Halloween on Friday drew attention as Brits braved the storms for trick-or-treating, driving a spooky surge across Events & Attractions, Costumes and Decorations. Half-term fun kept families busy with films and crafts, while Hurricane Melissa dominated global headlines as it swept across the Caribbean. Property and Finance stayed in focus amid speculation around the Autumn Budget, and early Black Friday promotions sent shoppers online as retailers kicked off their festive deals.
Topical News
Hurricane Melissa swept across Jamaica and Cuba last week, wreaking havoc across the islands and disrupting the lives of millions. Hurricanes (News & Politics) rose an astonishing 15x, as online audiences followed the devastation. Travel disruptions were felt across the globe, with flights cancelled or diverted due to the storm. As a result, Travel climbed 67% WoW, with Travel Locations up 27% and Travel Type surging 94%, as audiences caught up on the chaos.
Elsewhere, Rachel Reeves is reportedly considering raising council tax on hundreds of thousands of homes in the upcoming Autumn Budget, pushing Property, up 59%, into the spotlight. This follows questions over her failure to apply for a required licence for one of her rental properties. Consequently, Renting & Leasing and Buying & Selling rose 2.4x and 35% respectively. With speculation around the Autumn Budget building, News & Politics saw a 7% WoW boost. This was further fuelled by Andrew Mountbatten Windsor being stripped of his royal titles.
Meanwhile, Ford has recalled over 200,000 vehicles due to safety issues, driving the Automotive category up 21% as audiences followed the development.
Seasonal Events
Halloween took place on Friday, and trick-or-treaters didn’t let thunderstorms dampen their spirits as they took to the streets. Events & Attractions saw a spooky surge of 8%, driven by Party Supplies & Decorations, which jumped a ghoulish 4.2x, and National & Civic Holidays, up 4.2x. Engagement from the scariest night of the year echoed elsewhere too – Costumes rose 39% as revellers hunted for last-minute fancy dress inspo.
Engagement with Events & Attractions can also be attributed to half term last week, as parents sought activities for their children. Film (up 29% WoW) also spiked, with Family & Children Movies soaring 86% as families enjoyed quality time together. Arts & Crafts climbed a creative 24%, as parents sought ways to keep little hands busy.
We can expect engagement with the Events & Attractions category to remain high this week, with Bonfire Night lighting up this Wednesday and numerous firework shows taking place over the weekend.
Elsewhere, early Black Friday promotions are fuelling excitement in Sales & Promotions, up a huge 8.5x, as retailers and brands set their deals live.
