Temperatures might be scorching, but end-of-the-year festivities are just around the corner. And the only thing more terrifying than this year’s batch of Halloween costumes is the prospect of missing out on key opportunities to reach verified shoppers as they make their plans for the season.
But as you gear up to engage shoppers, make sure you’ve got audiences made up of your actual customers.
Advertisers often turn to syndicated audiences to activate their targeting strategies, but many of these audiences are based on consumer panels and other modeled data sets. The Rippl data and media network, however, connects advertisers to deterministic purchaser audiences through the only identity graph that goes beyond loyalty data and initiates identity resolution at the point-of-sale transaction level. This network reaches 90M+ shoppers across the US in convenience stores and grocers such as Schnucks, Wegmans and Giant Eagle.
Check out our latest seasonal audiences below, or search our audiences on LiveRamp using: Rippl by Bridg >CPG> Deterministic Purchasers>Fall Halloween> Audience Name.
Halloween Shoppers
Over-indexing purchasers of the candy category in October 2023
In 2023, the average American had a Halloween budget of $108.24 to cover things like costumes and candy. Sixty-eight percent did their shopping in-store while 31% ordered online and picked up their items in the store. Make sure you’re engaging shoppers in the right channels with the right messages and offers to become part of this year’s budget.
Halloween Super Shoppers
Purchasers of 4+ candy category items in September or October 2023
Sixty-six percent of US shoppers had a candy budget in 2023, with the average budget coming in at $31.93. Get in the mix of those mixing it up across candy categories with this audience.
Halloween Shoppers with Kids
Purchasers of the candy category in the prior 12 months who also have at least one child in the home
Yes, Halloween is for adults, but it’s the kids who take center stage when it comes to trick-or-treating. And that $108.24 Halloween budget? It becomes $433 for a family of four, with candy making up nearly 30% of the spending on average.
Pumpkin Spice Enthusiasts
Purchasers of pumpkin and pumpkin spice items in the prior 12 months
Pumpkin coffee, tea, bread, candy, cake, candles, … this list goes on. The pumpkin spice flavoring market goes well beyond the famed PSL, hitting $1.1B in 2023—with an estimated CAGR of 10.2% from 2024-2031. This is your chance to get in on the seasonally spiced growth.
Tailgaters
Over–indexing purchasers of adult beverages and BBQ related items during weekends from Labor Day through early December 2023
It’s undeniable: football fans love to tailgate. In fact, 89% of NFL fans reported tailgating at least once a season. And tailgate hosts are likely stocking up, given that survey respondents reported 11 people to be the ideal size for this time-honored parking lot gathering. Catch them at the grocery store and as they make last-minute purchasers on their way to the stadium with our incremental grocer and C-store coverage.
Prefer a custom audience?
Our team also works with brands to build custom audiences according to their specific needs. We can help you incentivize purchasers of cross-categories to bundle brands together to save, message to category purchasers with strong brand preferences, promote convenience store-specific SKUs or build campaigns specific to Rippl retailers (pending their approval) to fit in-store initiatives.
Explore the Fall/Halloween audiences infographic and for more audience-specific details, please visit our website here.
Reach out to us at rippl-audiences@bridg.com to discuss all the ways we can help you reach your shoppers this holiday season.
