Scrappy Halloween Insights: How We Used Databricks and Chewy Knowledge to Determine Stylish Pet Costumes

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This yr, as a part of its annual Halloween client survey and report, the NRF anticipated U.S. shoppers to spend $10.6 billion on Halloween costumes, surpassing final yr’s already record-breaking quantity. A rising portion of this spend, $700 million in 2022, is towards pet costumes. And we are able to’t blame them. Beneath are a few of our personal Brickster’s pet costumes – how are you going to resist?

Halloween Pet Costumes

For some post-Halloween enjoyable, we thought it’d be an ideal alternative to dive deeper into these client traits and insights utilizing Databricks. Extra particularly, we needed to reply questions resembling: what are the most well-liked Halloween costumes for pets, and, how a lot are individuals keen to spend on pet costumes? 

This weblog walks by means of how we answered these questions utilizing knowledge from Chewy, a number one on-line retailer of pet provides, and Databricks SQL. Not solely is that this an incredible excuse to take a look at some cute pet pics, but it surely additionally gives insights right into a rising client market and showcases just a few potential use instances simplified by the Databricks Lakehouse Platform.

Our Method

The Lakehouse is a one-stop store for all of your knowledge wants, and this undertaking served as a superb instance to reiterate that. Inside just a few hours, we have been in a position to develop an end-to-end resolution to extract, retailer and visualize this data whereas offering fascinating enterprise insights. If we had used conventional strategies, we must:

  • Use a instrument to run python scripts,
  • Use a database to retailer this information in several tables and
  • Use a BI instrument to create completely different visualizations

This may occasionally have led to prolonged growth and the involvement of various personas. Nonetheless, the Databricks Lakehouse Platform empowers the top person to leverage all these capabilities with only a few clicks.

For this undertaking, we used publicly accessible knowledge from Chewy, particularly from the costume part of their Halloween store. We chosen this knowledge set as a result of Chewy is without doubt one of the hottest pet retail web sites, all of the Halloween gadgets are conveniently categorized collectively, and it affords 100+ Halloween costumes. To seize this data from Chewy, we used an open supply python library referred to as lovely soup and have been in a position to seize costume metadata together with costume title, model, class, value and variety of opinions. Utilizing the Databricks platform’s Python capabilities we have been in a position to parse every merchandise’s overview knowledge in only a few minutes.

As soon as collected, we loaded this data right into a Delta Desk, after which we used Databricks SQL to develop completely different metrics, which gave us the next insights.

The Hottest Pet Costumes of 2022

The primary query we answered was: what are the most well-liked Halloween pet costumes this yr? Whereas Chewy doesn’t present the gross sales for every costume itemizing, we used buyer overview knowledge to drive our personal insights. For our evaluation, we ranked the recognition of a dressing up primarily based on the variety of product opinions of every itemizing. For instance, a product with the very best variety of opinions could be outlined because the hottest. With this strategy, we ranked the ten hottest costumes:

Top 10 Pet Halloween Costumes

There may be some alignment with NRF’s client survey, carried out in September; extra particularly, they recognized a bee, pumpkin, and lion as among the many 10 hottest costumes. 

Whereas this gave us a normal concept of what’s trending, we would have liked a bigger snapshot to acquire broader insights. To provide us a extra holistic view, we created a visible with all the 100+ costumes categorized. Notice that Chewy gives a bigger variety of classes and costume sorts, so we bundled these collectively to create 9 distinct classes. For instance, trending describes costumes with pop-culture references, whereas basic describes conventional costumes like a pumpkin or pirate.

Pet Halloween Costume Category Chart

Because the above chart exhibits, Trending and Humorous have been general the most well-liked classes for shoppers. This does appear to align with the truth that, as acknowledged within the above survey, social media is a big, and rising, issue for Halloween costume inspiration. With this in thoughts, dressing your pet in one thing comical or in reference to a trending/pop-culture theme is prone to garner extra consideration than a conventional, less-original costume.

Understanding The Buyer 

One other facet that closely influences buying selections is pricing. This piqued our curiosity: How a lot are shoppers keen to spend on their pets for Halloween?

To seek out out, we created 4 pricing tiers, with lower than $10 on the low finish and $20-$25 the excessive finish (just one costume exceeded $25, which we deemed an outlier). We then segmented the recognition as follows:

  • 4.5 stars or increased: Most Favored
  • 4.0 – 4.49 stars: Very Standard
  • 3.5 – 3.99 stars: Standard
  • 3.0 – 3.49 stars: Mildy Standard
  • Lower than 3 stars: Not Favored

Right here’s the ultimate outcome: 

Pet Halloween Costumes Price Breakdown

The above chart exhibits that the most well-liked gadgets are most frequently the least costly, with a overwhelming majority falling between $10 and $15. This does make sense, nonetheless, because it appears unrealistic to count on shoppers to drop a small fortune on a dressing up that may theoretically be worn as soon as – particularly with social media being an enormous driver, and an rising strain to be completely different and stand out annually.

Many Databricks prospects carry out superior analytics to grasp buyer intent and sentiment. Whereas our limitations prevented us from performing something almost as strong – by a protracted shot – we determined to make use of the precise buyer opinions to create a phrase cloud:

Pet Halloween Costume Word Cloud

Because the above visible exhibits, the largest standards for patrons is that the costume was cute, whereas phrases like high quality and materials are deemed of decrease significance. Primarily, aesthetics trump all the pieces else.

Conclusion

Whereas this weblog put up is meant to showcase analytics with Databricks by means of a enjoyable use case, it does present a glimpse into among the insights Databricks SQL can drive in a fraction of the time with conventional knowledge architectures. For those who discovered this fascinating, try our weblog 100 Years of Horror Movies: An Evaluation Utilizing Databricks SQL.

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