Halloween in the UK - 2019
Table of Contents
THE KEY FINDINGS
The Key Findings
Halloween performance weaker than expected hinting at a turbulent Q4 2019
ASDA comes out on top in 2019
More retailers should utilise social media to target Halloween’s core younger target audience
Trend insight - stores
Trend insight - social media - Online
Trend insight - social media - Instagram
Trend insight - social media - Twitter
CONSUMER ATTITUDES
Key findings
Halloween shopper penetration
Halloween retail penetration
Halloween leisure/going out penetration
Halloween shopper profile
Financial wellbeing
Halloween spending
Financing spending
Halloween spending
Halloween activities
Halloween statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Buying dynamics - discounts
DECORATIONS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
CLOTHING & COSTUME PRODUCTS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
FOOD
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
ENTERTAINMENT & STATIONERY
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
Halloween in the UK - 2019
Summary
The Halloween in the UK - 2019 report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Halloween. The report analyses the market, the major players, the main trends, and consumer attitudes.
Halloween performance was weaker than expected as spend and penetration declined across a number of categories, hinting at a turbulent Q4.
Scope
- The proportion of consumers participating in Halloween this year rose by 4.0 ppts versus 2018, the second year in a row that penetration has risen significantly.
- A focus on sustainability ensures shoppers are cutting back on one-use decorative items.
- Non-food specialists are the least browsed and purchased store type for clothing and costume products, as supermarkets dominate the category.
- The Halloween food category has the highest penetration among Halloween shoppers with many of those getting involved with the event, either hosting a party or going trick or treating.
Reasons to buy
- Use our in-depth consumer insight to learn which categories within Halloween are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to purchase from a retailer, such as convenience, value for money and interesting product ranges in order to maximise sales potential.
- Use our in-depth analysis to understand which retailers are leading in certain Halloween product categories and why.
- Use our average spend data to understand how much consumers are prepared to pay in each Halloween category.