Gearing up for the holiday season Don’t forget about Halloween. According to Digiday, Halloween is now the second-highest grossing holiday after Christmas. That’s $6.9 billion spent on costume, decor, food sales, movies, music and more. Moreover, for millennials, Halloween is the holiday of chief importance.

A study conducted by ooVoo showed that Halloween is the #1 most favorite holiday for the storied age group. Couple that fact with millennials being the most active demographic on social media and what would really be frightening this Halloween is leaving that engagement on the table.

Halloween stirs up some oppportunities for a dialogue specific to the holiday. The conversation is largely fueled by DIY, self-expression and of course, nostalgia,