The analyst Retail UK Halloween 2025 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 UK consumers who purchased retail items for Halloween dipped marginally in 2025. While the number of shoppers buying into this event appears to be plateauing, now broadly in line with 2019 levels for the second consecutive year, those who do take part are investing more in the occasion.
The proportion of UK consumers who purchased retail items for Halloween dipped marginally in 2025. While the number of shoppers buying into this event appears to be plateauing, now broadly in line with 2019 levels for the second consecutive year, those who do take part are investing more in the occasion.
Report Scope
- The proportion of UK consumers who purchased items for Halloween dipped marginally in 2025.
- The proportion of Halloween shoppers buying decorations has risen significantly for the second consecutive year.
- Value for money was the leading driver of retailer selection this Halloween.
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
- Summary of Halloween 2025
- 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, 2025
- Retailer ratings across key measures - non-food retailers, 2025
- Products bought on discount or promotion, 2024 & 2025
- Average spend on decorations by those who bought decorations (£), 2024 & 2025
- Retailers shopped at for decorations, ppt change on 2024
- Categories purchased - pumpkins, 2024 & 2025
- Top 10 retailers among pumpkins shoppers, 2024 & 2025
- Categories purchased - home decorations, 2024 & 2025
- Top 10 retailers among home decorations shoppers, 2024 & 2025
- Categories purchased - tableware, 2024 & 2025
- Top 10 retailers among tableware shoppers, 2024 & 2025
- Products bought on impulse, across all decorations categories, 2024 & 2025
- Average spend on clothing & costumes by those who bought clothing & costumes (£), 2024 & 2025
- Retailers shopped at for clothing & costumes, ppt change on 2024
- Categories purchased - kids clothing & costumes, 2024 & 2025
- Top 10 retailers among kids clothing & costumes shoppers, 2024 & 2025
- Categories purchased - costume accessories, 2024 & 2025
- Top 10 retailers among costume accessories shoppers, 2024 & 2025
- Categories purchased - adult costumes, 2024 & 2025
- Top 10 retailers among adult costumes shoppers, 2024 & 2025
- Products bought on impulse, across all clothing & costumes categories, 2024 & 2025
- Average spend on food & drink by those who bought food & drink (£), 2024 & 2025
- Retailers shopped at for food & drink, ppt change on 2024
- Categories purchased - sweets & candy, 2024 & 2025
- Top 10 retailers among sweets & candy shoppers, 2024 & 2025
- Categories purchased - chocolate, 2024 & 2025
- Top 10 retailers among chocolate shoppers, 2024 & 2025
- Categories purchased - party food & drink, 2024 & 2025
- Top 10 retailers among party food & drink shoppers, 2024 & 2025
- Categories purchased - cakes, 2024 & 2025
- Top 10 retailers among cakes shoppers, 2024 & 2025
- Products bought on impulse, across all food & drink categories, 2024 & 2025
- Average spend on entertainment & stationery by those who bought entertainment & stationery (£), 2024 & 2025
- Retailers shopped at for entertainment & stationery, ppt change on 2024
- Categories purchased - film & music, 2024 & 2025
- Top 5 retailers among film & music shoppers, 2024 & 2025
- Categories purchased - stationery & books, 2024 & 2025
- Top 5 retailers among stationery & books shoppers, 2024 & 2025
- Products bought on impulse, across all entertainment & stationery categories, 2024 & 2025
- Halloween shopper penetration (2018-2025)
- Top five Halloween activities (2025)
- Halloween shoppers' spending compared to last year (2025)
- Top retailers shopped at for clothing & costumes (2025)
- Food & drink categories purchased (2025)
- Halloween participant penetration, by demographic & region, 2024 & 2025
- Halloween shopper penetration, by demographic & region, 2023, 2024 & 2025
- Halloween retail penetration, by demographic & region, 2023, 2024 & 2025
- Halloween retail shopper profile, by demographic & region, 2025
- Halloween leisure penetration, by demographic & region, 2023, 2024 & 2025
- Financial wellbeing compared to last year, 2024 & 2025
- Halloween spending compared to last year, 2024 & 2025
- How consumers financed Halloween spending, 2024 & 2025
- Halloween activities undertaken, 2025, and change on 2024
- Halloween statements: agreement and disagreement, 2025, and change on 2024
- Which retailer did the best job at communicating and promoting deals for Halloween, 2025
