The analyst Retail UK Halloween 2024 report forms part of the Retail Occasions series, and offers a comprehensive overview of the major retail occasion of Halloween. The report analyses the market, the major players, the main trends and consumer attitudes.
The proportion of consumers buying for Halloween this year has risen by 13.8ppts on 2024 to 54.0%. We have not seen this level of Halloween shopper penetration since before the pandemic. A boost in consumer confidence following the recent general election will have driven this surge in consumer activity, as 30.9% of consumers have also stated they feel better off financially this year.
The proportion of consumers buying for Halloween this year has risen by 13.8ppts on 2024 to 54.0%. We have not seen this level of Halloween shopper penetration since before the pandemic. A boost in consumer confidence following the recent general election will have driven this surge in consumer activity, as 30.9% of consumers have also stated they feel better off financially this year.
Scope
- Halloween popularity grew for the first time in four years in 2024, as the proportion of consumers shopping for the occasion rose 13.8ppts to 54.0%.
- The food & drink Halloween market saw a significant boost this year, with a 5.6ppt increase in the proportion of Halloween shoppers purchasing this segment to reach 75.2% compared to the previous year.
- The demand for Halloween decorations has experienced a notable rise this year, with a 10.7ppt increase in purchase penetration to 59.1% compared to the previous year.
Reasons to Buy
- Use our in-depth consumer insight to learn which Halloween product categories are shopped the most by consumers and to ensure that product offers are catering to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Use our average spend data to understand how much consumers are paying in each Halloween category.
Table of Contents
- KEY FINDINGS
- Chart of the month - Retailers must target younger shoppers as older consumers find Halloween shopping unappealing
- The key findings
- Trend insight - stores
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Financial wellbeing
- Halloween spending
- Financial spending
- Halloween activities
- Halloween statements
- Retailer selection
- Retailer ratings - grocers
- Retailer ratings - non-food retailers
- Buying dynamics
- Retailer drivers by category
- DECORATIONS
- Buying dynamics
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- CLOTHING & COSTUMES
- Buying dynamics
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- FOOD & DRINK
- Buying dynamics
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- ENTERTAINMENT & STATIONERY
- Buying dynamics
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- METHODOLOGY
- Retailer ratings across key measures - grocers, 2024
- Retailer ratings across key measures - non-food retailers, 2024
- Products bought on discount or promotion, 2024
- Spend on decorations, 2024
- Retailers shopped at for decorations, 2024
- Products purchased - pumpkins, 2023 & 2024
- Retailers used - pumpkins, 2023 & 2024
- Products purchased - home decorations, 2023 & 2024
- Retailers used - home decorations, 2023 & 2024
- Products purchased - tableware, 2023 & 2024
- Retailers used - tableware, 2023 & 2024
- Products bought on impulse, across all decorations categories, 2023 & 2024
- Spend on clothing & costumes, 2024
- Retailers shopped at for clothing & costumes, 2024
- Products purchased - kids clothing & costumes, 2023 & 2024
- Retailers used - kids clothing & costumes, 2023 & 2024
- Products purchased - costume accessories, 2023 & 2024
- Retailers used - costume accessories, 2023 & 2024
- Products purchased - adult costumes, 2023 & 2024
- Retailers used - adult costumes, 2023 & 2024
- Products bought on impulse, across all clothing & costumes categories, 2023 & 2024
- Spend on food & drink, 2024
- Retailers shopped at for food & drink, 2024
- Products purchased - sweets & candy, 2023 & 2024
- Retailers used - sweets & candy, 2023 & 2024
- Products purchased - chocolate, 2023 & 2024
- Retailers used - chocolate, 2023 & 2024
- Products purchased - party food & drink, 2023 & 2024
- Retailers used - party food & drink, 2023 & 2024
- Products purchased - cakes, 2023 & 2024
- Retailers used - cakes, 2023 & 2024
- Products bought on impulse, across all food & drink categories, 2023 & 2024
- Spend on entertainment & stationery, 2024
- Retailers shopped at for entertainment & stationery, 2024
- Products purchased - film & music, 2023 & 2024
- Retailers used - film & music, 2023 & 2024
- Products purchased - stationery & books, 2023 & 2024
- Retailers used - stationery & books, 2023 & 2024
- Products bought on impulse, across all entertainment & stationery categories, 2023 & 2024
- Chart of the month - the proportion of shoppers who stated they agree with the statements “It is fun shopping for Halloween products” and “Halloween is an important celebration to me”, by age, in 2024
- Halloween participant penetration, by demographic & region, 2024
- Halloween shopper penetration, by demographic & region, 2022, 2023 & 2024
