Spending on Halloween is set to hit £387m this year as the popularity of the event with young adults continues to rise. This is according to Savvy’s latest shopper research – a survey of 1,000 UK shoppers investigating buying intentions for the event.
Spending on food, drink and costumes for parties are all expected to increase. Of those planning to celebrate Halloween, we find 80% will be buying confectionery to handout, while 37% say they will stay in to watch a spooky film.
While some retailers have increased the size of their ranges, our retail audit this year uncovered little in the way of real innovation, with most retailers focusing on the core areas of price promotions, themed merchandise and POS materials. Other than a few notable digital initiatives, there is little in the way new inspiration compared to 2018. With Halloween maturing as an event, we suggest levels of innovation and creativity will need to be ramped up if retailers and brands want to see the market continue to grow at the same rate as recent years.