Today is Halloween. And from everything that I’ve seen and read over the last few weeks when it comes to celebrating Halloween, I am a freak. I am not dressing up in costume. I have not purchased any scary decorations and I’m not giving out any candy – unless you count that small basket of mini Twix bars and Hershey’s Kisses on my desk.
Last year, the National Retail Federation (NRF) in conjunction with BIGresearch reported that consumers spent in excess of $3.29 billion on Halloween for 2005, up 5.4 percent from $3.12 billion in 2004. Much of the increase in spending is expected came from young adults.
This years figures are estimated to top that. This year’s NRF 2006 Halloween Consumer Intentions and Actions Survey predicts consumers will spend $4.96 billion on Halloween. Much of the increase is attributed to a surge in celebrating.
Here are some findings from the study:
·The average consumer celebrating Halloween will spend $59.06 on Halloween, compared to $48.48 last year.
·63.8 percent of consumers will celebrate Halloween this year, compared to 52.5 percent that celebrated last year.
·With Halloween falling on a Tuesday this year, some expect to participate in Halloween activities the weekend before. Young adults, in particular, may spend several days celebrating.
·31.8 percent plan to take children trick-or-treating in 2006.
·29.7 percent of those responding are planning to throw or attend a Halloween party.
·Haunted house visits are planned by 17.2 percent of Halloween consumers.
·Halloween continues as one of the biggest decorating holidays of the year, second only to Christmas. 67.0 percent of consumers plan to purchase Halloween decor and 48.6 percent plan to decorate their home or yard. Consumers will spend approximately $1.31 billion on decorations, an average of $15.63 for those planning purchases.
·$1.57 billion will be spent on candy, with 95.7 percent of consumers buying. The average consumer plans to spend $18.72, and 73.4 percent plan on handing out candy to trick-or-treaters and others.
·Costumes are expected to increase in popularity this year with consumers spending $21.57 on average and 34 percent plan to dress in costume. Total spending on costumes, including children’s, is expected to reach $1.81 billion.
·Because it is not a gift giving or an apparel holiday, Halloween ranks lower than other annual holidays in terms of spending. Halloween remains the sixth-largest spending holiday after: Winter Holidays ($457.4 billion estimated), Valentine’s Day ($13.70 billion), Easter ($12.63 billion), Mother’s Day ($13.80 billion), and Father’s Day ($9.01 billion).
When did all this Halloween hoopla happen? Halloween has become a huge holiday that requires tons of decorations and ornaments (I saw a pine tree with Halloween ornaments lat week), special scary dishware (not paper plates), and frighteningly elborate food (yesterday I heard a radio ad for the grocery chain Trader Joes’s that advocated giving out TJ’s pot stickers to all the ghouls and goblins that showed up on your door step).
And don’t forget about the costumes. Last year people were flocking to the Web in droves to search for “sexy Halloween costumes.” Scary stuff.
But the good news is that online marketers are able to make hay with stepped up consumer holiday spending and that includes Halloween items. Let me know if Halloween was a trick or a treat for your online marketing efforts. lisap@revenuetoday.com
Earlier this week I wrote about how I still hadn’t embraced the concept of virtual trade shows. Yesterday I attended a “meat space” conference and experienced everything I said I loved about real time events – face-to-face meetings, eye contact with real people, no work distractions, and the ability to simply focus on the event without office distractions.
But in all fairness, I must admit there were things about the conference on Wednesday that had me longing for the virtual show. I know. I know - there’s just no pleasing me. Seriously, don’t even try. Anyway, a couple of times the subject matter at the event were a little a field of Revenue’s focus and I was kind of bored. At that point, I was wishing that I had the ability to check my email, chat with co-workers, do some planning that needs to be taken care of, or just get up and go to the coffee shop without being noticed.
I received some email from people regarding my post on eComXpo (I promise the comment feature will work when we switch blogging software in a month) and the reaction was mixed. Many of you love the idea that of not leaving your homes or families or taking three days off from your busy work routine and daily commitments. For them the show was a great way to connect with others, learn a heck of a lot and save on airfare. However, they all noted that there is still no replacement for meeting people in person.
Consultant Shawn Collins, who participated in a panel at eComXpo, says he likes the on-demand options and the inclusion of WebMaster Radio, but he agrees with me that “It can be tough to focus on a virtual tradeshow when you are in the office.”
