The scariest night of the year is just around the corner. We are talking, of course, about Halloween night which, as every year, is celebrated on 31 October and represents the first, crucial stage of the Peak season eCommerce 2024.
Halloween is indeed one of the most anticipated holidays of the year, not only for the fun and traditions, but also for its significant impact on commerce, especially e-commerce. In recent years, Halloween-related online sales have in fact seen exponential growth, reflecting changing consumer habits.
In this article, we therefore explore all available data concerning online sales related to Halloween night, and offer some useful tips to better prepare your eCommerce for this unique occasion to increase your online sales.
eCommerce Halloween, that’s how much it’s worth
In 2023, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics, total spending on Halloween night reached a record $12.2 billion.
In Italy alone, according to Confcommercio, sales for Halloween in 2023 increased by 20 per cent over the previous year, exceeding EUR 300 million.
eCommerce Halloween, best-selling products
Most of the expenditure naturally focused on costumes, decorations and, above all, the inevitable sweets.
In fact, spending on sweets alone (essential to ward off the dreaded ‘tricks’) reached the figure of $3.6 billion in 2023 globally. Even in Italy, according to Unione italiana food, candy sales volumes grew by 7% in 2023 compared to the previous year.
eCommerce Halloween, why start preparing your eCommerce now
The eCommerce shops that sell the most in the run-up to Halloween are therefore, of course, those offering products such as costumes, toys, party supplies, cosmetics, make-up and food.
If your online store has products whose sales are likely to increase in the run-up to Halloween, you should start preparing now, because it is precisely in the weeks leading up to the scariest night of the year that eShoppers start to do their online shopping and get everything they need for an unforgettable night.
5 tips to better prepare your online shop for Halloween
With the Peak Season eCommerce season just around the corner, kicking off on Halloween night, it is crucial that your shop is ready for the expected sales spike.
Here, then, are some practical tips to maximise your sales opportunities.
1. Check that your online store is fast and responsive
According to a recent study published by none other than Google, in 53% of cases a user abandons a web page if it takes more than 3 seconds to load. It is therefore crucial that, especially during the peak online shopping season, your site is fast and responsive.
So make sure that all pages load quickly and, above all, that the checkout process is simple, fast and intuitive. The less time it takes your customer to complete the purchase, the better your chances of making a sale.
2. Broaden the availability of your products
In the run-up to festivities such as Halloween, it is essential to have enough stock of all your products so that you do not risk losing a single sale.
For example, if you sell costumes for Halloween night, it is important to have not only a large selection, but also a good stock of all products, with all sizes available. Therefore, prepare your inventory in advance by identifying the products most in demand, and make sure you have sufficient stock. To forecast demand and replenish accordingly, you can analyse sales data from previous years.
3. Offer dedicated promotions and discounts
Halloween night is a unique and unforgettable night. However, precisely because it is unique, nobody likes to spend exorbitant amounts of money on costumes, or more generally products, that are only used once a year. A small discount, or a dedicated promotion, could, however, be a good incentive for purchases.
Therefore, consider launching promotional campaigns dedicated to Halloween night, and offer discounts on your most popular products. This way, you will not only win more customers, but also increase the average value of your shopping cart. And don’t forget to communicate your offers to your customers in a timely manner, e.g. by using e-mail marketing campaigns or leveraging your social channels.
4. Offer efficient customer service
During peak online sales season, or during special events such as Halloween, your customers are likely to need more assistance than usual, e.g. they may need information about sizes, materials, or shipping times (to make sure they receive the goods on time).
So make sure you have a support team ready to respond quickly to all your customers’ or potential customers’ concerns, whether via live chat or social media. Excellent customer service and clear, accurate information can really make a difference at a time of year when competition is fiercer than ever.
5. Optimise your shipments
As demand increases, the shipping time for your orders may lengthen. However, ensuring delivery of products before ‘date x’ is crucial. Imagine the disappointment of a customer receiving their order after 31 October, when the Halloween holiday has passed. This would result in a safe return.
Offering your customers alternative delivery methods to traditional Home Delivery not only allows you to simplify and optimise the management of your shipments, but also guarantees greater customer satisfaction and, above all, avoids the risk of delays! In other words, you should definitely gear up to ship your orders to Lockers and Pick-up Points in preparation not only for Halloween, but for the entire Peak Season eCommerce season.
Fortunately, integrating your online store with Lockers and Pick-up Points is quick and easy with GEL Proximity.
Thanks to our Network of more than 200,000 Pick-up Points and Lockers already active nationwide and internationally, you can now offer your customers the possibility to pick up their orders online in a flexible manner.
You can connect GEL Proximity using our dedicated libraries and APIs, or by downloading the module/plugin from the marketplace of your eCommerce software.
With GEL Proximity, forget the nightmare of deliveries not being made on time. Halloween may be the scariest night of the year, but not your eCommerce!
