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November 16, 2020
11/16/2020

Fall is Giving Snapchatters Familiar Comforts in Unfamiliar Territory

New research shows how Snapchatters are enjoying a favorite season this time around
Even in a year as strange as 2020, you can’t take the pumpkin spice, flannel, hayrides, or Halloween out of fall. For 1 in 5 Snapchatters around the world, it’s their favorite season, even more so in the U.S. (43%) and Japan (32%).1 One reason? In places like Spain and the U.S., fall activities bring friends closer together (38% and 34%, respectively).2 And there’s nothing Snappier than that. Let’s take a closer look.
Halloween was anything but canceled this year
Although a quarter of Snapchatters feel their fall plans were hampered this year,3 they’re still finding ways to enjoy the season. A majority of US Snapchatters (61%) still planned to celebrate Halloween, either by dressing up or carving pumpkins.4 3 in 10 Snapchatters planned to spruce up their homes with some fall decor, with those in the US most likely to decorate for the changing of the seasons.5
The sights, sounds, and flavors of fall 
While Halloween certainly steals its share of the fall spotlight, Snapchatters’ love for autumn goes beyond spooky season. They’re indulging in all the seasonal food and drinks that define the season, from apple cider donuts and savory stews to hot cocoa and all things pumpkin-flavored. Snapchatters are also taking advantage of the crisp fall air to venture out for hayrides, corn mazes, and hiking6 — all at a safe social distance, of course.
Warming up with a new wardrobe
With cooler temps comes cozy new clothes. Snapchatters re-up on new sweaters, coats, and shoes appropriate for the season,7 whether that be for apple picking or their next virtual hangout with friends.
A season to share in 
The change of season helps Snapchatters take their minds off the current challenges in the world and return to some comforting traditions. It also gives them something fun to share with their friends— a quarter of Snapchatters around the world plan to share their fall activities on Snapchat.8 This is especially true of those in the US (31%) and Norway (29%).9 Brands, consider how to amplify the values of tradition and comfort in your fall campaigns to make your content relatable and shareable as the holiday season approaches.

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1Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, are true for you?"; US=524, NL=482, NO=568, JP=337, FR=547, MX=433, DE=503, IN=568, UK=619, ES=380, MY=478, IT=448, KSA=598, UAE=387
2Snap Inc. survey of ES, US Snapchat users October 18 - 23, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, are true for you?"; ES=380, US=524
3Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, are true for you?"; US=524, NL=482, NO=568, JP=337, FR=547, MX=433, DE=503, IN=568, UK=619, ES=380, MY=478, IT=448, KSA=598, UAE=387
4Snap Inc. survey of US Snapchat users October 18 - 21, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do this fall?"; n=512
5Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do this fall?"; US=512, NL=478, NO=548, JP=331, FR=545, MX=437, DE=488, IN=555, UK=610, ES=374, MY=472, IT=459, KSA=607, UAE=378
6Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do this fall?"; US=512, NL=478, NO=548, JP=331, FR=545, MX=437, DE=488, IN=555, UK=610, ES=374, MY=472, IT=459, KSA=607, UAE=378
7Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, do you plan to do this fall?"; US=512, NL=478, NO=548, JP=331, FR=545, MX=437, DE=488, IN=555, UK=610, ES=374, MY=472, IT=459, KSA=607, UAE=378
8Snap Inc. survey of US, NL, NO, JP, FR, MX, DE, IN, UK, ES, MY, IT, KSA, UAE Snapchat users October 18 - 27, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, are true for you?"; US=524, NL=482, NO=568, JP=337, FR=547, MX=433, DE=503, IN=568, UK=619, ES=380, MY=478, IT=448, KSA=598, UAE=387
9Snap Inc. survey of US, NO Snapchat users October 18 - 21, 2020. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which of the following, if any, are true for you?"; US=524, NO=568