Halloween Cookie Marketing Tips for Cookiers
One of the best parts of being in the cookie business is coming up with delicious, adorable ways to help people celebrate the holidays.
One of the hardest parts? Getting all the planning, baking, decorating, and marketing done in time to hit sales goals and have festive fun with your own family.
As a mom and a business owner, I'm all about finding the most effective, efficient ways to get the job done. In this post, I’m sharing tips to make selling more of your Halloween goodies as easy as 1-2-3!
1. Ensure Your Packaging Is On Point
Cookie Countdown Calendars
If you really want to wow your customers with something interactive and special, check out our 13 Nights of Halloween cookie countdown calendars. They come in two designs, one featuring a gameboard and the other featuring lots of Halloween cuties. Imagine the joy of opening one of each perforated door as Halloween approaches, revealing a new decorated mini cookie each day!
Cookie Pouches
We offer large and small Halloween cookie pouches in a variety of designs. Not sure which to choose? Start with our Best Seller—our Trick or Treat pouches! We sell out of them every year, and our customers tell us they absolutely love them. They are great for adding just a few mini (2”) cookies, and they make quite an impact!
Trick or Treat Boxes
Our Halloween-themed cookie boxes make treats extra-giftable! They can fit either one full-sized single or a few minis.
Of course, we also have you covered if you need festive stretch loops, bows, tags, or greaseproof bakers. I designed so many fun new backers for Halloween this year! We have several new tall backers with coordinating tags, including “Have a Killer Halloween” and “Boo! Sweet Treats For You.” Or, check out our Ouija board backer with a coordinating cookie cutter for some spooky Halloween fun! We also have a new backer option perfect for appreciating the teachers you know: “Thanks For All You BOO!”! Last but not least, we have a black and off-white backer that’s just begging to show off your Beetlejuice cookies (thanks to the new movie, this theme should be big this year!).
2. Eerily Cute Photo Setups
Once you have planned your designs and figured out your packaging, it’s camera time!
Get a Few Spooky Props
Having a couple of seasonal props can make your photos extra festive. For staging Halloween cookie pics, think pumpkins, decorative gourds, cobwebs, faux spiders, and candy corn.
When choosing your items, consider the Halloween color palette that best complements your icing colors. Are your cookies decorated in the popular combo of black, bright orange, and bright purple? Or have you gone for a more muted look with dark brown, burnt orange, and mustard yellow? Either can look fantastic if you coordinate your setup to match your cookie color palette. While you are at it, be sure to create contrast between the cookies and the backdrop so your cookies stand out.
Set up Your Shot
Let your cookies be the stars of the show by creating a photo setup that's layered but not cluttered. Remember that as you capture still images, you can grab a few short and simple video clips for Reels or Stories on Instagram or TikTok.
Beware the Glare!
Be mindful of your lighting source and shooting angle to avoid glare and get the most appetizing image.
3. Marketing Magic
Create Your Graphics
With photos done, head over to Canva to create your marketing graphics. I love Canva’s “Magic Resize” tool when building out all of the different images I need for a specific holiday marketing push. It saves a ton of time!
Keep your fonts and color palette consistent and on-brand. Create coordinating graphics, including squares (for Instagram and your website's product grid), Instagram story graphics, email headers, and a Facebook cover image.
Pull This Simple 5-Part Marketing Plan Out of Your Hat.
So many things happen in the fall, so having a straightforward marketing checklist is key. This five-step plan covers all my bases but still leaves me plenty of time for apple picking, back-to-school night, and hitting Target’s candy aisle before the Reese’s pumpkins disappear.
1. Schedule Teaser Posts
Post some teasers to generate excitement as soon as you've photographed your samples—or even sooner!
2. Add Products to Your Website
This is obvious, but before you begin marketing, you need to add your products to your website and test that there are no tech hiccups.
3. Update Facebook Cover Image
Updating your Facebook Cover image to match the season will ensure that anyone who lands on your profile knows your current cookie offerings.
4. Email Your List
If you open up preorders to email subscribers first, it’s crucial to email your list before products go live on your site. It is also helpful to send a second reminder email after you begin promoting on social media.
5. Post at Least Three Times on Each Social Media Channel
Because of the algorithm, not every follower will see every post, so post multiple times on each of your primary channels. Posting several times will also help your cookies stay at the top of your customers' minds.
Pair your beautiful cookies with this plan, and you’ll be ready for Halloween cookie sales success.
It’s time to order your Halloween cookie packaging and get ready for a spooktacular season.
This way to Halloween packaging!
