Restless Spirits: What Do People Do on Halloween?

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Have you ever wondered what people do on Halloween?

Location data, when turned into location intelligence, can be used for powerful consumer insights. By analyzing foot traffic data at millions of places and events on Halloween, we can pinpoint past changes in consumer behavior, and predict what might happen next. To do so, Unacast analyzed consumer foot traffic at thousands of U.S. locations on October 31, 2018, and compared it to daily average foot traffic between October 30 and November 30, 2018.

Here are a few places that saw their foot traffic spike on Halloween 2018, and can expect to see a boost in foot traffic again this year.

1. Molecular Gastronomy Restaurants

Molecular gastronomy restaurants received 56% higher foot traffic on Halloween. Why? On Halloween, molecular gastronomy restaurants often craft spooky cocktails and hair-raising concoctions right out of a mad scientist’s lab. The chemical reactions, such as the fog-like effect created with liquid nitrogen, can be absolutely spooktacular.

2. Psychics & Mediums

On Halloween 2018, foot traffic to psychics and mediums was 52% higher than average. It’s not surprising that people flock to see a psychic or medium on a day that’s synonymous with the paranormal and supernatural. With plenty of customers already seeking answers from the spirit world, spiritual and psychic businesses can give their marketing tactics a rest on All Hallows’ Eve.

3. Guides & Sightseeing

Guides and sightseeing destinations saw 44% higher foot traffic on Halloween than average. This boost is most likely due to the popularity of ghost tours and dark tourism. Guided ghost tours thrill locals and tourists alike with scary stories, while dark tourism invites thrill-seekers to explore haunted sites tainted by death and tragedy on their own. (We’ll stick with the tour guide.)

Where don’t people go on Halloween? A few places shocked us…

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Halloween is a big time for horror movies, but movie lovers don’t go to the theater on Halloween night.  Foot traffic was 39% lower than average in theaters on Halloween 2018. It could be that moviegoers prefer to watch old favorites at home while waiting for trick-or-treaters to arrive.

1. Movie Theatres

Halloween is a big time for horror movies, but movie lovers don’t go to the theater on Halloween night.  Foot traffic was 39% lower than average in theaters on Halloween 2018. It could be that moviegoers prefer to watch old favorites at home while waiting for trick-or-treaters to arrive.

2. Wholesalers (e.g. Costco and Sam’s Club)

Wholesalers, like Costco and Sam’s Club, are popular among party planners, but foot traffic was 32% lower than average on Halloween. Savvy party hosts likely stocked up early and avoided any last-minute shopping. Another reason for lower-than-average foot traffic? People are more likely to eat out in restaurants during Halloween week. Location data lets us discover positively spooky trends in foot traffic.

Halloween 2020 is another year away, but location data and the insights it provides can be used year-round. From New Year’s Eve, to Valentine’s Day and Mother’s Day, location intelligence gives your holiday marketing campaigns an extra edge.

Want to see how location data can fuel your business? Book a meeting with us today.

Frequently Asked Questions

Discover how analyzing real-world movement patterns can reveal valuable trends in customer behavior, optimize business operations, and enhance strategic decision-making.

What is site selection and why is it important?

Site selection is the strategic process by which businesses identify, evaluate, and choose optimal locations for their operations. This process is paramount as the location of a business directly influences factors such as accessibility, visibility, profitability, and market longevity. For retailers, the right site can mean higher customer footfall and increased sales. In real estate, a well-selected site can promise lucrative returns on investment and tenant stability. Financial service firms leverage site selection to position their branches or ATMs in high-demand areas. Essentially, site selection plays a pivotal role in ensuring the success and growth of a business by aligning its physical presence with market opportunities and demands.

How does location intelligence enhance site selection?

Location intelligence refers to the harnessing of geospatial data to derive actionable insights, which can significantly enhance the site selection process. By analyzing data like consumer demographics, foot traffic patterns, competitor locations, trade area data, and more, businesses can make more informed decisions about where to establish or expand their operations. Location intelligence allows for a deeper understanding of market dynamics, revealing hidden opportunities or potential pitfalls. For instance, retailers can identify gaps in the market, real estate professionals can forecast property value trends, and financial service providers can assess areas with high customer demand. Advanced tools, like those offered by Unacast, further refine these insights by leveraging AI and machine learning, enabling more precise and timely decision-making.

What challenges do businesses face in the site selection process?

Unacast provides invaluable support to businesses during the site selection process through its advanced location data and analytics software, all powered and refined by Artificial Intelligence and Machine Learning technologies. The company offers a suite of products designed to deliver accurate, actionable, and comprehensive location intelligence. This data proves crucial for businesses looking to understand consumer behavior, analyze traffic patterns, evaluate competitor locations, and much more. With Unacast’s robust tools, businesses in retail, real estate, and financial services can derive insightful information necessary for making strategic, informed site selection decisions. The platform not only provides reliable data but also ensures it is readily actionable for businesses, whether they are looking to open a new store, invest in property, or expand their financial services to new locations.

What types of location data are crucial for informed site selection?

Demographic data offers insights into the age, income, and lifestyle of people in a particular area, helping businesses understand their potential customer base. Foot traffic data provides information on the number of people visiting a location, which is crucial for retailers to estimate the store's potential popularity and for real estate professionals to assess an area's vibrancy and demand. Geographic Information System (GIS) data helps in visualizing and analyzing geographical details, supporting companies in identifying accessible and strategically located sites. Understanding the proximity to competitors, accessibility, and the socio-economic profile of the surrounding areas is also vital. Unacast’s platform aggregates and analyzes these various data types, providing a holistic view that significantly empowers businesses in their site selection endeavors.

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