Maximizing Seasonal Sales with Halloween Influencer Marketing

In 2023, Halloween spending soared to an impressive $12.2 billion. This spend covers everything from candy and costumes to themed decor and beyond. Influencer recommendations and social media channels have become essential in shaping Halloween celebrations, influencing purchasing decisions, and fueling the festive spirit. Find out how your brand can maximize seasonal sales with Halloween influencer marketing.

The Power of Halloween Influencer Marketing

Candy, decorations, and costumes are the biggest spending categories during Halloween. According to recent statistics:

• 96% of consumers will buy candy
• 77% will buy decorations
• 69% will buy costumes

With such a large portion of Halloween spending funneled into these categories, influencers play a critical role in shaping consumer behavior. Creators showcase the latest trends in candy, creative decoration ideas, and the hottest costume styles, driving their followers to make purchases.

Captiv8’s 2023 CPG Marketing Report revealed that half of Gen Zers have tried a new snack based on an influencer’s recommendation. This statistic exemplifies the role of influencers in the discovery of new products, especially among younger generations. During the holiday season, influencers have a significant impact on CPG sales, particularly with seasonal foods and flavors. Additionally, the report found that 40% of Gen Z and 35% of Millennials have discovered a new seasonal food or flavor because of an influencer on social media.

As a result, influencers become even more crucial in driving sales during the Fall and Winter months. This presents an opportunity for brands to create seasonal campaigns that capitalize on the festive spirit and trends.

Halloween Influencer Marketing: Brands that Got it Right

NYX Cosmetics x Universal Monsters

NYX Professional Makeup’s Halloween campaign, “Mon-Star Bash,” was inspired by Universal Pictures’ classic movie monsters and featured Gen Z influencers Landon Barker, Reginae Carter, DJ Phoenix Brown, and Grace McKagan. These influencers were transformed into monsters by makeup artist Mimi Choi. The campaign included a music video for an original song and a partnership with Ulta Beauty’s Ultaverse within Roblox. Timed with a Halloween product collection release, the campaign aimed to engage Gen Z consumers through influencers and the metaverse. The influencers activated extended the campaign’s reach through social media, while the Roblox activation allowed consumers to play Halloween-themed games and win prizes.

NYX’s TikTok video with Reginae Carter had over 6 million views, demonstrating the campaign’s significant impact on social media engagement. The creative blend of influencer transformations and interactive digital experiences effectively captivated the target audience and bolstered brand visibility during the Halloween season.

@nyxcosmetics goin up close & personal with miss @Nae Carter 🩷💀🎥 #Unfiltered #NYXCosmeticsxUniversalMonsters #TikTokHalloween #nyxcosmetics #bts ♬ original sound – NYX Professional Makeup

Angel Soft x ‘Mum-Fluencers’

Celebrity ‘mum-fluencers’ Micah Enriquez, Shannon Doherty, and Joy Green joined the fun with Angel Soft’s 2023 Halloween campaign, showcasing humorous behind-the-scenes and stills of their children wrapped in toilet paper mummies. The campaign highlights Angel Soft as a budget-friendly and convenient costume solution, with a contest inviting customers to share their own TP mummy creations for a chance to win a $500 gift card. 

The success of the Angel Soft Halloween campaign stemmed from its ability to capitalize on a common parenting challenge—last-minute costume planning. By offering a practical yet imaginative solution, the campaign addressed a real pain point for busy parents. Additionally, by partnering with mom-fluencers, creators were able to put the content in front of Angel Soft’s target audience.

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A post shared by Micah Enriquez (@makeitwithmicah)

Start Planning Your Halloween Influencer Marketing Campaign Today

For brands, starting Halloween influencer campaigns early comes with significant advantages:

• Lower Costs: By securing creators early, brands can avoid the premiums that come with last-minute campaigns. This allows for more efficient budget allocation and a higher return on investment.
• Larger Creator Selection: Early planning means brands have access to a wider pool of influencers. As the season progresses, competition for top influencers increases and securing exclusivity becomes more challenging.
• Higher Conversion Rates: When creators start posting early, they ensure that your brand is familiar and top-of-mind during the peak Halloween shopping period. Early exposure can lead to higher engagement and better conversion rates as the festive season approaches.

With Captiv8’s advanced analytics and influencer discovery tools, brands can efficiently identify and collaborate with influencers who align perfectly with their target audience and Halloween campaign goals. Interested in learning more? Book a strategy session today!