By Karen Yi
This Halloween season has people shaking in their suits, literally. But it's not the monsters of the night or the rising of the dead that's sending a ripple of goose bumps and shivers across America--it's the economy.
Frankly, the economy has everyone running scared. And this fear has possessed consumers into hiding under the covers and shutting the door on spending.
Like monsters under the bed, some marketers are creeping up on frightened consumers, and tailoring their strategies around anxieties. But during tough times, it's important to remain proactive and resilient; marketers are learning to step up the plate and contest the prevalent market jitters with its own contrivance--frightening frugality.
A Visa advertisement for example reads, "Don't be afraid to save this month! Even a haunted house full of ghosts and goblins can't match the thrills and chills of a great shopping deal!"
Wal-Mart's Halloween ad reads, "The real trick? Saving money on all their favorite treats."
"Deals so good, they're scary," has been picked up brands such as Techbargains, Priceline and Papa Johns.
Halloween is the third largest party occasion, after New Year's and the Super Bowl. However this year, a survey by TNS Retail Forward, reported that 29% of respondents said they planned to cut back on Halloween spending. But some marketers aren't getting cold feet; instead, they are refocusing their marketing campaigns to ensure "Monster Savings" and "Frighteningly good deals."
Don't let Halloween pass you by. Take it as an opportunity in disguise to evaluate how you can use these specific circumstances to get creative. Halloween doesn't have to be your worst nightmare.