Halloween continues to be one of the most celebrated and commercially significant holidays in North America and around the world. In 2024, 72% of consumers joined in the fun, spending an average of $103.63 each and driving total spending to $11.6 billion in the U.S. alone. Notably, shopping habits are shifting earlier than ever. In fact, nearly half (47%) of consumers began browsing and buying before October even started, compared with only 32% a decade ago.
For marketers, this means Halloween is no longer a last-minute rush but a season that rewards proactive, data-driven engagement. With the right audience insights, brands can design campaigns that capture attention, spark excitement, and convert enthusiasm into measurable results. Here are four frightfully effective ways to do just that.
Connect with Families with Children
For many parents, Halloween is about creating lasting traditions, from trick-or-treating routes to pumpkin carving contests. Families with children are highly engaged shoppers, often purchasing costumes for multiple family members, stocking up on décor, and planning group activities. These audiences are also more likely to research and buy early, ensuring they’re prepared for the big night. By tapping into data segments that highlight parents and households with young kids, marketers can align their messaging with themes of memory-making, safety, and fun.
Halloween Targeting Tip: Looking to connect with young families who are looking to create new Halloween memories as a family? Consider targeting segments like “expectant parents.”
Connect with Horror Streaming Audiences
The weeks leading up to Halloween are peak season for horror content consumption. Audiences turn to streaming platforms for everything from classic slashers to new thrillers, often binge-watching as part of their seasonal ritual. This group is a prime target for brands across entertainment, food delivery, alcohol, and even retail categories that want to connect with consumers already immersed in the Halloween mood. By reaching horror streaming fans with complementary offers and promotions, marketers can position their brand as part of the seasonal experience.
Halloween Targeting Tip: Looking to connect with audiences that get ready for the spooky season by binging scary movies? Consider targeting segments like “individuals interested in thriller and horror movies.”
Connect with Candy Shoppers
Candy remains at the heart of Halloween spending, and it’s not just kids driving demand. Adults shop for trick-or-treat handouts, party favors, and personal indulgence, often making repeat purchases throughout the month. Candy shoppers also influence related categories like beverages, décor, and convenience store runs. Targeting audiences who show intent to buy sweets allows marketers to pair products with Halloween’s most universal tradition—treat-giving—while encouraging basket-building across complementary goods.
Halloween Targeting Tip: Looking to connect with Halloween lovers looking to delight trick or treaters this year? Consider targeting segments like “shoppers intending to buy candy.”
Connect with Costume Creators
Not every Halloween enthusiast buys an off-the-rack costume. Many pride themselves on making their own. DIY costume creators search for materials, accessories, makeup tutorials, and inspiration across digital channels throughout September and October. This audience overlaps with fashion lovers, craft hobbyists, and beauty shoppers, making it a versatile segment for brands across verticals. Campaigns that highlight creativity, self-expression, and one-of-a-kind looks resonate especially strongly with this group.
Halloween Targeting Tip: Looking to connect with audiences who show their Halloween enthusiasm through homemade costumes? Consider targeting segments like “DIY enthusiasts.”
Halloween presents a unique opportunity for marketers to engage with their audiences in a fun and festive way. By leveraging audience data, you can create targeted, personalized, and effective campaigns that capture the spirit of the season and drive strong results.
How can brands targeting Halloween audiences optimize digital ad spending to reach their best target customers online? From driving awareness to engaging consumers in-market, Eyeota's How to Target Halloween Audiences guide has the personas and profiles you need to identify, reach, and engage your target audience on all digital media channels, including audio, connected TV, digital out-of-home, display, mobile, and social channels.
With this guide, you can discover addressable digital audience profiles to target your ideal customers such as:
Connect with the Data Desk to request your custom audience targeting strategy today.