- Products bought on discount, 2024 & 2025
- Discounts received on Halloween purchases, 2024 & 2025
- Summary of retailer drivers by category, 2025
- Halloween decorations penetration, total (2023-2025) and by demographic (2025) (%)
- Top 10 retailers shopped at for Halloween decorations, 2024 & 2025
- What's driving retailer selection (decorations shopping) 2025, & ppt change on 2024
- Consumers using each channel for purchasing Halloween decorations, 2024 & 2025
- Consumers using each store type for purchasing Halloween decorations, 2024 & 2025
- Consumers using each device for purchasing Halloween decorations, 2024 & 2025
- Fulfilment options for Halloween decorations purchases made online, 2024 & 2025
- Halloween 2025 pumpkins penetration (and by demographic), and 2024 & 2025 pumpkins penetration
- Halloween 2025 home decorations penetration (and by demographic), and 2024 & 2025 home decorations penetration
- Halloween 2025 tableware penetration (and by demographic), and 2024 & 2025 tableware penetration
- Planned/impulse purchases (overall decorations shopping), 2025
- Halloween clothing & costumes penetration, total (2023-2025) and by demographic (2025) (%)
- Top 10 retailers shopped at for Halloween clothing & costumes, 2024 & 2025
- What's driving retailer selection (clothing & costumes shopping) 2025, & ppt change on 2024
- Consumers using each channel for purchasing Halloween clothing & costumes, 2024 & 2025
- Consumers using each store type for purchasing Halloween clothing & costumes, 2024 & 2025
- Consumers using each device for purchasing Halloween clothing & costumes, 2024 & 2025
- Fulfilment options for Halloween clothing & costumes purchases made online, 2024 & 2025
- Halloween 2025 kids clothing & costumes penetration (and by demographic), and 2024 & 2025 kids clothing & costumes penetration
- Halloween 2025 costume accessories penetration (and by demographic), and 2024 & 2025 costume accessories penetration
- Halloween 2025 adult costumes penetration (and by demographic), and 2024 & 2025 adult costumes penetration
- Planned/impulse purchases (overall clothing & costumes shopping), 2025
- Halloween food & drink penetration, total (2023-2025) and by demographic (2025) (%)
- Top 10 retailers shopped at for Halloween food & drink, 2024 & 2025
- What's driving retailer selection (food & drink shopping) 2025, & ppt change on 2024
- Consumers using each channel for purchasing Halloween food & drink, 2024 & 2025
- Consumers using each store type for purchasing Halloween food & drink, 2024 & 2025
- Consumers using each device for purchasing Halloween food & drink, 2024 & 2025
- Fulfilment options for Halloween food & drink purchases made online, 2024 & 2025
- Halloween 2025 kids sweets & candy penetration (and by demographic), and 2024 & 2025 sweets & candy penetration
- Halloween 2025 chocolate penetration (and by demographic), and 2024 & 2025 chocolate penetration
- Halloween 2025 party food & drink penetration (and by demographic), and 2024 & 2025 party food & drink penetration
- Halloween 2025 cakes penetration (and by demographic), and 2024 & 2025 cakes penetration
- Planned/impulse purchases (overall clothing & costumes shopping), 2025
- Halloween entertainment & stationery penetration, total (2023-2025) and by demographic (2025) (%)
- Top 10 retailers shopped at for Halloween entertainment & stationery, 2024 & 2025
- What's driving retailer selection (entertainment & stationery shopping) 2025, & ppt change on 2024
- Consumers using each channel for purchasing Halloween entertainment & stationery, 2024 & 2025
- Consumers using each store type for purchasing Halloween entertainment & stationery, 2024 & 2025
- Consumers using each device for purchasing Halloween entertainment & stationery, 2024 & 2025
- Fulfilment options for Halloween entertainment & stationery purchases made online, 2024 & 2025
- Halloween 2025 film & music penetration (and by demographic), and 2024 & 2025 film & music penetration
- Halloween 2025 stationery & books penetration (and by demographic), and 2024 & 2025 stationery & books penetration
- Planned/impulse purchases (overall entertainment & stationery shopping), 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- Argos
- ASDA
- B&M
- Boots
- Co-op
- Farmfoods
- Flying Tiger Copenhagen
- H&M
- HMV
- Home Bargains
- Iceland
- John Lewis & Partners
- Lidl
- Marks & Spencer
- Matalan
- Morrisons
- Next
- Poundland
- Primark
- Sainsbury's
- Shein
- Superdrug
- Temu
- Tesco
- TG Jones
- The Works
- TK Maxx
- Waitrose & Partners
- WH Smith
