Halloween 2023: How to Engage Multicultural Consumers for Brand Growth

Turn insight into impact by learning how Multicultural consumers prepare for and celebrate Halloween.

Reading Time: 2 minutes

October 18, 2023
Sudipti Kumar – Director, Cultural Insights

Holidays and Occasions are focal points for many Multicultural Americans: opportunities to connect with loved ones, maintain cultural and family traditions, and express themselves through decorations, food, entertainment, and more. These celebrations are also key inroads for brands to deepen their connection with Multicultural consumers.

Fill out the form to download an excerpt from How Multicultural Americans Celebrate Halloween and read below for all the latest insights on this segment.

How Multicultural Americans Celebrate Halloween - deck example

Halloween is the second largest commercial holiday of the year,  and is also one holiday brands need to understand to fully capture the segment’s attention. Collage Group helps marketers and insights leaders connect around these holidays by providing insights that clarify the similarities and differences in how Multicultural Americans prepare for and celebrate important dates. These insights allow for more efficient and effective activations that capture greater mind and market share.

Here are top level insights for you to understand:

    • White Americans and Hispanics lead Halloween celebrations
    • Halloween can be a challenging holiday for Multicultural Americans
    • Acculturated and Bicultural Hispanics drive the high Halloween celebration rates

We found that giving out candy is the most popular way to celebrate Halloween, but Americans do much more than this. Black Americans and Hispanics particularly enjoy going to costume parties to celebrate Halloween and the Hispanic segment also enjoys trick-or-treating and dressing up in costume.

To appeal to Americans across all segments and especially Hispanics, show how your brand can complement what they love about Halloween including giving out candy, dressing up in costumes, and attending parties.

Our multicultural consumer insights will help you and your brand dive deep into Hispanic, Black, and Asian influential growth segments as compared to White consumers by differentiating what works and doesn’t for these segments vs. the general population.

Contact us today to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Platform.

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Sudipti Kumar

Sudipti Kumar

Sudipti is a Director of Cultural Insights on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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