Are you frightened of Halloween? Mask restrictions, pivoting plans, and the potential of disappointed kids (and frustrated parents) can make even the bravest business owner shiver. And yes, Halloween may be different this season. But that doesn't mean it can't be great.

Businesses can use lessons learned from last year and create a season-long experience. SMS marketing can help drive customers to on-site or virtual experiences, and can be quickly deployed if plans change.

In-flux COVID-19 city and state mandates, as well as public sentiment, may make it challenging to plan specific in-person events. Will people be up for celebrating or will they want more virtual options? But one thing is clear: Candy, sugar, and costumes are absolutely essential.

As far back as May, forecasting firm Trendalytics noted an uptick in Halloween related searches. And searches aren't just for kiddie-costume inspo; they're also for home-related decor, adult costumes, and beauty products to elevate a Halloween-inspired look.

As Halloween has shifted from an October 31 sugar-fest for kids to an all-season event enjoyed by all ages, businesses across categories can take advantage of the season and take part in Halloween-related events and promotions.