The Retail Occasions Series: UK Halloween 2023 report forms part of the Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Halloween. The report analyses the major players, the main trends, and consumer attitudes.
The proportion of consumers buying any item for Halloween in 2023 has declined, falling to 40.2% versus 2022. This is reflected in both retail and leisure purchases decreasing this year. Food was the only category in which penetration increased year-on-year, as consumers opted for low-cost celebrations amid pressures on personal finances
Scope
- Lidl and Aldi come out on top for Halloween this year as consumers trade down to save money
- Halloween popularity has waned, as the proportion of consumers shopping for retail and leisure declines in 2023.
- Consumers turn to finance options, such as BNPL and credit cards to spend on Halloween this year, rather than using their salary/earnings.
Reasons to Buy
- Identify the key retailers used by consumers to purchase products across various Halloween product categories, and what drives consumers to shop with these retailers
- Understand the role of promotions and discounts on shopping across various Halloween categories
- Discover key retailer drivers for different Halloween categories, and how these have changed year-on-year
Table of Contents
- KEY FINDINGS
- The key findings
- Halloween importance dwindles among older consumers, yet maintains appeal among children
- Food & drink penetration increases as consumers focus on low-cost Halloween activities
- Value for money and price were most important as consumers looked to reduce spend at Halloween
- Trend insight - instore
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Financial wellbeing
- Halloween spending
- Financing spending
- Halloween activities
- Halloween statements
- Retailer selection
- Retailer ratings - grocers
- Retailer ratings - non-food retailers
- Buying dynamics
- DECORATIONS
- Buying dynamics
- Retailers used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- CLOTHING & COSTUMES
- Buying dynamics
- Retailers used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- FOOD & DRINK
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- ENTERTAINMENT & STATIONERY
- Buying dynamics
- Retailers used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics
- METHODOLOGY
- Technical details: consumer survey work
- Retailer ratings across key measures - grocers,
- Retailer ratings across key measures - non-food retailers,
- Average spend, decorations, 2022 &
- Percentage point change - top 10 retailers shopped at for Halloween decorations, 2022 to
- Products purchased, pumpkins, 2022 &
- Retailers used, pumpkins, 2022 &
- Products purchased, home decorations, 2022 &
- Retailers used, home decorations, 2022 &
- Products purchased, tableware, 2022 &
- Retailers used, tableware, 2022 &
- Planned/impulse purchases, decorations, 2022 &
- Average spend, clothing & costumes, 2022 &
- Percentage point change - top 10 retailers shopped at for clothing & costumes, 2022 to
- Products purchased, kids' costumes, 2022 &
- Retailers used, kids' costumes, 2022 &
- Products purchased, costume accessories, 2022 &
- Retailers used, costume accessories, 2022 &
- Products purchased, adult costumes, 2022 &
- Retailers used, adult costumes, 2022 &
- Planned/impulse purchases, clothing & costumes, 2022 &
- Average spend, food, 2022 &
- Percentage point change - top 10 retailers shopped at for Halloween food, 2022 to
- Products purchased, sweets & candy, 2022 &
- Retailers used, sweets & candy, 2022 &
- Products purchased, chocolate, 2022 &
- Retailers used, chocolate, 2022 &
- Products purchased, party food & drink, 2022 &
- Retailers used, party food & drink, 2022 &
- Products purchased, cakes, 2022 &
- Retailers used, cakes, 2022 &
- Planned/impulse purchases, food, 2022 &
- Average spend, entertainment & stationery, 2022 &
- Percentage point change - top 5 retailers shopped at for Halloween entertainment & stationery, 2022 to
- Products purchased, film & music, 2022 &
- Retailers used, film & music, 2022 &
- Products purchased, stationery & books, 2022 &
- Retailers used, stationery & books, 2022 &
- Planned/impulse purchases, entertainment & stationery, 2022 and
- Halloween shopper penetration, 2021, 2022 &
- Halloween retail shopper penetration, 2021, 2022 &
- Halloween retail shopper profile,
- Halloween leisure/going out penetration, 2021, 2022 &
- Financial wellbeing compared to last year, 2022 &
- Halloween spending compared to last year, 2022 &
- How consumers financed Halloween spending compared to last year, 2022 &
- Halloween activities undertaken 2023, & change on
- Consumer views on Halloween 2023, & change on
- Retailers that did the best job of promoting or communicating deals for Halloween, 2023, & change on
- Halloween products bought on discount, 2022 &
- Halloween products bought on discount by category, 2022 &
- Which discounts consumers received on Halloween purchases,
- Halloween decorations penetration, 2021, 2022 &
- Retailers shopped at for Halloween decoration purchases, 2022 &
- What's driving Halloween decoration retailer selection,
- Channels used for purchasing Halloween decorations,
- Store type used for purchasing Halloween decorations,
- Device used for purchasing Halloween decorations,
- Fulfilment options used for purchasing Halloween decorations, 2022 &
- Pumpkins penetration, 2021, 2022 &
- Home decorations penetration, 2021, 2022 &
- Planned/impulse purchases, decorations,
- Halloween clothing & costumes penetration, 2021, 2022 &
- Retailers shopped at for Halloween clothing & costume purchases, 2022 &
- What's driving Halloween clothing & costume retailer selection,
- Channels used for purchasing Halloween clothing & costumes,
- Store type used for purchasing Halloween clothing & costumes,
- Device used for purchasing Halloween clothing & costumes,
- Fulfilment options used for purchasing Halloween clothing & costumes, 2022 &
- Kids' costumes penetration, 2021, 2022 &
- Costume accessories penetration, 2021, 2022 &
- Adult costumes penetration, 2021, 2022 &
- Planned/impulse purchases, clothing & costumes,
- Halloween food penetration, 2021, 2022 &
- Retailers shopped at for Halloween food purchases, 2021, 2022 &
- What's driving Halloween food retailer selection,
- Channels used for purchasing Halloween food,
- Store type used for purchasing Halloween food,
- Device used for purchasing Halloween food,
- Fulfilment options used for purchasing Halloween food, 2022 &
- Sweets & candy penetration, 2021, 2022 &
- Chocolate penetration, 2021, 2022 &
- Party food & drink penetration, 2021, 2022 &
- Cakes penetration, 2021, 2022 &
- Planned/impulse purchases, food,
- Halloween entertainment & stationery penetration, 2022 &
- Retailers shopped at for Halloween entertainment & stationery purchases, 2022 &
- What's driving Halloween entertainment & stationery retailer selection,
- Channels used for purchasing Halloween entertainment & stationery,
- Store type used for purchasing Halloween entertainment & stationery,
- Device used for purchasing Halloween entertainment & stationery,
- Fulfilment options used for purchasing Halloween entertainment & stationery, 2022 &
- Film & music costumes penetration, 2021, 2022 &
- Stationery & books penetration, 2021, 2022 &
- Planned/impulse purchases, entertainment & stationery, 2023
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- ASDA
- ASOS
- B&M
- Boots
- Co-op
- HMV
- Home Bargains
- Iceland
- John Lewis & Partners
- Lidl
- Marks & Spencer
- Matalan
- Morrisons
- New Look
- Poundland
- Primark
- Sainsbury's
- Superdrug
- Tesco
- The Works
- TK Maxx
- Waitrose & Partners
- WH Smith
- Zara
