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This Halloween, ecommerce retailers should use TikTok and other social media platforms to court customer interest in new merchandise.

U.S. consumers will spend more than $12 billion on Halloween celebrations this year, according to The National Retail Federation. About one-third of Halloween spending will be through ecommerce, NRF says. Retailers shared these tips for making the most of the holiday.

1. Build anticipation for new products before they launch.

“We teased the drop of our Halloween collection before it went online, and they create engaging content that gives Halloween fans a behind the scenes look at our collection,” says Lance Allen, senior merchant of decorative Holiday at Home Depot.

2. Introduce new products, but keep classics around.

Home Depot’s 12-foot-tall “Skelly” has been a viral success since 2020. The retailer still sells the skeleton, and it has since introduced other giant decor items to build on its success.

3. Use TikTok and other video platforms to display new merchandise.

“One of the biggest changes we’ve made this year is with short-form video. We are producing and deploying more video than we ever have in the past,” chief marketing officer at Fun.com Mark Bietz says. “It’s been amazing to see how customers have responded to having more rich experiences with our brand.”


4. Experiment with new advertising avenues.

Lingerie brand Adore Me is seeing success with digital out-of-home advertising on subways and billboards, with plans to continue investing, says vice president of strategy Ranjan Roy. Meanwhile, Fun.com says connected TV ads are driving “excellent results.”

5. Give consumers as many fulfillment options as possible.

Walmart offers late-night express delivery and pickup options ready in between 30 and 90 minutes. Walgreens has 30-minute pickup, one-hour delivery, and 24-hour delivery, a spokesperson says.

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