Traditionally an event for kids, parents are now getting into the Halloween spirit as much as their children, according to a survey by Sainsbury’s into the fast-growing retail phenomenon.
The supermarket chain said nearly three-quarters of parents are planning to celebrate Halloween on October 31 and half of them will wear fancy dress to help entertain their children.
Sainsbury’s noted that this trend has supported its growth of general merchandise and clothing.
Launched 10 years ago, the retailer’s homeware division is growing faster than any other supermarket’s home products and now ranks eighth in the UK for market share. Sainsbury’s clothing business is now the sixth largest by volume in the UK, according to Kantar Worldpanel.
Sainsbury’s has 20% of the Halloween market which is expected to be worth £315 million this year, according to Mintel research.
Last year the retailer saw general merchandise sales grow by 62% and decoration sales double, as more people hosted Halloween parties for family and friends.
With Halloween falling on a Monday this year, Sainsbury’s anticipates that even more people will dress up and decorate their homes to host parties over the weekend.
The OnePoll survey commissioned by Sainsbury’s found that more than a third of adults will spend upwards of £20 on homewares, costumes and treats for the event.
The Halloween boom has led Sainsbury’s to forecast close to double its sales of adult fancy dress, as the range becomes available in 300 stores and online for the first time.
The study also revealed that some 45% of adults aged 18 to 65 will decorate their home. Sainsbury’s is offering an expanded range of spooky decorations, tableware and LED lights to meet demand from customers who want to dress up their home as well as their kids for the occasion. Homeware products now make up nearly 40% of Sainsbury’s total Halloween sales.
Sainsbury’s Argos commercial director James Brown said: “We’re predicting a monster Halloween. This year people will find a wider range of tricks and treats in our stores and online to ensure they can celebrate in spooktacular style. Our strategy is to offer high street style at supermarket prices, and whether customers want to create a Haunted House or buy frightening frocks, we’ve made it easier and more convenient for them to buy everything they need all under one roof.”