Halloween is going to be scary big this year. Spending on treats, costumes and decorations is expected to rise 8.3%, to a record $9.1 billion.1 Many of the nearly 180 million people in the US expected to celebrate this year will come to Pinterest for their Halloween inspiration.2 From costume ideas to recipes, people save more than 220 million Halloween Pins every year.3 That makes Halloween the second biggest holiday on Pinterest (after Christmas).
Since we’re already a top destination for wannabe ghosts and goblins, this year we’ve decided to make it official with the first-ever Pinterest Haunted House.
The Haunted House is an interactive, photo-real experience made with 3D graphics. You can explore the House from any mobile device or computer, but it’s especially fun on mobile: just wave your device around, and location sensors will help you navigate.
Trends are sprinkled throughout the house, along with Pinners’ favorite Halloween ideas. When you find something intriguing, tap the object to trigger spooky surprises. Click the black cat on the front porch, and you’ll get feline eye makeup tutorials. A pitcher on the kitchen counter takes you to a recipe for black lemonade (up 134% on Pinterest this year).4 And that specimen cup on the table? It’s actually a jello shot recipe (up 500% YoY).5
Wander into the Pinfrights Parlour to check out more trends from our 2017 Pinfrights report. You’ll find things like galaxy jack-o-lanterns, an intergalactic spin on our favorite decorative gourds. Scrappy celebrators will love the packing tape ghosts, up 60% on Pinterest this year.6 And don’t worry: your four-pawed friends won’t be left in the dark. Searches for pet costumes are up 67% YoY.7
Thanks to an integration with our API, it’s easy to save ideas from the House directly to a Pinterest board. Everyone who saves Pins from the house will get a personalized Pin with a spooky surprise.
We built the Haunted House to help Pinners plan and act on ideas that inspire them during the most creative holiday of the year. In addition to ideas for costumes and decorations, people are also looking for inspiration for treats to serve, with some 20 million food Pins related to Halloween saved every year.8
Here are a few tricks for brands looking to spellbind people on Pinterest:
Make it easy. As Halloween approaches, we see searches for “last-minute” and “quick” ideas surge. Save the day for Pinners with painless ideas they can act on quickly.
Surprises don’t have to be scary. Top Halloween ideas are about novelty—give people unexpected ideas to tap into their creative spirit and show your brand in a new light.
Explore new interests. We recently upgraded our targeting tools so you can tap into the power of the Pinterest Taste Graph. Now, you can target ads based on more than 5,000 interests. For Halloween, try interests like DIY costumes, pet accessories and front yard decor.
—Nancy Jeng, currently saving ideas to Costumes to embarrass my dog
1National Retail Federation, Annual Halloween spending survey, Sep 2017
2National Retail Federation, Annual Halloween spending survey, Sep 2017
3Pinterest, US annual activity, 2017
4Pinterest, US annual activity, 2017
5Pinterest, US annual activity, 2017
6Pinterest, US annual activity, 2017
7Pinterest, US annual activity, 2017
8Pinterest, US annual activity, 2017