Holiday planning for 2022
Our latest report looks back at the 2021 holiday season and ahead to the 2022 holidays to see the content that saw the most engagement, and which brands were mentioned within that content.
Download our full report below to get access to all of the insights in the report.
The price of turkey was one of the narratives that stood out to the public, even though there have been relatively few articles published on the matter.
This was largely driven by two articles — one from the Wall Street Journal and one from the UK’s ITV — that each got thousands of engagements.
ITV’s article was actually framed around Christmas, but the details were the same as the Thanksgiving issues, with bird flu wiping out turkeys and driving up the price.
Public and media interest on turkey prices
Biggest brands mentioned
It’s common for candy brands to make headlines during the Halloween period, but this year it wasn’t just sweets and treats that drove engagement online.
By now it’s clear that Home Depot was the front runner when it comes to brands generating public interest, but it’s important to see how it compared to other brand stories, and note what stood out in each.
Scrub Daddy snagged a spot among the top articles for a story about Halloween sponges in the shapes of ghosts, pumpkins and Frankenstein. Although overall there was less engagement to Scrub Daddy than the other brands, there were still 25 other articles written about the themed sponges.
Hershey found itself in the news for its candy, but not in the way we might expect. This year the company warned it might not be able to meet the demand for Halloween candy partially due to supply chain issues related to the Russia/Ukraine war. There were nearly 900 articles written about Hershey’s potential candy shortage, and it came in second to Home Depot in terms of engagement.
Timeline of Halloween engagement in 2022 so far
Totally The Bomb
Totally the Bomb was 2021’s most successful Halloween publisher, so we thought it worthwhile to see what’s been successful for the publisher this year so far.
There’s plenty of time still to go before Halloween of course, but the publisher already has plenty of content with tens of thousands of engagements talking about what brands have planned for the holiday.
Featured brands included Starbucks, McDonald’s, Home Depot, Dollar Tree, Lowe’s and many more as brands were the main focus of the publisher’s efforts when it came to Halloween.
The vast majority of the top content was driven by just two authors — Natalie Vitelli and Brittanie Pyper.
Top Totally the bomb Halloween content in 2022
Recipes are unsurprisingly a highlight of the coverage, with blogs seeing particular success with various foods and desserts.
Cranberries have been highly discussed, and the top article was about an author’s preference for canned cranberry sauce over homemade recipes.
Pies and cakes have been among the top five so far, as was a homemade mac and cheese recipe and cranberry oatmeal bars.
Public and media interest in Thanksgiving recipes
Spotlight: Christmas Ads 2021
Every year, the United Kingdom has an informal competition for the best Christmas ad, with John Lewis and others regularly competing for the top spot.
Politico’s story went on to be the biggest article written about Roe v. Wade, earning over 946k engagements, which is nearly 4x higher than when it was officially overturned on June 24th.
Other articles featured in the top five included one about a doctor’s perspective on abortion, and Nancy Pelosi being barred from Holy Communion over support for Roe v. Wade.
Articles about Christmas ads in 2021
Discover more insights in the full report
Dive deeper into the data in our full report PDF