Learn how online fragrance retailer FragranceNet.com engaged on-the-go mobile shoppers with a spooky text message this Halloween.

Halloween, a traditional American holiday that falls on October 31st, holds lots of excitement and sentimental memories for consumers. Costumes—for kids, adults, and now, popularly, pets—are purchased, bags of candy are consumed, and elaborate theme parties are thrown.

This year, the National Retail Federation (NRF) projected the holiday would drive $8.8 billion in sales—the third highest in the study’s 14-year history. Savvy marketers recognize that Halloween is not a normal spending holiday, however. Christmas, Hanukkah, and Valentine’s Day are all driven by love; Mother’s and Father’s Day are driven by respect, and back to school spending is driven by need. Halloween, on the other hand, is driven purely by fun.

Here’s one of our favorite examples of a text message marketing campaign sent by a retailer on Halloween:


What they did

Online fragrance retailer FragranceNet.com sent a text message to mobile subscribers featuring a mystery offer. The brand included a playful holiday-themed GIF that captured the fun nature of the holiday and highlighted the mystery sale. They ended with a spooky call-to-action, “Open your mystery offer if you dare,” along with a link to a landing page revealing the exclusive offer—31% off their entire purchase.

Why we love it

The immediacy of text messaging means that you’re guaranteed to reach on-the-go Halloween shoppers as they celebrate the holiday. The lighthearted GIF catches subscribers’ eyes while clearly communicating the special offer below. Finally, offering a limited-time mystery promotion is the perfect way to engage shoppers and ensure site visits when consumers are being inundated with holiday offers.

FragranceNet.com's Halloween message, featuring ghosts and a spider
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