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Research Shows 68 Percent of Families will be Getting Involved in Halloween this Year

Research Shows 68 Percent of Families will be Getting Involved in Halloween this Year


…29 percent of UK shoppers are leaving planning for the occasion until the last few days & 11 percent until the very last minute…


London, UK – 29th  October 2015 – New research investigating UK household shoppers’ plans for Halloween 2015 has been launched today by leading retail and shopper marketing agency, Savvy. The survey reveals how shoppers plan to celebrate, how much they expect to spend and what they expect to see from retailers.


Speaking about the research Alastair Lockhart, Insight Director at Savvy comments:  “Valued by Savvy’s research at £284m, Halloween is a major trading event for UK retailers. Underpinning the event’s success is its increasingly broad appeal and this year 42 percent of UK shoppers plan to get involved and, among families with children, this figure rises to a remarkable 68 percent.”


“Our research however indicates and growth in the market is relatively low this year – almost unchanged since 2014 and we put this down to aggressive price competition across the market, and the expansion of discounters and pound stores which is encouraging many shoppers to buy Halloween products on impulse – often at a lower value than they would have spent last year. Spending on costumes and fancy dress is an area of growth however and it is benefiting from the growing number of Halloween parties for adults – a category where many shoppers are prepared to trade-up.”


Key research findings:


Who plans to get involved?

  • 42 percent of all UK shoppers plan to get involved in Halloween celebrations this year.
  • Families have a higher propensity to get involved (68 percent of families with children – an increase of eight percent on 2014).
  • Women get more involved in the event than men – 46 compared with 35 percent.
  • 25-34 year olds will celebrate the event the most with 63 percent getting involved.


How do shoppers expect to celebrate?

  • Of those planning to get involved, the majority (63 percent) plan to buy sweets, chocolates or other small treats.
  • The second most popular activity for shoppers with 33 percent is buying fancy dress items and in third place (with 32 percent) is decorating their homes.
  • Making cakes or sweets is on the agenda for 25 percent of shoppers.
  • 24 percent are planning to buy party food, whilst just 13 percent are going to make a special themed dinner for the family.
  • 14 percent will be going to attend a Halloween party, with around 12 percent planning to host a party of their own.
  • 23 percent will be heading out to go trick or treating this year.


Broadening commercial opportunity (By weighting shoppers’ reported spending intentions to all UK households, the research estimates the following):

  • Costumes and sweets are worth £71m and £54m to the market respectively.
  • Shoppers are planning to spend £114m on food and drink for parties and other get-togethers – down from £117m last year.
  • Shoppers plan to spend £46m on home decorations for this occasion – again down compared to 2014 (£49m).


Expectations of retailers:

  • Shoppers want to be inspired instore, with 48 percent of those planning to celebrate Halloween expecting to see a dedicated aisle at their supermarket.
  • Bargain trick or treat packs is of interest to 42 percent of shoppers.
  • 40 percent want to see retailers provide special Halloween related products.
  • 37 percent expect retailers to have special offers and coupons relating to the event.
  • Activities handed out instore for children to do at home is of interest to 30 percent of shoppers and activities instore such as free face painting appeals to 27 percent of shoppers.
  • Themed meal deals for dinners are desired by 19 percent.


Advance planning:

  • The majority of UK shoppers start their Halloween planning at least a week in advance (29 percent) or a few days before – also 29 percent.
  • 21 percent will have planned ahead – around two weeks out and 10 percent will have prepared even further in advance.
  • 11 percent will be leaving it to the very last minute.


Where are shoppers looking for inspiration for things to do and buy for Halloween?

  • Shopper expectations are highest for supermarkets – with 74 percent looking to them for inspiration.
  • In second place with 34 percent of shoppers is Google.
  • Social media came in third place and is being used by 26 percent of shoppers for ideas.


Lockhart concludes: “For a lot shoppers Halloween purchasing is quite opportunistic, with many shoppers’ leaving purchasing until the last few days. We expect retailers will be busy today and tomorrow, as shoppers stock up on treats and decorations.”


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