Aside from the small increase in sentiment from 2016 to 2017, generally sentiment has fallen in line with volume, except in 2020. This was due to people posting negative mentions about how the pandemic would disrupt Halloween celebrations.
Based on this, how does our 4% estimate look? An increase in sentiment does suggest an increase in volume, but what about Covid’s effect?
If, somehow, Halloween goes ahead relatively normally, we can expect this growing excitement to translate into a mention increase and steady sentiment levels. If 2021’s Halloween goes the way of 2020’s, we can also expect an increase in mentions as people decry another lost chance to dress up or to take their kids trick or treating, but net sentiment will likely take a dip.
In reality, what does all this translate into? Well, if Halloween celebrations can go ahead unimpeded, we might expect to see one of the biggest spooky celebrations in years. Retailers, pay attention – costume sales could be on the up this year, and in-store Halloween displays should be front and center.
Essentially it seems like a safe bet that Halloween is going to get a lot of attention in 2021, no matter the outcome. We just hope as many people as possible can enjoy it how they want, safely.
And yes, we’re keeping an eye on Thanksgiving and Christmas mentions too – we’ll keep you posted.
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The Brandwatch React team