Halloween spending champ: PetSmart

Retail giant Walmart apparently got spooked out of spending big bucks on Halloween this year.

In 2014 the chain spent $13.8 million in advertising promoting essentials for Halloween, according to analysis from Kantar Media, but that has dropped to just $197,000 this year from Sept. 1 to Oct. 23.

It’s not as if Walmart has stopped advertising altogether-the company spent $86 million on advertising overall during the period. But that would suggest a shift in strategy away from promoting Halloween goods and supplies.

Among retailers, this year’s Halloween advertising leader is one you might not expect: PetSmart, which has spent $2.5 million on Halloween advertising promoting pet costumes and treats.

Meanwhile, Kantar notes the fast food category isn’t one you would necessarily associate with Halloween, but one advertiser in the category is significantly outpacing the others.

That would be Burger King, which has spent $7.5 million on Halloween ads, more than double its closest competitor (Papa John’s), and more than last year’s top fast food advertiser spent (Subway, nearly $5 million).

Much of Burger King’s Halloween ad spending revolves around its “Halloween Whopper” hamburger, which features a black bun flavored with A1 steak sauce.

For more on Halloween ad trends from Kantar, click here.

Tags: advertising halloween, halloween, hallween advertising, kantar, petsmart, walmart