Halloween in the UK - 2019

Halloween in the UK - 2019

Summary

The Halloween in the UK - 2019 report forms part of the Publisher's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Halloween. The report analyses the market, the major players, the main trends, and consumer attitudes.

Halloween performance was weaker than expected as spend and penetration declined across a number of categories, hinting at a turbulent Q4.

Scope

• The proportion of consumers participating in Halloween this year rose by 4.0 ppts versus 2018, the second year in a row that penetration has risen significantly.
• A focus on sustainability ensures shoppers are cutting back on one-use decorative items.
• Non-food specialists are the least browsed and purchased store type for clothing and costume products, as supermarkets dominate the category.
• The Halloween food category has the highest penetration among Halloween shoppers with many of those getting involved with the event, either hosting a party or going trick or treating.

Reasons to Buy

• Use our in-depth consumer insight to learn which categories within Halloween are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.
• Understand what drives consumers to purchase from a retailer, such as convenience, value for money and interesting product ranges in order to maximise sales potential.
• Use our in-depth analysis to understand which retailers are leading in certain Halloween product categories and why.
• Use our average spend data to understand how much consumers are prepared to pay in each Halloween category.