It has become increasingly clear as Halloween and the holidays approach that content drives Web site traffic, whether from a click on a paid-search ad to a landing page, or sitelinks and Google Shopping ad in search engine query results. Localizing content and keywords will become important this holiday season.
On YouTube there are a countless number of videos with costume suggestions and tips on how to find and put together the pieces. HobNob wines hired a makeup artist to offer up tips for applying Halloween makeup. CorsetChick.com also took an ad on YouTube to show women costume options.
Localizing should play a major role in content optimization, but these stats demonstrate a national average. American consumers will spend $8 billion this year on Halloween, with an estimated $2.87 billion on Halloween costumes, according to a NRF survey conducted by BIGinsight. The average person will spend $79.82 on Halloween candy, costumes and decorations.
The NRF's 2012 Top Costumes survey estimates that nearly six million adults plan to dress as a witch this year, and 3.2 million will dress as vampires. Princess costumes take the number one spot for kids at 9.7%, with Batman at 5.4%, and Spider Man at 4.6%. With the November elections not far behind, more than 67,000 Halloween partygoers will wear some sort of political-related costume.
In the last 30 days, Google searches for the keyword terms "witch costume" rose 80% compared with "vampire costume" and 247% more than "werewolf costume." Google searches for "Halloween costumes" rose 45% higher than searches for "Justin Bieber."
A couple of interesting stats in the past 30 days point to Google searches for "psy costume," which rose nearly 300%. Searches for "Gangnam style costume" jumped more than 400%. And, searches for "big bird costume" rose nearly 500% since the first presidential debate and the discussion about the Sesame Street character.
When it comes to our pets, searches can become a bit confusing without the correct keywords. This year, Google searches for "cat halloween costume" rose 35% compared with the prior year, but it's not clear whether they are looking for cat-like human costumes or a costume for their pet cat. The main search results return cat costumes related to pets, while the paid-search and Google Shopping ads serve up cat costumes for humans. Searches for "dog halloween costume" rose 50% year-over-year and are highest in Ohio.
When it comes to candy, Google searches for "Halloween candy are highest in Colorado, Pennsylvania owns "candy costume; Utah, "candy corn;" Florida, "lollipops;" Ohio, "candy bars;" Washington, "sugar free;" and yes," organic candy" for California.