Study: Mobile Halloween Procrastinators Come Out at Night for Shopping Needs


NEW YORK, October 22, 2013 (ADOTAS) — While Halloween is big business for retailers with consumers spending more than $8 billion in 2012, the majority of mobile-related spooky searches occur just days or hours before the big event, according to xAd, a mobile-location based advertising platform. According to xAd’s data insights from 2012 Halloween-driven mobile searches, 34 percent of Halloween-related mobile searches occur the weekend prior and 23 percent occur just hours before the first trick-or-treaters arrive.

“Mobile users have shown a proclivity to procrastination across a variety of holidays and Halloween is proving to be no different,” said Monica Ho, vice president of marketing, xAd. “Halloween retailers – whether its pop-up stores like Halloween Express or big box retailers, drug store chains, party stores and even grocery stores – can attract seasonal audiences allowing them to compete with online resellers by leveraging the power of location and mobile-informed campaign timing. It’s all about reaching them at the right place and the right time.”

Brick and mortar retailers are frightened most by online retailers stealing away sales (60 percent). Nearly one-third of retailers struggle with promoting temporary pop-up locations that change address each year.

Dominating mobile purchases for Halloween goodies, xAd’s research also indicated that most Halloween revelers search within four key areas: costumes, candy, wine and spirits, party supplies and décor. With the average consumer spending 44 dollars on costumes and 36 percent visiting an in-store location to get costume ideas or to buy candy last minute, retailers have an opportunity to grab both prepared researchers and procrastinators with targeted mobile location advertisements.

For more detail, please see xAd’s full Halloween infographic here.

About xAd

Founded in 2009, xAd is one of the largest mobile advertising platforms in the U.S. and the leader in delivering targeted mobile ads based on accurate user location and search context. Across its award-winning network, the company aggregates and manages billions of monthly ad impressions from which it derives the largest supply of location-based advertising inventory in the market. xAd delivers targeted mobile location@scale for over a million national and local advertisers, including brands like Pinkberry, Home Depot and Wells Fargo. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit


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