That’s why Affiliate Summit, the twice yearly conference he co-founded with Missy Ward, doesn’t have Wi-Fi in the educational sessions. Although some of you may have noticed that Wi-Fi snuck into the Orlando show due to some confusion. Shawn claims that people in this industry can’t resist working if they have access. Dr. Collins’ diagnosis - “Perhaps we’re all afflicted with Affiliate ADHD?”
So, despite the begging and pleading from attendees Affiliate Summit organizers refuse to have Internet access in the educational sessions. “I think it’s just plain rude to the speakers to have people in the front row with their heads buried in their laptops and clickity clak going on everyplace,” Shawn says. “Instead, there is Internet access in a designated area.” I think that’s a great policy.
Meanwhile, there are lots of conferences and shows coming up over the next several months (PubCon, Ad:Tech, ShareASale’s Think Tank, Affiliate Summit) so be sure to let me know about your experiences. lisap@revenuetoday.com.
Earlier today I was blogging, responding to email, taking phone calls, chatting with co-workers, overseeing online proofs of the next issue of Revenue, planning out the March/April issue, instant messaging, surfing the Web, and attending the fourth bi-annual eComXpo.
That, for me is the biggest problem with the virtual tradeshow. I’m a multi-tasker and there is just no way I can sit at my desk and not perform at least two of those other tasks, while “attending” the conference.
I’m willing to admit that the virtual tradeshow is a unique experience for a variety of online marketers including search, interactive and affiliate marketers, but it’s just not for me. I blogged about the show last February and the same reasons I had back then for not embracing the concept of a virtual trade show still apply today.
In the name of full disclosure, I should tell you that Revenue is one of the sponsors of the event. Our sales and marketing team worked hard to put together a deal with the eComXpo folks because they believe the event is a good one for the magazine and our readers.
That is probably true, but no matter I’m still having trouble mustering up much excitement. I reluctantly signed up on Monday morning – despite many, many emails inviting me to do so dating as far back as three months ago.
I tried – I really did – to have an open mind about the whole experience but after the third time that my browser crashed, I just simply gave up. I’m sure there were things that I could have done on my end to prevent those technical problems, but I didn’t have the time or the inclination.
I did hear portions of one panel discussion and it seemed interesting, but every time my phone rang or someone popped into my office, I missed what was being said and I’m not likely to go back and listen to the on-demand playback. But I’m sure many will.
I agree the conference organizers have gone to great lengths to provide a realistic (albeit a virtual) experience and it’s great for many people. The show is growing each time it takes place. This time around there are reportedly about 7,000 attendees, 450 exhibitors and over 40 presentations that will take place during the three-day event, which kicked off Monday morning.
The organizers tout the show as having all the benefits of a regular tradeshow without the travel or hefty expense. It’s free to check out the show floor with lots of exhibitor booths and you can also attend some live presentations as well as some on-demand presentations. Or you can spend $99.95 to enroll in eComXpo University and have access to more than 175 presentations any time over the next four months. And yes, you can do it all from the comfort of your own home or office.
And the lineup of speakers is pretty impressive. Keynoters include “The Long tail” author and Wired Magazine editor, Chris Anderson along with John Battelle, CEO of Federated Media, a founder of Wired and the Industry Standard, and author of “The Search.” Plus, there’s a cadre of performance marketing luminaries: LinkShare President Steve Denton; Andy Sernovitz, CEO of WOMMA; consultant Shawn Collins; Brook Schaaf, co-founder Schaaf Consulting; Missy Ward from CPA Empire; Kristopher Jones of PepperJam; Affiliate Classroom CEO Anik Singal; Chris Henger, head of affiliate marketing for Performics; Todd Crawford, vice president of sale and business development at Digital River; and Rosalind Gardner, author of the Super-Affiliate Handbook.
Regardless of the big names, the travel expenses saved, and the idea of chatting with industry big wigs via IM in my PJ’s, for me, nothing beats a face-to-face meeting. Give me some real eye contact, a firm handshake and some good industry gossip shared at the hotel bar in the wee hours. Maybe that’s why I look forward all year to shows like Ad:Tech and the Affiliate Summit.
I am not an Internet addict. How do I know this? Ironically, I took an online test that told me so.
My score was 42 and here’s what the results said: “You are an average on-line user. You may surf the Web a bit too long at times, but you have control over your usage.”
I guess that 6-hour plus stint earlier this week that I spent on Lostipedia.com searching for clues/answers/useless crap into the wee hours of the morning wasn’t an Internet addiction just simply an addiction to a frustrating, riveting television show. Glad that’s been cleared up.
