The "2024 Halloween Overseas Consumer Market Insight Report" is produced by Dashu Cross-border, providing a multi-dimensional analysis of the overseas Halloween consumer market, including market overview, popular categories, consumer insights, development trends, and marketing tips.
1. Market Overview
- The search popularity of Halloween-related topics rises and peaks in October, with regional differences in popularity—North America is the highest, while some Asian regions have seen an increase in recent years. U.S. consumers show high participation, with spending expected to reach $11.6 billion. Both online and offline sales channels are popular, with e-commerce gaining momentum and personalized decoration products selling well.
2. Popular Category Analysis
- Best-selling products are concentrated in costumes & accessories, home decorations, candies & snacks, and party supplies. Costumes & accessories include various themed outfits and pet costumes; home decorations focus on horror elements, with DIY products on the rise; candy & snack consumption is characterized by low price and high volume, with emphasis on cost-effectiveness and experience, while low-sugar and sugar-free candies are favored. Selection recommendations and stocking strategies are provided for different markets.
3. Consumer Insights
- The 25 - 34 age group shows high enthusiasm for shopping before Halloween, with emotional factors and holiday preferences as the main reasons. Gen Z's consumption power is gradually increasing, focusing on user-generated content; Millennials have higher budgets and are influenced by social media; Gen X prefers simple and practical products; Baby Boomers have lower shopping enthusiasm, focusing on cost-effectiveness.
4. Development Trends
- Pink Halloween trend: Combining traditional Halloween with pink themes, loved by young people and popular on social media.
- Enhanced social media influence: Becoming an important channel for brand marketing, it is the main source of costume creativity for people under 25, influencing consumer purchase decisions.
- Enhanced immersive and interactive experiences: Including horror-themed amusement parks, haunted houses, immersive theaters, escape rooms, and offline activities, as well as interactive challenges on social media platforms.
- Growth in family-friendly consumption: Brands are launching products suitable for families and children, with parent-child costumes and DIY decoration kits being popular, and sales of family party-related products increasing.
- Creating holiday-exclusive products: Brands in food, decoration, and beauty are launching Halloween-themed limited edition products to strengthen emotional connections.
- Collaborating with KOLs to create topics: Cooperating with influential KOLs to promote products through live streaming and other formats.
- Launching special holiday promotions: Such as limited-time sales and mystery blind boxes.
- Launching Halloween-themed content to enhance interaction: Creating related creative content and encouraging users to participate and share.
5. Marketing Tips for Overseas Brands to Play with Halloween
- Based on the above trends and consumer insights, brands can meet consumer needs and enhance brand awareness and sales through innovative products, KOL collaborations, special promotions, and other methods.
