Bing Knows What You Did Last Halloween (And Has Data to Prove It)

Bing published their ad data from Halloween 2014 and predictions for this year’s trends. Creators of anything related to scary, sweet, or ghoulish – you should be advertising now!

Here are a few of the highlights, tricks and treats from the ad stats.

During 2014:

  • 2 out of 3 American adults celebrated Halloween.
  • The average shopper spent $78, up 3% from 2013.
  • The total spent on the holiday was $7.4 billion, up 6% from 2013.

When do people begin shopping for Halloween?

  • 32% of shoppers begin before October (so, now!)
  • 43% of shoppers begin during the first 2 weeks of October.
  • 25% of shoppers begin during the last 2 weeks of October.

What are shoppers looking for?

  • 95% of shoppers plan on buying candy, and spending an average $29; adding up to $2.5 billion.
  • 69% of shoppers plan on buying decorations and spending an average of $23.
  • 67% plan on buying costumes and spending $21.

Whoooooo will they be?

  • 34% of shoppers use search engines to find costumes for themselves, kids and their pets.
  • 33% of shoppers go to retails stores or costume shops.
  • 20% use friends and family for ideas.
  • Others use print media, pop culture (scary!), Facebook, Pinterest, or current events for costume ideas; while others will use a costume that they already have.

Costumes for pets and kids alike:

  • 30% of shoppers will take their children out trick-or-treating. Top costumes for kids in 2014 were: princess, animal, Spiderman, charter from that cold movie, or a action/superhero.
  • 14% of shoppers (or 23 million, awesome people) will dress up their pet. The top costumes for pets were: pumpkin, hot dog, devil, bumblebee, or cat.

Mobile continues to creep:

  • Halloween searches on mobile grew 1,052% on Bing Ads in 2014.
  • Mobile visitors spend half of the time on a website as visitor coming from a PC. That’s right — you have 50% less time to engage a customer when they are on a mobile device, witch is most of them.
  • Pro tip: make it easier for ghouls and boys of all devices to find what they are searching for on and offline with sitelink and location extensions in ads.

Bing Ads audience is more likely to eat and party.
Compared to Google, the Bing Ads audience is more likely to:

  • Drink beer within the last 30 days.
  • Have planned a party in the last 6 months.
  • Have searched and bought take-out food online in the last 30 days.
  • Used their mobile device to search for food, recipe and cooking tips.