I ain't afraid of no ghost (10.18.24)

This POV serves as proof that I took two young children to an indoor water park resort and lived to tell the tale.

The highlight of the trip? The nightly Trick-or-Treat Trail the kids enjoyed after dinner, presented by none other than dentsu client, Ferrara Candy Company (unfortunately, we didn’t get to experience the Brach’s Candy Corn Suite). As someone who justifies decorating the house for Halloween in September by getting the kids excited about it, and who is known to watch Halloween-themed ‘family’ films (cough, Muppets Haunted Mansion… Hocus Pocus… The Nightmare Before Christmas) alone since the kids are too young to watch with me, nothing warmed my heart more than multiple evenings of trick-or-treating.

Fun fact: I’m not alone. Chances are, many of you share the same sentiments. Need spooky, solid proof? Ferrero North America released research showing that “Adultoween” is real—and it’s spectacularly spooky. Ferrero found that:

-40% of adults say Halloween is their favorite holiday, surpassing the December holidays and the Fourth of July.

-58% of adults plan to decorate their houses for Halloween.

-60% of adults enjoy carving pumpkins for Halloween.

-47% of adults dress up in costume for their own enjoyment.

Most critically, 77% of adults feel nostalgic about trick-or-treating, which likely drives the justification and spending reflected in the data above.

Nostalgia-based marketing isn’t a new concept. Brands often utilize positive memories from the past to develop emotional connections with consumers, particularly ‘classic’ brands that appeal to consumers’ core memories associated with them. Many have argued that the traumatic impact of COVID-19 intensified and expedited the prominence of nostalgia in our daily lives. It also doesn’t hurt that smartphones and social media enable users to conjure memories at a moment’s notice—or even proactively present them on our devices without warning.

'Tentpole' moments like Halloween are strong examples of how understanding the underlying emotions that evoke different reactions among consumers—based on age, gender, income level, education, occupation, family status, ethnicity, language, and religion—can unveil insights into where engagement and sentiment can develop outside traditional targets. While Halloween is typically defined as a kid or family holiday, consider the myriad moments it inspires: picking and carving pumpkins, decorating for the holiday, creating couples' and group costumes, trick-or-treating, hosting holiday parties, and the various customs people have developed over the years. These seemingly minor micro-moments build into bursts of nostalgia, sure to be highlighted in the coming months through the Memories feature on iPhones or resurfaced on social apps.

These nostalgia nuggets not only provide opportunities for memories, but also allow brands to capture the moment’s magic by delivering utility, unlocking experiences, or enhancing moments in ways that exceed consumers’ expectations. Whether tapping into the power of Adultoween or unlocking another meaningful moment, how are you supporting today’s micro-moments that will inevitably become the nostalgic, sentimental memories of tomorrow?