- Halloween retail penetration, by demographic & region, 2022, 2023 & 2024
- Halloween retail shopper profile, by demographic & region, 2024
- Halloween leisure penetration, by demographic & region, 2022, 2023 & 2024
- Financial wellbeing compared to last year, 2023 & 2024
- Halloween spending compared to last year, 2023 & 2024
- How consumers financed Halloween spending, 2023 & 2024
- Halloween activities undertaken, 2024
- Halloween statements: agreement and disagreement, 2024, and change on 2023
- Which retailer did the best job at communicating and promoting deals for Halloween, 2024
- Products bought on discount, 2023 & 2024
- Discounts received on Halloween purchases, 2023 & 2024
- Summary of retailer drivers by category, 2024
- Halloween decorations penetration (and by demographic) 2022, 2023 & 2024
- Top 10 retailers shopped at for Halloween decorations, 2023 & 2024
- What's driving retailer selection (decorations shopping) 2024, & ppt change on 2023
- Consumers using each channel for purchasing Halloween decorations, 2023 & 2024
- Consumers using each store type for purchasing Halloween decorations, 2023 & 2024
- Consumers using each device for purchasing Halloween decorations, 2023 & 2024
- Fulfilment options for Halloween decorations purchases made online, 2023 & 2024
- Halloween 2024 pumpkins penetration (and by demographic), and 2022 & 2023 pumpkins penetration
- Halloween 2024 home decorations penetration (and by demographic), and 2022 & 2023 home decorations penetration
- Halloween 2024 tableware penetration (and by demographic), and 2022 & 2023 tableware penetration
- Planned/impulse purchases (overall decorations shopping), 2024
- Halloween clothing & costumes penetration (and by demographic) 2022, 2023 & 2024
- Top 10 retailers shopped at for Halloween clothing & costumes, 2023 & 2024
- What's driving retailer selection (clothing & costumes shopping) 2024, & ppt change on 2023
- Consumers using each channel for purchasing Halloween clothing & costumes, 2023 & 2024
- Consumers using each store type for purchasing Halloween clothing & costumes, 2023 & 2024
- Consumers using each device for purchasing Halloween clothing & costumes, 2023 & 2024
- Fulfilment options for Halloween clothing & costumes purchases made online, 2023 & 2024
- Halloween 2024 kids clothing & costumes penetration (and by demographic), and 2022 & 2023 kids clothing & costumes penetration
- Halloween 2024 costume accessories penetration (and by demographic), and 2022 & 2023 costume accessories penetration
- Halloween 2024 adult costumes penetration (and by demographic), and 2022 & 2023 adult costumes penetration
- Planned/impulse purchases (overall clothing & costumes shopping), 2024
- Halloween food & drink penetration (and by demographic) 2022, 2023 & 2024
- Top 10 retailers shopped at for Halloween food & drink, 2023 & 2024
- What's driving retailer selection (food & drink shopping) 2024, & ppt change on 2023
- Consumers using each channel for purchasing Halloween food & drink, 2023 & 2024
- Consumers using each store type for purchasing Halloween food & drink, 2023 & 2024
- Consumers using each device for purchasing Halloween food & drink, 2023 & 2024
- Fulfilment options for Halloween food & drink purchases made online, 2023 & 2024
- Halloween 2024 kids sweets & candy penetration (and by demographic), and 2022 & 2023 sweets & candy penetration
- Halloween 2024 chocolate penetration (and by demographic), and 2022 & 2023 chocolate penetration
- Halloween 2024 party food & drink penetration (and by demographic), and 2022 & 2023 party food & drink penetration
- Halloween 2024 cakes penetration (and by demographic), and 2022 & 2023 cakes penetration
- Planned/impulse purchases (overall clothing & costumes shopping), 2024
- Halloween entertainment & stationery penetration (and by demographic) 2022, 2023 & 2024
- Top 10 retailers shopped at for Halloween entertainment & stationery, 2023 & 2024
- What's driving retailer selection (entertainment & stationery shopping) 2024, & ppt change on 2023
- Consumers using each channel for purchasing Halloween entertainment & stationery, 2023 & 2024
- Consumers using each store type for purchasing Halloween entertainment & stationery, 2023 & 2024
- Consumers using each device for purchasing Halloween entertainment & stationery, 2023 & 2024
- Fulfilment options for Halloween entertainment & stationery purchases made online, 2023 & 2024
- Halloween 2024 film & music penetration (and by demographic), and 2022 & 2023 film & music penetration
- Halloween 2024 stationery & books penetration (and by demographic), and 2022 & 2023 stationery & books penetration
- Planned/impulse purchases (overall entertainment & stationery shopping), 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Atomwise
- BenevolentAI
- Centella
- Exscientia
- HealX
- InSilico Medicine
- Lantern Pharma
- Owkin
- Recursion Pharmaceuticals
- Alphabet
- Amazon
- IBM
- Microsoft
- NVIDIA
- Tencent
- AstraZeneca
- Bayer
- Boehringer Ingelheim
- Eli Lilly
- GSK
- IQVIA
- Merck KGaA
- Sanofi
- Takeda
