In Spain, the Halloween aesthetic and its playful approach has devoured the local tradition centered on religion. From a marketing point of view, celebrating the festivity is closely related to an increase of the consumption (as well as Christmas). And at the prospect of promoting chestnuts or adapting any product to a subject known worldwide, wins by a landslide the latter case. This is what is called seasonal advertising, and in Spain Halloween is a fest that is gaining more followers every year. And it will be gaining even more with the worldwide American influence that keeps increasing in recent years, something totally understable if you take into account another imported fest as Saint Valentine’s.
From the point of view of marketing, consumer demand is growing, because what started as a fun for kids has ended up reaching an adult audience. According to PuroMarketing, the global market that has taken advantage of the fest increased its sales a 194% between 2009 and 2013. Thus, the supply increases and competitiveness increases, so brands need to create powerful and distinctive campaigns, and because of this, year-on-year Halloween-related offers have increased a 20%, ranging from pumpkins to costumes. Although it may seem that with simply scaring is enough, we must say that being this the characteristic topic of the fest is very important to explode creativity because you never know at what point will the competition be, and always analyzing well the willingness of the target to which we address. It won’t be used the same advertising by a brand that intends to sell sweets to young children and can create a unique lollipop as a party room that intends to carry out the massive party for young people on Day 1’s eve.
A paradigmatic case of this is Lidl. The supermarket is characterized every time this year with the terror topic, and offers decorative objects to acclimate houses in addition to costumes and even terrifying proposed recipes for the occasion. On their website, there is a section especially dedicated to the festival where they even speak of personalized in appearance and sound bells to scare, or provide a link to a recipe book with a section dedicated to Halloween and promote its book of horror stories. Keeping that in mind, when selling all these products the point of view itself should attract the attention. One can imagine that exhibitors like the one in the picture accompanying this article must be in high demand these dates and it itself requires added creativity. Another thing to mention is that, for example, due to the boom of Halloween the pumpkin sales in Spain in recent years has skyrocketed. And finally, you just need to look at any showcase these days, which is decorated with cobwebs or black and orange, or you can see that in any supermarket sweets are beginning to be thematic.
