Projected Halloween spending in the UK is on the rise. New Mintel research forecasts that Brits will spend £419 million on Halloween this year, up by 5% from £400 million in 2017.
Keen to be a part of the Halloween spectacle, half (52%) of all Brits spent freely on Halloween in 2017, rising to 85% of parents of under fives. But according to Mintel research, the generation most set on scaring their friends and neighbours are young Millennials, 77% of whom made notable Halloween purchases in 2017.
A quarter (25%) of Halloween purchasers spent between £10-£25 on Halloween last year, while around the same number (24%) spent £10 or less. Meanwhile, a fearless 17% spent between £26-£50.
Hosting for Halloween
A highlight in many Brits’ calendars, 56% of Halloween spenders say they enjoy taking part in Halloween activities. But while many Brits love the thrill of Halloween celebrations, a thrifty 43% of Halloween purchasers say the cost of holding one puts them off hosting.
Across the UK, the regions most likely to take part in Halloween celebrations include the North East/North West and East Midlands, where 56% of consumers indulged in Halloween purchases in 2017. Meanwhile, those in the South East/East Anglia are the least likely to partake in Halloween activities, as just 45% bought Halloween merchandise in 2017.
Chana Baram, retail analyst at Mintel, says: “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; 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 increased focus on more high value items such as makeup 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.”
Brits keep Halloween trick-or-treaters sweet
Chocolates and sweets were a firm Halloween favorite in 2017, with 40% of Brits having treated their visitors to these items last year. While for many traditionalists no Halloween is complete without a pumpkin, only a fifth (18%) of Brits bought one last year, rising to 24% of those living in the southwest and 33% of 25-34s.
Around one in seven (15%) Brits spent money on costumes, while 14% splashed out on decorations and 11% purchased special food and drink for the home.
“Confectionery is the biggest purchase for Halloween and even those who do not 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 makeup that is perfect 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,” adds Baram.
A green 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.
Looking to up their game, 40% of Halloween purchasers use social media for inspiration. Finally, for half (50%) of Halloween purchasers, shopping for the big night is a last-minute affair.
“As sustainability continues to dominate the headlines, it has 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,” concludes Baram.