Autumn…a time of sweaters, apple cider, colorful leaves, and goblins! Halloween is this coming Sunday and it seems that online shoppers having been searching for the perfect Halloween costume for several weeks. Looking at weekly visitors to the Halloween/costume sections of Amazon, Target, and Walmart, you can see costume traffic has been consistently growing as we approach Halloween. But from the very beginning, Amazon has led when it came to online costume seekers, attracting about 50 percent more shoppers per week than Target or Walmart.
So I was curious, are shoppers coming to Amazon on their own or is something driving them? Maybe Amazon is investing in search marketing to help drive visitation to their Halloween section. I turned to consumer search behavior for answers.
I looked at sponsored search share to these three retail sites for consumers whose search included the word “Halloween”. As it turns out, my hypothesis about Amazon was wrong, but it led to a very interesting discovery about its rivals. Despite heavy investments by Target and Walmart in paid search, Amazon has still been able to capture significantly more costume shopping visits. It seems that not even SEM can keep this e-retailer giant down! So while all you costumed trick-or-treaters are out enjoying you candy on Sunday, rest assured, Amazon will also be having a very sweet Halloween. Happy Halloween everyone!
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.