Halloween was dampened last year due to the pandemic, but this year it’s different.  According to NRF (National Retail Federation), the total expected spending on Halloween-related items this year will be around $10.1 Billion, which means people are thrilled to celebrate the holiday this year. Halloween is a lot of fun, a little scary, and anything but serious. People celebrating it enjoy dressing up in costumes and indulging themselves in the darker and creepier things in life. So, it’s obvious that consumer spending will be high in the category of apparel & accessories. This makes it a great opportunity for brands, retailers, and advertisers to stand out against the competition and win more sales.

Using GrowByData’s Ad Intelligence tool solution, we collected and analyzed the product information data of highly competitive keywords in the Apparel and Accessories category on Google Shopping from September 18th to October 24th. We specifically analyzed the ads data to find out the trends of special offers and promotions on the ads heading into Halloween.

Also, look out for our Monthly Market Pulse for Apparel & Accessories Category.

The following are our insights from the special promotions data analysis for the weeks heading into Halloween. So, let’s see what it has to say.

The graph above shows that there is a 108% upsurge in the number of ads that are offering special promotions in the second week of October. Following the surge, there’s a day-by-day fluctuation in the number of ads with special promotions in the category. Although, the numbers are still much higher than at the end of September and the first week of October.

The above graph clearly shows that there’s an increase in the number of advertisers promoting their apparel & accessories products with deals and offers from the first week of October. There were only 155 advertisers offering promotions on their products at the end of September. It increased to 267 advertisers by the 2nd week of October. This is a 72% increase in the number of advertisers offering promotions. It is because as Halloween approaches closer, advertisers want to attract shoppers with exciting deals and promotions to attract them into buying the product.

Similarly, looking into the data on the number of products that have special offers, the graph above shows a sudden surge in the number of products with special offers in the second week of October. On average there were around 752 products with special offers daily from September to the end of the 1st week of October. The daily average of products with special offers jumped to over 1.5K by the 2nd week of October.

Next, we present you ‘The Top 10 Most Popular Special Offers in Apparel & Accessories category’ this Halloween season:

Special Offers Products Count Ads Count
Free shipping 31% 44%
Free Shipping Over $75 21% 15%
10% Off Your Order 7% 5%
Take 21% Off Sitewide 7% 5%
30% Off 6% 5%
Extra 30% Off Purchase 6% 10%
15% Off 6% 4%
25% Off 6% 5%
Spend $50 Get 20% Off, $125 Get 25% Off, $200 Get 30% Off 5% 3%
50% Off 5% 4%

Among the Top 10 Special Offers mentioned in the table above, Free Shipping seems to be the most popular followed by exciting offers like a certain Percentage Off on every purchase. So, if you are a retailer or advertiser, this type of data insight will help you identify the most popular promotions currently being offered in the market which then allows you to adjust your offers/promotions accordingly.

However, if you have any questions or suggestions on this or our other products such as the Search Intelligence tool, SERP Monitoring, and Price Intelligence Software, please feel free to visit the GrowByData website. And if you want to keep up with future trends during the holidays, follow our blog. We hope you find these insights helpful.