Are shoppers getting spooked with Halloween pricing?
As more expensive seasonal decor and merchandise encroaches on the space of more traditional tricks and treats, shopper value perceptions may be taking a hit. In fact, over 3 in 4 shoppers in a recent Nailbiter fielding indicated that Prices were unattractive or a barrier to making a Halloween purchase!
This impact was even stronger earlier in the season. While seasonal decor can help set the mood, it may be spooking away potential deal-seeking buyers. We saw over 9 in 10 shoppers walking away without making a purchase during the early Halloween time period!
Retailers and manufacturers need to keep a close eye on how Value is perceived during key seasons like Halloween. The shopper understanding of Price can be complex and easily influenced – don’t let velocities disappear like a ghost because you didn’t explore effective value-driving strategies!
