How an historical celtic event becomes so spooky popular
Roughly two weeks to go before 'trick-or-treating' gets a new peak on October 31. In countries like the US, Canada, Ireland and UK Halloween is a big event and it is celebrated with lots of costumes, decorations, pumpkins and candies. According to the National Retail Federation ''2010 Halloween Consumer Intentions and Action Survey'' Americans will spend nearly $6 billion for this years Halloween. Next to the US especially consumers of the above mentioned countries will spend a huge amount of money the next couple of days. Halloween is a large market and this is one reason why companies see it as a solid business opportunity.
Halloween and the online impact on countries with less Halloween history
A separate consumer survey conducted for Internet Retailer by Lightspeed Online Research Inc. finds that this year 35% of American Halloween shoppers will buy Halloween related goods online. In other countries online Halloween shoppings will play a major role as well and companies prepare themselves for this big retail bonanza. Companies in European countries booked Halloween related keywords on major search engines. Especially companies specialized in Halloween costumes and decorations are ranked on search engines first pages.
But how is Halloween in countries with less Halloween history, like Turkey for instance? Is there a same supply and demand situation like in other European countries?
Let’s try to check it out with Google’s Insights for Search tool:
Turkish search term for Halloween is the word combination cadılar bayramı. The only filter we set different than the default settings is the country selection, which of course has to be Turkey. Once you click on the search button you’ll see a graph which is constantly growing year after year since 2005. Obviously a demand is there and people are curious about Halloween related stuff.
Now we have to find out if the supplying side meets the requirements. Because Google’s search engine has a market share of over 96% in Turkey, we choose google.com.tr for this easy test. Halloween related search queries in countries like the UK or Germany trigger lots of different ads, which compete with each other for the best positions. The Turkish search results just show one advertiser who offers costumes and decorations. Conclusion:
- Turkish search queries related to Halloween exist; there are Halloween searchers out there!
- Advertisers who book Halloween related keywords don’t exist, well, just one
- The ‘big retail bonanza’ could be in noncompetitive markets as well, e.g. Turkey
- Search volumes are definitely lower than in other countries, especially those mentioned earlier in this text, but:
- Less competition could be less cost effective
- Conversions could be achieved with a lower cost of conversion
Eat, drink and be scary…
Wish you all a happy Halloween!
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