Halloween in the UK – 2018

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Published: November 15, 2018 Report Code: VR00101C-ST

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"Halloween in the UK – 2018", 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.

Scope

Over half of UK consumers spent on Halloween with shopper penetration rising 4.5ppts on 2017 to reach 51.5%.

Decorations increased in popularity as more people to chose to dress up their homes for Halloween.

Discounters proved popular for clothing & costume accessories as value for money influenced retailer choice

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 use a retailer for their purchases, 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.

Poundland
B&M
Home Bargains
Tesco
ASDA
H&M
Waitrose
John Lewis
Morrisons
Sainsbury's
New Look
Aldi
Co-op
Lidl
Wilko
Missguided
Topshop
ASOS
Amazon
Boots
Primark
Superdrug
WH Smith
Facebook
Twitter
Instagram
YouTube
Pinterest
Poundstretcher
TK Maxx
Iceland
Marks & Spencer
Netflix
Apple
The Works
Next
Clinton Cards

Table of Contents

THE KEY FINDINGS

The Key Findings

Over half of UK consumers spent on Halloween with shopper penetration rising

4.5ppts on 2017 to reach

51.5%

Decorations increased in popularity as more people to chose to dress up their homes for Halloween

Discounters proved popular for clothing & costume accessories as value for money influenced retailer choice

Trend insight – stores

Trend insight – social media – Instagram

Trend insight – social media – Facebook

Trend insight – social media – Twitter

Trend insight – online

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

DECORATIONS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

CLOTHING & COSTUME PRODUCTS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

FOOD

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

ENTERTAINMENT & STATIONERY

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2018

Retailer ratings across key measures – non-food retailers, 2018

Retailers used – Halloween decorations, ppt change 2017 to 2018

Spend – decorations, 2017 & 2018

Products purchased – pumpkins, 2017 & 2018

Retailers used – pumpkins, 2017 & 2018

Products purchased – home decorations, 2017 & 2018

Retailers used – home decorations, 2017 & 2018

Products purchased – tableware, 2017 & 2018

Retailers used – tableware, 2017 & 2018

Retailers used – clothing & costume products, ppt change 2017 to 2018

Spend – clothing & costume products, 2017 & 2018

Products purchased – kids costumes, 2017 & 2018

Retailers used – kids costumes, 2017 & 2018

Products purchased – adult costumes, 2017 & 2018

Retailers used – adult costumes, 2017 & 2018

Products purchased – costume accessories, 2017 & 2018

Retailers used – costume accessories, 2017 & 2018

Retailers used – Halloween food products, ppt change 2017 to 2018

Spend – food products, 2017 & 2018

Products purchased – chocolate, 2017 & 2018

Retailers used – chocolate, 2017 & 2018

Products purchased – sweets & candy, 2017 & 2018

Retailers used – sweets & candy, 2017 & 2018

Products purchased – cakes, 2017 & 2018

Retailers used – cakes, 2017 & 2018

Retailers used – entertainment & stationery, ppt change 2017 & 2018

Spend – entertainment & stationery, 2017 & 2018

Products purchased – film & music, 2017 & 2018

Retailers used – film & music, 2017 & 2018

Products purchased – stationery & books, 2017 & 2018

Retailers used – stationery & books, 2017 & 2018

Products purchased – games & apps, 2017 & 2018

Retailers used – games & apps, 2017 & 2018

Figures

Halloween shopper penetration, overall and by demographic, 2018 & 2017 shopper penetration

Halloween retail penetration, overall and by demographic, 2018 & 2017 retail penetration

Halloween leisure/going out penetration, overall and by demographic, 2018 & 2017 leisure/ going out penetration

Halloween shopper profile, 2018

Financial wellbeing compared to last year, 2017 & 2018

Halloween spending compared to last year, 2017 & 2018

How consumers financed Halloween spending, 2017 & 2018

Retail and leisure split of Halloween spending, 2017 & 2018

Halloween activities undertaken, 2018 & ppt change on 2017

Agreement and disagreement with statements about Halloween, 2018

Retailers that did the best job of promoting Halloween, 2018

What's driving retailer selection (decorative products), 2018, & ppt change on 2017

Consumers using each channel for purchasing decorative products (browsed & purchased), 2018

Consumers using each device for purchasing decorative products (browsed & purchased), 2018

Fulfilment options for Halloween decoration purchases made online, 2017 & 2018

Top 10 retailers shopped at for decorative products, 2017 & 2018

Halloween decorations penetration, overall and by demographic, 2018 & 2017 decorations penetration

Pumpkins penetration, overall and by demographic, 2018 & 2017 pumpkins penetration

Home decorations penetration, overall and by demographic, 2018 & 2017 home decorations penetration

Tableware penetration, overall and by demographic, 2018 & 2017 tableware penetration

Planned/impulse purchases (overall decorative products), 2017 & 2018

Planned/impulse purchases (decorative product categories), 2017 & 2018

What's driving retailer selection (clothing & costume products), 2018, & ppt change on 2017

Consumers using each channel for purchasing clothing & costume products (browsed & purchased), 2018

Consumers using each device for purchasing clothing & costume products (browsed & purchased), 2018

Fulfilment options for clothing & costume purchases made online, 2017 & 2018

Top 10 retailers shopped at for clothing & costume products 2017 & 2018

Clothing & costume penetration, overall and by demographic, 2018 & 2017 clothing & costume penetration

Kids costume penetration, overall and by demographic, 2018 & 2017 kids costume penetration

Adult costume penetration, overall and by demographic, 2018 & 2017 adult costume penetration

Costume accessories penetration, overall and by demographic, 2018 & 2017 costume accessories penetration

Planned/impulse purchases (clothing & costume products), 2017 & 2018

Planned/impulse purchases (clothing & costume product categories), 2017 & 2018

What's driving retailer selection (food products), 2018, & ppt change on 2017

Consumers using each channel for purchasing food products (browsed & purchased), 2018

Consumers using each device for purchasing food products (browsed & purchased), 2018

Fulfilment options for food purchases made online, 2017 & 2018

Top 10 retailers shopped at for food, 2017 & 2018

Food penetration, overall and by demographic, 2018 & 2017 food penetration

Chocolate penetration, overall and by demographic, 2018 & 2017 chocolate penetration

Sweets & candy penetration, overall and by demographic, 2018 & 2017 sweets & candy penetration

Cakes penetration, overall and by demographic, 2018 & 2017 cakes penetration

Planned/impulse purchases (food products), 2017 & 2018

Planned/impulse purchases (food categories), 2017 & 2018

What's driving retailer selection (entertainment & stationery), 2018, & ppt change on 2017

Consumers using each channel for purchasing entertainment & stationery (browsed & purchased), 2018

Consumers using each device for purchasing entertainment & stationery (browsed & purchased), 2018

Fulfilment options for entertainment & stationery purchases made online, 2017 & 2018

Top 5 retailers shopped at for entertainment & stationery 2017 & 2018

Entertainment & stationery penetration, overall and by demographic, 2018 & 2017 entertainment & stationery penetration

Film & music penetration, overall and by demographic, 2018 & 2017 film & music penetration

Stationery & books penetration, overall and by demographic, 2018 & 2017 stationery & books penetration

Games & apps penetration, overall and by demographic, 2018 & 2017 games & apps penetration

Planned/impulse purchases (entertainment & stationery), 2017 & 2018

Planned/impulse purchases (entertainment & stationery categories), 2017 & 2018

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