What Actually Happens to CPA During Halloween?

A Data-Driven Analysis for Apparel & Accessories Ecommerce Brands

Most ecommerce brands increase ad spend in the final days before Halloween, but the data shows this may be the least efficient move you can make. By analyzing CPA insights for Halloween campaigns, we’ve uncovered patterns that reveal a smarter, more cost-effective approach to seasonal advertising. In the Apparel & Accessories vertical, Halloween campaigns are often treated as high-priority sales opportunities. Budgets ramp up, creatives get refreshed, and urgency-based messaging takes over.

We process over 100 million eCommerce orders annually and have developed an AI-powered analytics platform that monitors trends and patterns across the global eCommerce landscape, delivering intelligent insights to optimize performance.

When we analyzed daily CPA and conversion data from October 10 through November 1, 2024, a surprising trend emerged:

The most efficient acquisition window happened 2 weeks before the final Halloween rush, specifically between October 17–23.

Below, we break down what actually happened, where performance peaked, and how you can use these insights to protect your Q4 budget and maximize returns.

The Challenge: Rising Costs, Declining Efficiency

In the week leading up to Halloween (October 24–30), average CPA rose significantly, while conversions dropped. This combination leads to a sharp decline in efficiency, meaning brands were paying more for fewer results.

By contrast, the period from October 17–23 delivered the highest conversion volume and lower acquisition costs, making it the most efficient advertising window of the Halloween season.

When is the Most Efficient Time to Advertise?

To clarify trends and help guide future planning, here’s a breakdown of CPA and conversion efficiency based on aggregated data from AdScale:

The period of October 17–23 stands out as the most efficient, offering strong conversion volume at stable acquisition costs.
AdScale processes over 100 million ecommerce orders every year, giving us a reliable, real-world benchmark of how timing affects performance across the apparel and accessories vertical.

Strategic Takeaways for Apparel & Accessories Brands

To improve return on ad spend during Halloween, consider these data-backed actions:

1. Prioritize October 17–23 for Core Campaign Activity

• Allocate a greater share of your October budget to this window
• Launch promotions, scale top-performing ads, and push new arrivals during this time
• This period offers the best trade-off between conversion intent and advertising cost
  

2. Reduce Broad Acquisition in Late October

• From October 24–30, conversion efficiency drops as CPA climbs
• Shift strategy to retargeting, owned media (email/SMS), or limited-time urgency offers
• Monitor daily CPA performance to avoid overspending
  

3. Leverage November 1 for Clearance or Holiday Prep

• CPA dips again immediately after Halloween
• This is a great time to:
  • Clear remaining Halloween inventory
  • Launch early-access holiday sales
  • Retarget high-intent visitors from October campaigns
    

Final Thought

It’s easy to assume that Halloween week will deliver peak performance. But the data proves otherwise:

October 17–23 was the most efficient period to acquire customers, while the days leading up to Halloween were the most expensive and least effective.

Smart brands are not just reacting to the calendar, they’re responding to performance signals. If you want to make the most of your Q4 marketing budget, start by aligning spend with where true efficiency lives.

Book a Call or Follow Us for More Insights

This analysis was powered by AdScale’s ecommerce performance data, and we regularly publish findings like this to help brands make smarter marketing decisions.

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