Like most holidays this year, Halloween will look and feel a little different. Anticipation is becoming more amplified among consumers in the weeks leading up to the holiday, many of whom are hoping the celebration will relieve some stress and bring a sense of normalcy after months of lockdown and uncertainty.  

Americans are still planning to celebrate despite the ongoing pandemic and economic challenges. According to the National Retail Federation's (NRF) annual survey conducted by Prosper Insights & Analytics, more than 148 million U.S. adults plan to participate in Halloween-related activities this year. While it is good news for retailers offering products in key categories, such as candy, costumes, and decorations, merchants will still need to adapt their marketing strategy for a contact-free holiday. 

Last week, Mars Wrigley, the candy maker behind M&M's, Snickers, Twix, and Skittles, launched a first-ever digital Halloween experience application called Treat Town which will allow customers to redeem credits for their candy in real life at retailers across the U.S., including Walmart, Target, and CVS. The mobile app also allows consumers to connect with friends and family and collect their favorite candies from the comfort of their home. Beginning this week and live through Halloween, consumers can download the app to their iOS or Android device for free and begin building their profile. The digital experience was created to offer families and communities a way to preserve these holiday traditions in the new social landscape. With uncertainty brewing amongst consumers, this is a commitment from Mars Wrigley that the season is not cancelled, and that it will be one to celebrate and remember.  

"Halloween is a mega-moment at Mars Wrigley and we've tried to think of everything our consumers might need in 2020 to embrace both familiar and new Halloween traditions," Tanya Berman, Mars Wrigley's head of seasonal marketing says. "We quickly pivoted to the totally new Treat Town platform, so families, friends and communities have the entire month of October for inclusive, digital celebrations that create better moments and more smiles this Halloween season. We've partnered with the National Safety Council to help create tips and guidance for a mindful Halloween experience for all during the pandemic. No matter what you're looking for during Halloween 2020, Mars Wrigley is ready."  

Retailer Party City partnered with Nextdoor to launch an augmented reality (AR) experience. The interactive treat map offers alternatives to trick-or-treating to help people celebrate the holiday safely. Customers can share plans to decorate or dress up and get in the spirit with a new augmented reality experience. People can add their home to the treat map and share which lower risk festivities they are participating in, including haunted decor, pumpkin projects, or a costume wave parade. People will also be able to explore the map to see how locals are celebrating and plan a sight-seeing route for the night. 

Candy maker Hershey is another brand pivoting to make the holiday a memorable experience this year. The company partnered with Google to tailor digital ads to households using search data based on where they live, how likely they are to be on lockdown, and what Halloween activities they have been searching for online. Hershey’s new marketing strategy will gain access to data showing whether people are more or less likely to go outside based on what they search for. For instance, a person who sought out business hours for nearby stores or vacation ideas suggests the likelihood to go outside. 

The geotargeting evolution has been a story of what a company like Hershey can do when it doubles down on being data-driven and shopper centric. “Based an analysis of this geotargeting from last Halloween, for every dollar Hershey spends on advertising, it earns four times that as a return on investment. “says Ashlee Carlisle, Integrated Media Manager, Advanced Audience Targeting & Strategy.”

Digital channels play an even greater role in how people are making purchases for the holidays. Companies that prioritize eye-catching imagery on their product packaging ensure that they stand out among their competition as consumers browse online for their Halloween and holiday essentials. While seasons are influenced by traditions, seasonal innovations are important to bring excitement to consumers. If there is any silver lining to the crisis we have been living through, it is that retailers are now battle-tested and ready to respond to increased online demand this holiday shopping season.