping around on different sites to fit their Halloween needs. In 2022, 4.3 million people visited two or more sites and 840,000 visited all three sites.

Source: MMX Multi-Platform, Audience Duplication, Total Audience, Entities: SPIRITHALLOWEEN.COM, PARTYCITY.COM and HALLOWEENCOSTUMES.COM Sept. 2023, U.S.

Want to get your brand in front of these Halloween shoppers as they actively explore where to buy their Halloween costumes and more? Proximic by Comscore has you covered with Halloween Shopper Predictive Audiences, contextual targeting segments surrounding Halloween and many other custom targeting options. Contact us today to learn more.

As the full moon rises and the digital cobwebs clear, we hope you've enjoyed this spine-tingling journey through the data-driven mysteries of Halloween web searching. Happy haunting!