Winning product categories for Halloween on Amazon and Google

Halloween on Amazon and Google

Halloween on Amazon and Google is approaching fast! It’s one of the most important holidays (at least for online store owners) during Q4. We researched top-selling Halloween products on Google and Amazon by investigating trends, surveys, and data, to show what eCommerce owners and drop shippers can expect for 2021. We will share what you need to consider in preparing your online dropshipping store for this autumn holiday.

Reasons to consider Halloween products

First, let’s go through some interesting statistical data about Halloween shopping in the USA. This chart shows planned annual Halloween expenditure in the United States from 2005 to 2021.

Halloween on Amazon

(source: • Annual Halloween expenditure in the United States 2005-2021) 

In 2021, consumers in the United States are expected to spend an all-time high of ten billion US$ for the Halloween season. Compared to 2020, this is a significant increase of over two billion US$. Average spending per person was also noticeably higher in 2021 when compared to previous years.

Here we can also see a planned annual Halloween expenditure in the USA by item for 2021.

Halloween Products

 

In 2021, consumers in the United States are expected to spend a combined total of roughly three billion US$ on trick-or-treat candy for the Halloween season. Americans were planning to spend the most on spooky outfits and costumes, namely about three billion US$ in total or just under 35 US$ per person.

How to know when people shop for Halloween?

When People Shop For Halloween

(source: • Halloween: shopping time United States 2021).

In 2021, about 40 percent of consumers in the United States said they were planning to begin shopping for Halloween during the first two weeks of October, making it the most common time frame in which people buy items for the spooky holiday. Ranking a close second, many Americans also intended to shop for Halloween in September. 

Winning product categories on Amazon

According to the National Retail Federation, projections for this year show that Americans plan to spend more than ever, and Amazon sellers should take advantage of this. With more Americans celebrating Halloween this year, average spending is also up. Searches for Halloween-themed products started earlier, and those who began advertising on time will have better results.

Winning Product Categories On Amazon

Halloween is a great sales opportunity. As we are approaching the second most important holiday at the end of the year, we have selected several product categories showing an increase in search terms and sales. 

Here are some interesting trends in the top search terms on Amazon.

top search terms on Amazon

Unlike last year, when COVID-19 changed the top 100 terms related to Halloween, we have decorations and costumes as the most relevant categories in this period. As Europe has fully embraced this mainly US tradition, we are also finding enlargement on those markets. 

Phrase

Search Volume

Sponsored ASINs

halloween decorations

3,783,045

1158

halloween decorations outdoor

2,311,789

1043

halloween decor

823,472

1102

halloween decorations indoor

657,888

1183

halloween lights

480,063

915

outdoor halloween decorations

478,033

1328

halloween inflatables

387,335

558

halloween decorations clearance

289,351

1068

halloween lights outdoor

234,755

974

skeleton halloween decoration

203,181

830

(Source: Helium 10)

We found the most relevant search terms presented in the table above and found many products running sponsored ads in Decorations for Halloween


Phrase

Search Volume

Sponsored ASINs

halloween costumes for women

2,508,679

1233

halloween costumes

773,461

1157

sexy halloween costumes for women

535,262

790

halloween costumes for girls

480,534

1102

women’s halloween costumes

480,027

1096

plus size halloween costumes for women

477,163

933

toddler halloween costume

465,896

849

baby halloween costumes

391,552

838

costumes for women

390,147

877

halloween costumes for men

379,606

1077

(Source: Helium 10)

Costumes are the second most attractive category for Amazon users, and we found great potential. We suggest sellers explore subcategories to overcome high competition and focus on keywords with good search potential and lower competition. 

Your product could be more relevant to Halloween than you think. If you can improve your product for the upcoming holiday with some detail for Halloween, it can improve your results for October. Minor adjustments such as different packaging in line with the holiday or adding something to the main product that can be used as a gift or other category can significantly affect the customers’ perception. 

Winning product categories on Google

We analyzed the top 3 Halloween products categories from the Statista chart in Google Trends and found interesting results. Same as on Statista, the most popular category is Costumes, but it’s much more dominant than Candy and Decoration.

Winning Product Categories On Google

(source:https://trends.google.com) 

In the last 30 days, interest in Halloween costumes has been five times higher than interest in Halloween decor and candy. Also, there was a real surge in interest at the beginning of October. But that’s not for all the Google assets. For example, on YouTube, interests in these three categories are even.

Google Halloween Search Trends 2021(source:https://trends.google.com) 

Some of the most popular search terms are related to the Squid Game series, so considering Halloween products with Squid Game motives would be a jackpot.

most popular search terms on google(source:https://trends.google.com)

Let’s look at the prices of potential keyword ideas from last year’s data from September to November.

potential keyword ideas

 (source:https://ads.google.com)

As expected, the average monthly searches peaked in October with almost equal intensity of increase and decrease, prior and after. Around 2.5 million “Halloween costume” searches happened last year during these three months, proving that costume is the most popular category. 

The competition for these keywords during the season is expectedly high. But the top-of-the-page bid is below 1 dollar, which is an ok price for the US market. 

“Three-month percent charge” is the new metric in the Keyword Planner that shows us the percent change in monthly search volume over the last three months. It can help plan the performance in the short term, and we see that the highest increase is for Halloween decor.

Conclusion

How to get the most out of Halloween on Amazon and Google? We recommend using Amazon DSP and Google campaigns in the following weeks to increase your visibility and plan your remarketing campaigns accordingly!

Increase your average purchase value by targeting your audience, who already bought your product with cross-sell and upsell offers. In this way, you can target them with separate product remarketing campaigns.

With some minor adjustments in creatives, like changing your product images in alliance with the holiday spirit and creating excitement for buyers, you can expect better sales results! 

About the authors

Igor Kecman

Igor Kecman is a PPC Specialist within Google Ads Team in Sellers Alley. He has three years of experience in the Digital Marketing Industry, working with clients from various industries. He specializes in Google PPC Advertising, Amazon DSP (Demand Side Platform), site analytics implementation, and performance analysis.   

Danijela Petkovic

Danijela Petković is a PPC Specialist within Google Ads Team in Sellers Alley. She helps clients to get a broader audience and increase sales through different sales channels–Google and DSP (Demand Side Platform). Her previous work experience includes creating and executing digital marketing strategies and performing analyses for improving various clients’ results.

 

Recent Articles


  • What is Amazon PPC, and why should you start with it?

      Do you know what Amazon PPC is and how it can help you increase profits? If you are an e-commerce business owner looking to place your...


  • 5 reasons to start advertising with Google Ads

    The marketing world has changed dramatically in recent years, and Google Ads is one of the pioneer platforms driving this transformation...


  • Winning product categories for Halloween on Amazon and Google

    Halloween on Amazon and Google is approaching fast! It’s one of the most important holidays (at least for online store owners) during Q4...


  • Why is Amazon the best e-commerce platform for advertising?

       Amazon is an e-commerce platform that is getting bigger every day as the number of shoppers is increasing. Although the number of sell...


  • TikTok Search Engine Optimization & Video Commercials

      If you’ve been keeping up with the growth of social media platforms recently, you’ll notice that TikTok is coming around as King of th...