Is Halloween the new season of giving?
While customary to send cards on holidays like Christmas or Valentine’s Day, we at CivicScience wondered if anyone sends cards or gifts during the spookiest season of the year.
13% of respondents give some kind Halloween gift. Let’s take a look at the gifters.
Those who only buy Halloween cards are more likely to be 55+. They are also more than twice as likely to be women and grandparents. Coming from someone who received a card from my grandmother every Halloween, I can attest to these correlations.
They are also more likely to follow economic trends.
Card buyers have a charitable streak. They’re more likely to purchase environmentally friendly products and donate to health, environmental, educational and religious charities.
Card companies should consider creating Halloween lines of green cards, or cards that give a portion of the proceeds to charity.
Contrary to card-buyers, gift-givers are more likely to be 18-34 years old.
They are more likely to actively use Pinterest, and follow food and cooking trends. Also, they follow music trends.
Holiday specialty stores should take note of this younger demographic. It might make sense for seasonal stores to stock gifts around Halloween cooking and baking. Products in that space might spur gift purchases for this group.
Gift-Giver & Card-Buyer
This double whammy group shares traits of the two groups above and more. Those who buy gifts and cards for Halloween are more likely to be women with grandchildren. Like gift-givers, they are more likely to actively use Pinterest.
They also possess the charitable streak of card-buyers. They are more likely to donate to educational and religious charities.
There are a couple twists on the above profiles. People who give both cards and gifts are more likely to regularly eat out or order takeout for dinner. They are more likely to read the nutritional information of their groceries.
No Treats, Just Tricks
Is there a chance the “No” group can be persuaded to give more than just tricks this Halloween?
People who don’t plan to give out a gift or card for Halloween are more likely to be men. They are more likely to compare prices when shopping for items.
They’re less charitable than the groups above and less likely to follow food trends.
Based on this data, you’re less likely to find this group in a specialty or gift store. One way to catch the attention of this group might be by offering affordable cards or gifts at store checkout lines. In the spur of the moment, they might buy.
If you’re looking for a treat this Halloween, you’ll be more likely to get a trick if you hang out with above group.