United Kingdom (UK) Halloween – Analyzing Market, Trends, Consumer Attitudes and Major Players, 2023 Update
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UK Halloween Market Report Overview
The proportion of consumers buying any item for Halloween in 2023 has declined, falling to 40.2% versus 2022. This is reflected in both retail and leisure purchases decreasing this year. Food was the only category in which penetration increased year-on-year, as consumers opted for low-cost celebrations amid pressures on personal finances. Value for money and price were most important as consumers looked to reduce spending at Halloween in the UK.
The United Kingdom (UK) Halloween 2023 report offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Halloween. Furthermore, the report analyses the major players, the main trends, and consumer attitudes.
| Key Segments | · Decorations
· Clothing & Costumes · Food · Entertainment & Stationery |
| Key Companies | · Amazon
· Tesco · ASDA · Lidl · Sainsbury’s · Poundland |
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UK Halloween Market Segments
The key categories in the UK Halloween market are decorations, clothing & costumes, food, and entertainment & stationery. In 2023, most of the Halloween products bought by consumers were from the food category in the UK. Of this, the party food & drink was the leading sub-category.
UK Halloween Market Analysis by Segments, 2023 (%)
Decorations: This segment is further divided into three categories: pumpkins, home decorations, and tableware. Tesco was the most preferred retailer for decorations followed by ASDA and Sainsbury’s. The top 3 preferred stores for purchasing decorating items were supermarkets, value & discount retailers, and convenience store retailers. Moreover, devices like mobile, laptops/desktops, and tablets were used for purchasing them.
Clothing & Costumes: This segment is further divided into three categories: kid’s costumes, costume accessories, and adult costumes. Amazon was the most preferred retailer for purchasing clothing & costumes followed by Tesco and Poundland. Supermarkets were the most preferred store type for purchasing clothing & costumes followed by general merchandisers and value & discount retailers. Moreover, the most preferred device for purchasing clothing & costumes was mobile followed by laptops/desktops and tablets.
Food: This segment is further divided into four categories: sweets & candy, chocolate, party food & drink, and cakes. Tesco was the most preferred retailer for purchasing food followed by ASDA and Lidl. Supermarkets were the most preferred store type for purchasing food followed by value & discount retailers and convenience store retailers. Moreover, the most preferred device for purchasing food was mobile followed by laptops/desktops and tablets.
Entertainment & Stationery: This segment is further divided into three categories: films & music and stationery & books. Amazon was the most preferred retailer for purchasing entertainment & stationery items followed by Tesco and ASDA. Supermarkets were the most preferred store type for purchasing entertainment & stationery items followed by value & discount retailers and convenience store retailers. Furthermore, devices like mobile, laptops/desktops, and tablets were used for purchasing them.
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UK Halloween Market – Competitive Landscape
Some of the leading companies in the UK Halloween market are Tesco, ASDA, Lidl, Aldi, Sainsbury’s, and Poundland among others.
Tesco: Tesco has been using its loyalty scheme to offer deep discounts all year round, and Halloween was no exception. Clubcard Prices on festive food & drink were prominent to entice shoppers seeking to cut costs this Halloween. The grocer also offered affordable costumes and accessories with large signage to promote low prices.
ASDA: ASDA targeted two key aspects of the occasion, costumes, and food & drink. With discounts on party food and chocolate multipacks, the grocer hoped to appeal to consumers marking the occasion at home, with parties, as well as consumers purchasing sweets for trick-or-treaters. To maximise its appeal next year, via its online platform, ASDA must highlight its Halloween offer more prominently at the top of its website, rather than forcing consumers to scroll down to find it.
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Key Highlights
- Lidl and Aldi come out on top for Halloween this year as consumers trade down to save money
- Halloween popularity has waned, as the proportion of consumers shopping for retail and leisure declines in 2023.
- Consumers turn to finance options, such as BNPL and credit cards to spend on Halloween this year, rather than using their salary/earnings.
Reasons to Buy
- Identify the key retailers used by consumers to purchase products across various Halloween product categories, and what drives consumers to shop with these retailers.
- Understand the impact of the cost-of-living crisis, and how it has played a part in consumers’ Halloween celebrations in 2022.
- Understand the popular channels used by consumers when shopping for Halloween products.
Amazon
ASDA
ASOS
B&M
Boots
Co-op
HMV
Home Bargains
Iceland
John Lewis & Partners
Lidl
Marks & Spencer
Matalan
Morrisons
New Look
Poundland
Primark
Sainsbury's
Superdrug
Tesco
The Works
TK Maxx
Waitrose & Partners
WH Smith
Zara
Table of Contents
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Frequently asked questions
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What are the key segments in the UK Halloween market?
The key segments in the UK Halloween market are decorations, clothing & costumes, food, and entertainment & stationery.
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Which is the leading category in the UK Halloween market?
The food category led the UK Halloween market in 2023.
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What are the key categories within the clothing & costumes segment?
The key categories within the clothing & costumes segment are kid’s costumes, costume accessories, and adult costumes.
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What are the key categories within the food segment?
The key categories within the food segment are sweets & candy, chocolate, party food & drink, and cakes.
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What are the key categories within the entertainment & stationery segment?
The key categories within the entertainment & stationery segment are films & music, and stationery & books.
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