Halloween, a much-loved ‘invader’ in our calendar
It’s not just exotic plant or animal species that end up colonising new territories: traditions and trends from elsewhere seep, for reasons that aren’t entirely clear, into society’s DNA. We take them on and live them, just like that.
Businesses, big, small and medium-sized, know this well. They recognise the value of a trend that’s winning fans and back the winning horse.
Halloween, celebrated on 31 October, the eve of All Saints’ Day, has become, almost overnight, the perfect ally for brands.
In Spain, and around the world, this phenomenon is gaining newcomers by leaps and bounds. Businesses are aware of it and cash in on its appeal, adapting their business, sales and brands to make the most of this pagan festival with Celtic origins and Christian influences.
Halloween attracts all sorts of businesses, but from the start there were two main kinds that knew how to ride the wave of this new social custom, here to stay. Bargain shops, with all their horror knick-knacks, costumes, decorations and wide range of fireworks, and nightclubs, which saw their takings rise considerably by betting on a night of frights.
These days, many more are jumping on the bandwagon and competing to come out on top, in other words, to capture our attention and so increase their profits.
For a few years now, dental clinics have been advertising treatments for the sweet-and-sugar binge of those days; Netflix, HBO, Filmin and Disney+, among other film and entertainment platforms, put horror productions front and centre in their line-ups; tech companies push the best phones and cameras to capture your spookiest evening; social media boost engagement with consumers by launching frightful campaigns and giveaways; themed cooking, make-up, manicures, decorations and trips sell very well; and rural accommodation businesses promise you a few terrifying days at their properties.
These are just a few examples. I invite you to stroll through the streets of your town and see which shops use Halloween to draw people in to their windows.
Halloween is a social phenomenon that has crossed borders and is therefore an undeniable opportunity for business success.
