Halloween in United Kingdom (UK) 2019 – Consumer Dynamics and Spending Habits

Pages: 89 Published: November 30, 2019 Report Code: VR00121C

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.

Key Players

ASDA
boohoo.com
Missguided
Matalan
Marks & Spencer
Waitrose
Tesco
The Range
Wilko
Poundland
Topshop
ASOS
Sainsbury's
B&M
Amazon
Morrisons
Home Bargains
Aldi
Boots
Primark
WH Smith
Poundstretcher
Claire's Accessories
Netflix
HMV

Table of Contents

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

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2019

Retailer ratings across key measures – non-food retailers, 2019

Retailers used – Halloween decorations, ppt change 2018 to 2019

Spend – decorations, 2018 & 2019

Products purchased – pumpkins, 2018 & 2019

Retailers used – pumpkins, 2018 & 2019

Products purchased – home decorations, 2018 & 2019

Retailers used – home decorations, 2018 & 2019

Products purchased – tableware, 2018 & 2019

Retailers used – tableware, 2018 & 2019

Retailers used – clothing & costume products, ppt change 2018 to 2019

Spend – clothing & costume products, 2018 & 2019

Products purchased – kids costumes, 2018 & 2019

Retailers used – kids costumes, 2018 & 2019

Products purchased – costume accessories, 2018 & 2019

Retailers used – costume accessories, 2018 & 2019

Products purchased – adult costumes, 2018 & 2019

Retailers used – adult costumes, 2018 & 2019

Retailers used – Halloween food products, ppt change 2018 to 2019

Spend – food products, 2018 & 2019

Products purchased – sweets & candy, 2018 & 2019

Retailers used – sweets & candy, 2018 & 2019

Products purchased – chocolate, 2018 & 2019

Retailers used – chocolate, 2018 & 2019

Products purchased – party food & drink, 2018 & 2019

Retailers used – party food & drink, 2018 & 2019

Products purchased – cakes, 2018 & 2019

Retailers used – cakes, 2018 & 2019

Retailers used – entertainment & stationery, ppt change 2018 & 2019

Spend – entertainment & stationery, 2018 & 2019

Products purchased – film & music, 2018 & 2019

Retailers used – film & music, 2018 & 2019

Products purchased – stationery & books, 2018 & 2019

Retailers used – stationery & books, 2018 & 2019

Products purchased – games & apps, 2018 & 2019

Retailers used – games & apps, 2018 & 2019

List of Figures

List of Figures

Halloween shopper penetration, overall and by demographic, 2019 & 2018 shopper penetration

Halloween retail penetration, overall and by demographic, 2019 & 2018 retail penetration

Halloween leisure/going out penetration, overall and by demographic, 2019 & 2018 leisure/ going out penetration

Halloween shopper profile, 2019

Financial wellbeing compared to last year, 2018 & 2019

Halloween spending compared to last year, 2018 & 2019

How consumers financed Halloween spending, 2018 & 2019

Retail and leisure split of Halloween spending, 2018 & 2019

Halloween activities undertaken, 2019 & ppt change on 2018

Agreement and disagreement with statements about Halloween, 2019

Retailers that did the best job of promoting Halloween, 2019 and ppt change on 2018

Products bought on discount, overall 2019

Products bought on discount, by category 2019

Which discounts shoppers received on their Halloween purchases, 2019

What's driving retailer selection (decorative products), 2019, & ppt change on 2018

Consumers using each channel for purchasing decorative products (browsed & purchased), 2019

Consumers using each store type for purchasing decorative products (browsed & purchased), 2019

Consumers using each device for purchasing decorative products (browsed & purchased), 2019

Fulfilment options for Halloween decoration purchases made online, 2018 & 2019

Top 10 retailers shopped at for decorative products, 2018 & 2019

Halloween decorations penetration, overall and by demographic, 2019 & 2018 decorations penetration

Pumpkins penetration, overall and by demographic, 2019 & 2018 pumpkins penetration

Home decorations penetration, overall and by demographic, 2019 & 2018 home decorations penetration

Tableware penetration, overall and by demographic, 2019 & 2018 tableware penetration

Planned/impulse purchases (overall decorative products), 2018 & 2019

Planned/impulse purchases (decorative product categories), 2018 & 2019

What's driving retailer selection (clothing & costume products), 2019, & ppt change on 2018

Consumers using each channel for purchasing clothing & costume products (browsed & purchased), 2019

Consumers using each store type for purchasing clothing & costume products (browsed & purchased), 2019

Consumers using each device for purchasing clothing & costume products (browsed & purchased), 2019

Fulfilment options for clothing & costume purchases made online, 2018 & 2019

Top 10 retailers shopped at for clothing & costume products 2018 & 2019

Clothing & costume penetration, overall and by demographic, 2019 & 2018 clothing & costume penetration

Kids costume penetration, overall and by demographic, 2019 & 2018 kids costume penetration

Costume accessories penetration, overall and by demographic, 2019 & 2018 costume accessories penetration

Adult costume penetration, overall and by demographic, 2019 & 2018 adult costume penetration

Planned/impulse purchases (clothing & costume products), 2018 & 2019

Planned/impulse purchases (clothing & costume product categories), 2018 & 2019

What's driving retailer selection (food products), 2019, & ppt change on 2018

Consumers using each channel for purchasing food products (browsed & purchased), 2019

Consumers using each store type for purchasing food products (browsed & purchased), 2019

Consumers using each device for purchasing food products (browsed & purchased), 2019

Fulfilment options for food purchases made online, 2018 & 2019

Top 10 retailers shopped at for food, 2018 & 2019

Food penetration, overall and by demographic, 2019 & 2018 food penetration

Sweets & candy penetration, overall and by demographic, 2019 & 2018 sweets & candy penetration

Chocolate penetration, overall and by demographic, 2019 & 2018 chocolate penetration

Party food & drink penetration, overall and by demographic, 2019

Cakes penetration, overall and by demographic, 2019 & 2018 cakes penetration

Planned/impulse purchases (food products), 2018 & 2019

Planned/impulse purchases (food categories), 2018 & 2019

What's driving retailer selection (entertainment & stationery), 2019, & ppt change on 2018

Consumers using each channel for purchasing entertainment & stationery (browsed & purchased), 2019

Consumers using each store type for purchasing entertainment & stationery (browsed & purchased), 2019

Consumers using each device for purchasing entertainment & stationery (browsed & purchased), 2019

Fulfilment options for entertainment & stationery purchases made online, 2018 & 2019

Top 5 retailers shopped at for entertainment & stationery 2018 & 2019

Entertainment & stationery penetration, overall and by demographic, 2019 & 2018 entertainment & stationery penetration

Film & music penetration, overall and by demographic, 2019 & 2018 film & music penetration

Stationery & books penetration, overall and by demographic, 2019 & 2018 stationery & books penetration

Games & apps penetration, overall and by demographic, 2019 & 2018 games & apps penetration

Planned/impulse purchases (entertainment & stationery), 2018 & 2019

Planned/impulse purchases (entertainment & stationery categories), 2018 & 2019

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