Nielsen//NetRatings reported that the first week in October is the busiest time online to prepare for Halloween. Halloween-related sites peaked during the week ending October 9th, allowing enough time for costumes to be shipped and menus to be planned before Oct 31st. Buycostumes.com grew 48% week-over-week from October 2nd to October 9th, drawing 700,000 unique visitors in the first week of October. The following week saw a 7% drop off in unique audience traffic. During the week ending October 9th, lillianvernon.com attracted 395,000 unique visitors before it dropped below reporting levels the week ending October 16th.
Kraft Food & Cooking and FamilyFun.com both offer Halloween recipes and decorating tips to Halloween enthusiasts. Kraft Food & Cooking also peaked in the first week of October, drawing a unique audience of 1.1 mln and increasing 48% over the previous week before falling off 24% in the week ending October 16th. FamilyFun.com saw a similar rise in traffic in the week ending October 9th, garnering a unique audience of 483,000 before dropping below reporting levels the following week. Liquidgeneration.com was the fastest growing site in the week ending October 9th, increasing 163% over the prior week. It was an exception to the first week peak, growing another 45% in the week ending October 16th.