Housewares Business-to-business magazine for housewares retailers and their suppliers
A new study by market researcher Mintel reveals that Brits will spend £419 million on Halloween this year – up 5% from £400 million in 2017.
Last year, half (52%) of all Brits splashed out on celebrating the annual festivity, rising to 85% of parents of under-fives. But according to Mintel, the generation most set on marking the October 31 occasion are Young Millennials.
A quarter (25%) of all purchasers spent between £10 and £25 on Halloween last year, while around the same number (24%) spent £10 or less. Meanwhile, 17% spent between £26 and £50.
A highlight in many Brits’ calendars, 56% of Halloween spenders say they enjoy taking part in Halloween activities. But while many love the thrill of Halloween celebrations, a thrifty 43% of Halloween purchasers say the cost of holding a themed party puts them off hosting one.
Across the UK, the regions most likely to take part in include the north-east/north-west and East Midlands, where 56% of consumers indulged in Halloween purchases in 2017. Those in the south-east/East Anglia are the least likely to partake in ghoulish goings-on, as just 45% bought Halloween merchandise in 2017.
Mintel retail analyst Chana Baram said: “Halloween continues to grow in popularity benefiting from the booming leisure market, and is a perfect opportunity for retailers to create experiences for customers.
“Once again, sales are set to increase as retailers dedicate more shelf space and merchandise to this key seasonal event. Food and drink prices have been rising over the summer months, and as this is the biggest category for Halloween, we expect it will help boost sales. There has also been an increase in events and Halloween dedicated stores this year, as well as a greater focus on more high-value items such as make-up and fashion.
“A number of supermarkets also have Halloween party ideas featured on their websites, including money saving tips such as cooking Halloween-inspired recipes from scratch and ways to decorate homes, in an effort to inspire consumers on a budget to celebrate as well.”
Chocolates and sweets were firm Halloween favourites in 2017, with 40% of Brits offering them to ‘trick or treat’ visitors last year. And while for many traditionalists no Halloween is complete without a pumpkin, only a fifth (18%) of Brits bought one last year, rising to 24% for those living in the south-west and 33% of 25-34s.
Around one in seven (15%) Brits spent money on fancy dress costumes, while 14% splashed out on decorations and 11% purchased special food and drink.
Chana added: “Confectionery is the biggest purchase for Halloween and even those who don’t take part in the celebrations are likely to buy sweets or chocolates for any visiting trick-or-treaters.
“We are also seeing more evidence of retailers promoting some everyday products as being appropriate for Halloween. Fashion and beauty retailers are doing this by putting outfits together that can double up as a costume idea, or make-up for creating a Halloween look. This has proved a very effective way to entice Millennial consumers, in particular, who are buying more beauty products for Halloween.”
Traditionally a season for orange and black, today’s environmentally-friendly Brits are keen to stay green, as some 75% of Halloween spenders say they would reuse Halloween costumes/decorations.
Chana concludes: “As sustainability continues to dominate the headlines, it’s become a big part of many retailers’ strategies. An overwhelming majority of consumers would like to reuse their Halloween items, as they become more informed about and wary of today’s throwaway culture. There is therefore room for retailers to sell more robust products, while highlighting the fact that they can be reused.”
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