September’s only just begun, but that might be hard to believe judging by some retailers these days. With back-to-school wrapping up, Halloween is swooping in to take its place—swapping the pencils and backpacks that had taken over the shelves (and decor) of retailers for oversize spiders and smiley skeletons.
And while search data from Profitero last month indicated that some folks had spooky season on the brain a little early this year, most consumers aren’t quite ready for it.
Don’t rush it
In response to an Adweek-Morning Consult poll that asked people when they’re ready to see Halloween marketing and products, 60% said that waiting until late September is best. Less than half (44%) said early September’s appropriate. About 41% said that’s too early.
Late August, when a lot of Halloween paraphernalia started hitting shelves, was too early according to 60% of respondents (a witchy 27% said late August was just right).
Still, when asked when they start their Halloween related shopping, most consumers said between early September and early October. The highest number of respondents (roughly 13% overall) said early October is when they start.
Some are extra excited for spooky season—but most feel the same as last year
Despite speculations that Americans would be looking forward to the distraction of fall and winter holidays more than usual this year due to the ongoing pandemic, most (61%) said they’re feeling about the same as they did last year about Halloween. About a third (23%) said they’re more excited this year than last year, and 16% said they’re less excited than last year.
Excitement levels were relatively similar for the season of fall in general: 30% said they’re more excited, 62% said they feel the same as last year and 8% said they’re less excited. Thanksgiving fell between the two, with 28% saying they’re more excited, 61% saying they feel the same and 11% saying they’re less excited. Excitement for winter holidays fell in the same ballpark.
For Thanksgiving, consumers seem to think they don’t need quite as much time to prepare. Most (66%) said early November is the right timing for brands to promote related products and services.
Uncertainty remains
Still, as the nature of the pandemic changes with variants and many remain unvaccinated, there’s still some uncertainty around celebrating the fall holidays this year. Less than half (45%) of respondents said they’re planning on spending Halloween and other fall holidays with friends and family this year, while 29% said they wouldn’t be and 26% said they’re not sure yet.
