Global celebrations like Halloween provide mobile app marketers and ad creators with great opportunities to drive engagement and app downloads by harnessing the excitement of the season. Halloween, in particular, is a perfect example of a global event that app marketers cannot afford to overlook, as evidenced by the gradual increase in Halloween spending in the UK, reaching £1 billion in 2023.

Adjust’s data highlights this growth in 2023. As people rushed to buy spooky sets and the latest costumes, Adjust saw a steady increase in shopping app installs, with a monstrous surge around the 15th. October, when installations soared 87% above the annual average.

Earlier in the month, Adjust observed spikes in installs around Amazon Prime Day, with increases of 64% on October 9 and 70% on October 12. This suggests that consumers had not only Prime Day shopping on their minds, but also Halloween trick-or-treating.

Adjust’s data shows that consumers’ excitement for Halloween doesn’t stop at shopping. Gaming apps also saw significant growth throughout October. Globally, board game app installs increased early, jumping 122% on October 3. This was even more impressive in the United States, where board game installations soared 335% above the annual average for the same date.

Arcade games also saw a 45% increase on October 14. Not only did arcade game installs increase, but so did sessions, which jumped to 22% on October 22. This growth in installs and sessions highlights how global celebrations, like Halloween, are crucial to acquiring new users and retaining existing ones.

A wonderful time of the year to watch all-time classic horror films and the latest thriller series, streaming apps have seen a steady increase in sessions leading up to Halloween. The weekend just before Halloween 2023 saw the largest increase: a 12% increase on Saturday, October 28, and a 13% increase on Sunday, October 29.

True crime and horror podcasts are also favorites as they embrace the eerie and topical atmosphere and often gain popularity during this time. This led to an increase in podcast app sessions throughout the month, peaking at 21% on October 10.

It’s clear that global seasonal events like Halloween provide the perfect opportunity for mobile apps to improve their visibility and maximize revenue. This can be done at every stage of an app’s marketing campaign, such as the visuals of the app itself. On the App Store, ad creatives can create a Halloween-themed icon and update App Store previews, screenshots, and descriptions to reflect the spooky seasonal vibe. Within the app itself, Halloween-themed backgrounds, eerie sound effects, and animations can be used to set the mood.

Beyond visuals, app marketers can increase engagement with in-app Halloween thrills. Features like Halloween-themed mini-games, exclusive rewards, special collectibles, and limited-time offers can create a sense of urgency and excitement, encouraging users to engage more frequently.

Augmented reality (AR) is another powerful tool for Halloween marketing. By integrating augmented reality features, creatives can create interactive experiences, such as virtual costume try-ons or spooky home decorations. This not only entertains users but also increases their time spent on the app, leading to higher retention rates and potential in-app purchases.

Topical targeted ads and personalized push notifications can also help improve overall engagement in an app, as well as re-engage inactive users. According to research from BrazingApps using personalized notifications saw up to 191% more engagement compared to users who received no personal notifications.

App marketers should consider incorporating seasonal language into their push notifications. For example, Halloween push notifications could be inspired by trendy language like “Don’t let your app experience turn into a ghost town!” “. Additionally, data-driven campaigns can help marketers target users who have already interacted with the app, encouraging them to come back for the in-app Halloween thrills.

Global celebrations like Halloween represent a valuable opportunity for app marketers to connect with users in creative and engaging ways. By leveraging seasonal push notification trends, developing themed features in apps, and implementing interactive features, marketers can improve app performance and improve user retention.