I just LOVE seasonal marketing
First off, let me just say what a lot of people are already thinking: Another thing to pay out for.
But for me, that’s not what these seasonal events are about. I understand that they can put extra pressure on people, financially and time-wise. They can easily become another item on an already overloaded to-do list.
Even so, I love them. I always have. Sometimes I think it’s half my personality. It’s a chance to decorate, to dig out the little things that live in the loft for the other 11 and a half months of the year, and to come together with friends, family and my work team to have some fun (they are so done with me kicking off the halloween playlist in September though).
But why shouldn’t we?
Spooktacular results
These moments also drive huge revenue for businesses, particularly in the B2C space. Without seasonal peaks, some brands would struggle to survive. Halloween spend in the UK alone is forecast to reach £537 million this year, a 3.2% increase on 2023, mainly due to inflation.
And the creative we’re seeing? Brilliant.
Müller’s new wraps for their milkshakes. Warburtons’ trusty Warbootons packaging in orange and navy. Rice Krispies Scares. McDonald’s stream of creative ads. IKEA’s spooky shadows cast across their instantly recognisable furniture.
I could go on. I see them, I love them, and I now want a milkshake and Rice Krispies bar. I’m sold.
And I know I’m not the only one. Otherwise, these businesses wouldn’t do it year after year.
Maybe Halloween isn’t just for the B2C crowd?
For brands operating in the B2B space, these seasonal moments are gold dust when used well. I’m not saying brands need to start carving pumpkins into their homepage banner (please, don’t or – maybe do? Send me the link?) But there’s something powerful about using seasonal emotion to humanise a brand. It’s about relevance, not gimmicks.
It’s brand activation that’s relatable. Tapping into shared cultural moments to create a spark. Whether it’s a limited-time offer, a smart piece of reactive social content, or a subtle Halloween theme in an email campaign, the goal is connection.
B2B brands are catching on
More B2B marketers are starting to use seasonal hooks as part of their strategy. Like when HubSpot ran their Halloween campaign that compared “scary marketing mistakes” to horror movie tropes, turning education into entertainment.
Mailchimp played with subtle spooky visuals across its UX and email templates, reminding users to “keep your campaigns from ghosting.” Not forgetting Slack who used playful Halloween messaging to highlight collaboration with the line, “Don’t be left in the dark.”
These weren’t just seasonal posts for the sake of it. They built natural affinity, increased shareability, and improved recall. In industries where tone can often feel flat or uber professional, these cultural moments give permission to show personality while sticking to the rulebook.
Why seasonal marketing activation works
Maybe the psychology is simple? Maybe not.
But, seasonal campaigns trigger emotion and nostalgia. They connect through cultural familiarity. It’s the same reason nostalgia marketing performs across generations.
They also cut through the noise. In markets oversaturated with data-driven performance marketing and never-ending AI captions – a moment of warmth or humour feels refreshing. It builds memorability and brand sentiment.
For B2B brands, this can be the perfect entry point for human connection. It’s an opportunity to be clever, creative, and culturally aware while staying true to your message. That’s what brand activation is really about: relevance in real time.
And creatively? It’s a playground
This is where my heart lies. The tone, the visuals, the subtle touches that make a brand feel alive. Halloween is one of those rare moments where creativity meets nostalgia and play.
Seasonal activation gives brands permission to experiment. To loosen up a little. To bring a bit of life into their feed.
Because we’re all competing for the same thing: attention.
And what better time to earn it than Halloween? 🎃
And no, that wasn’t a rhetorical question, I do know the answer: my other favourite season… Christmas (brands I am watching!!) 🎄
Seasonal marketing got you spooked? Chat with the team today and see how we can help.
