Infographic: Trick or Treating on Social Media—A Halloween Data Story

Infographic: Trick or Treating on Social Media—A Halloween Data Story

Mai Le
19 December 2017

The grown-ups aren’t only in charge of stocking up on candy anymore. This Halloween data story shows that they’re having plenty of their own fun, both IRL and on social. More and more adults are dressing up, some drawing from the classics and some looking for a new twist. This autumn, were you hoping to share a Pumpkin Spice beer with a friendly witch or trade a Hershey bar with your favorite character from Stranger Things?

Social Media Halloween Highlights

Your favorite chocolate in miniature. Despite the fact that the ingredients for Milky Bar and Snickers are identical, save for the nuts—we’re still of the opinion that one mini Snickers is worth two mini Milky Bars in trade. But which chocolate treats are worth more on social?

Pumpkins. While jack-o’-lanterns are still ubiquitous, pumpkin spice can now stake its claim as a true Halloween standard. Since the pioneer in the category, Starbucks, launched their Pumpkin Spice Latte in 2003, its presence still dominates the on and offline pumpkin spice discussions. Where else is everyone’s favorite fall flavor making a mark? It seems that many microbreweries have Pumpkin Spice beer, but not enough volume for a clear brand leader, the same can be said for Pumpkin Spice ice cream. Unfortunately, neither of those categories made the cut, considering none of the associated brands dominated their vertical. We also learned that there are a lot of brands attempting to merge their core flavors with pumpkin spice, possibly to use the trend to convert devotees to their brand, year-round. If anything, that’s an interesting strategy to employ even if the Franken-flavors seem questionable.

Being scared. Of course, a good fright at some point during the Halloween season is a must, so watching a horror movie in addition to attending a haunted attraction needs to be on the agenda. A quick online search indicates that what is considered a “horror” film can vary widely. That’s why we decided to come up with some parameters for Halloween appropriate horror films to track. We decided that a film is eligible if it contains slashers/murderers, supernatural monsters, ghosts/spirits, and medical experiments (but no aliens, sci-fi, or straight thrillers).

So, without further delay, check out our handy infographic. We hope you’re as pumped as we are to discover the most-buzzed-about Halloween candy, the scariest attractions, the horror films people are watching, and the most consumed Pumpkin Spice products.

Happy Halloween: Be Safe Out There!

halloween data story

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