MENA consumers are embracing Halloween
Halloween (celebrated on October 31) is an emerging micro moment in the Middle East and North Africa (MENA), Google indicates. The first celebration that consumers start exploring at the start of the three-month long Black Friday shopping extravaganza.
Google has seen a 26% year-on-year increase in search interest for “Halloween” across the region. The Kingdom of Saudi Arabia that embraced Halloween for the first-time last year is seeing 40% growth year-on-year.
50% Y-o-Y rise in search interest for themed costumes
Google is seeing a 50% year-on-year and 60% month-on-month increase in search interest for broad “costumes” and “costume ideas” categories. Search interest for “Squid Game costume” and “Cruella costume” crept up 900% and 215%, respectively year-on-year, likely on the back of those 2021 movie and show releases. Search interest for Halloween classics such as “witch costume” and “pirate costume” rose 85% and 70% year-on-year. While “makeup for Halloween” clawed its way up 365%, with “Halloween dress” rising 125%. Search interest for “kids costumes” has increased by 135% year-on-year.
205% Y-o-Y spike in search for candies
“Candies” saw a year-on-year spike in search interest of 205% across the region, with “Halloween candy” at 165%. And “candy corn” is a growing favourite, with search interest rising 150%. Regional shoppers are super specific about the type of treats they want. Search interest for terms containing “chocolate” received over 11X more interest than “candy” in Saudi Arabia from October to November last year and 2X more interest in the UAE.
110% Y-o-Y rise in trick or treat search
Search interest for “trick or treat” came knocking with a 110% increase year-on-year. “Halloween party” saw search interest grow by 80% year-on-year, with “Halloween decoration” up 245%. “Pumpkin carving” is also popular with search interest sharp at 255%.
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