I also guess that the fact that I spend 10 hours or more a day at work using the Internet, or that the first thing I do each morning at 4:30 am I stumble bleary eyed to check my email and a few websites, or that I can’t go to bed without a quick scan of my RSS reader and email, or that I can barely remember the days of working without the Internet, don’t make me an addict. I also recently bought a Palm Treo 700 because I had to be able to check the Internet from anywhere at anytime. Perhaps, those things all add up to simply making me “a big fan” of the Internet.
Never mind that I’d rather give up the microwave, the dishwasher, the toaster, my hairdryer and my TiVo (reluctantly) than live without an Internet connection for several days - that doesn’t mean I have a problem.
But there are many people who do. According a study released earlier this week by the Stanford University School of Medicine, more than one in eight U.S adults may have signs of Internet addiction. In fact, 8 percent are so obsessed with going online that they often hide their surfing habits from their partners. Mine is very clear on my little online obsession.
The study says that signs of Internet addiction include compulsive checking of email and chat rooms, as well as frequently checking out Web pages. Internet addicts also have disregard for health or appearance, sleep deprivation and decreased physical activity and social interaction with others, as well as dry eyes, carpal tunnel syndrome and repetitive motion injuries of hands and fingers.
Okay, here’s where I differ from the addicts. I manage to take a shower in each morning, dress myself in presentable clothes, make it to the office, and muddle through each day without any mangled or achy extremities, all while maintaining healthy relationships with family and many friends.
According to the study, there is even stereotype of an Internet addict: male, white, has a college education, in his 30’s and more than 30 hours per week on the computer for ‘non-essential’ use. I think that means video games and porn. Clearly non-essential can’t be referring to online shopping, which is among my favorite pastimes.
Other key findings included:
*68.9 percent of respondents were regular Internet users
*3.7 felt preoccupied by the Internet when offline
*14 percent found it hard to stay offline for several days at a time
*12.4 percent often stayed online longer than intended
*More than 12 percent said they saw a need to cut back on their Internet use
*8.7 percent tried to conceal “non-essential” Internet use from family, friends and employers
*8.2 percent said they use the Internet to escape problems or a bad mood
*5.9 percent felt their relationships suffered because of excessive Internet use
The study also went on to note that 5 percent to 10 percent of the population will likely experience Internet addiction in the near future.
There are lots of books on the subject as well. I searched on “internet addiction” at Amazon.com and got 318 hits.
Take an online test to see if you are an Internet addict. You can also read their blog, subscribe to their newsletter or download their podcast. Although, I’m unclear on how this level of online engagement is going to help anyone kick the habit. lisap@revenuetoday.com
I’m trying to get a bunch of top-priority stuff wrapped up so the November/December issue of the magazine can go to the printer and I can head off down the street to the DMA show that’s happening right now. Revenue has a booth at the show, which is happening at the Moscone Center in San Francisco. Our booth is staffed up with sales folks who all report the place is jumping, but I’d still like to see for myself. Plus, there are also a few sessions that I’d be interested in checking out.
However, right now I’m focused on making some final tweaks to our cover story about mobile online marketing so it is as up-to-the-moment as possible with our deadlines.
Another mobile-related item that crossed my screen this morning and caught my attention. It’s from eMarketer and claims that messaging is the least sexy, but most profitable, segment of the huge mobile data market. Be sure to take a look at the breakdown by geographic regions.
I’m curious to see if the DMA is addressing the mobile market. Let me know what you think. lisap@revenuetoday.com
Trying to put out a print product in an online world has many challenges and many rewards. I won’t bore you with the list of either.
It’s that crazy crunch period in our magazine’s production cycle where we are getting our content ready to go to press next week. Nearly every story in the issue has been updated almost daily (uggh!) as new developments continue to shape and change the many of the hot topics we are writing about – mobile marketing, online gambling and video.
Last night, when I saw the news that Google had purchased YouTube.com for $1.65 billion, I wasn’t thinking about the broad implications for the performance marketing space or even what the top analysts had to say about the deal. Instead, all I could selfishly think was that I’d have to once again make sure to update Revenue’s feature article on video to include the pertinent information.
You’ll be able to read all about the impact of Google’s acquisition and the white hot video market in our upcoming issue, due out the first week of November.
Meanwhile, check out the initial reactions from around the Web and blogosphere on the deal.
Mark Cuban has been very vocal about the value of YouTube. Here is his most recent blog entry on the subject.
