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 (%)

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.

Aldi
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

KEY FINDINGS

The key findings

Halloween importance dwindles among older consumers, yet maintains appeal among children

Food & drink penetration increases as consumers focus on low-cost Halloween activities

Value for money and price were most important as consumers looked to reduce spend at Halloween

Trend insight – instore

Trend insight – online

CONSUMER ATTITUDES

Buying dynamics

Financial wellbeing

Halloween spending

Financing spending

Halloween activities

Halloween statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

Buying dynamics

DECORATIONS

Buying dynamics

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

CLOTHING & COSTUMES

Buying dynamics

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

FOOD & DRINK

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

ENTERTAINMENT & STATIONERY

Buying dynamics

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2023

Retailer ratings across key measures – non-food retailers, 2023

Average spend, decorations, 2022 & 2023

Percentage point change – top 10 retailers shopped at for Halloween decorations, 2022 to 2023

Products purchased, pumpkins, 2022 & 2023

Retailers used, pumpkins, 2022 & 2023

Products purchased, home decorations, 2022 & 2023

Retailers used, home decorations, 2022 & 2023

Products purchased, tableware, 2022 & 2023

Retailers used, tableware, 2022 & 2023

Planned/impulse purchases, decorations, 2022 & 2023

Average spend, clothing & costumes, 2022 & 2023

Percentage point change – top 10 retailers shopped at for clothing & costumes, 2022 to 2023

Products purchased, kids’ costumes, 2022 & 2023

Retailers used, kids’ costumes, 2022 & 2023

Products purchased, costume accessories, 2022 & 2023

Retailers used, costume accessories, 2022 & 2023

Products purchased, adult costumes, 2022 & 2023

Retailers used, adult costumes, 2022 & 2023

Planned/impulse purchases, clothing & costumes, 2022 & 2023

Average spend, food, 2022 & 2023

Percentage point change – top 10 retailers shopped at for Halloween food, 2022 to 2023

Products purchased, sweets & candy, 2022 & 2023

Retailers used, sweets & candy, 2022 & 2023

Products purchased, chocolate, 2022 & 2023

Retailers used, chocolate, 2022 & 2023

Products purchased, party food & drink, 2022 & 2023

Retailers used, party food & drink, 2022 & 2023

Products purchased, cakes, 2022 & 2023

Retailers used, cakes, 2022 & 2023

Planned/impulse purchases, food, 2022 & 2023

Average spend, entertainment & stationery, 2022 & 2023

Percentage point change – top 5 retailers shopped at for Halloween entertainment & stationery, 2022 to 2023

Products purchased, film & music, 2022 & 2023

Retailers used, film & music, 2022 & 2023

Products purchased, stationery & books, 2022 & 2023

Retailers used, stationery & books, 2022 & 2023

Planned/impulse purchases, entertainment & stationery, 2022 and 2023

Figures

Halloween shopper penetration, 2021, 2022 & 2023

Halloween retail shopper penetration, 2021, 2022 & 2023

Halloween retail shopper profile, 2023

Halloween leisure/going out penetration, 2021, 2022 & 2023

Financial wellbeing compared to last year, 2022 & 2023

Halloween spending compared to last year, 2022 & 2023

How consumers financed Halloween spending compared to last year, 2022 & 2023

Halloween activities undertaken 2023, & change on 2022

Consumer views on Halloween 2023, & change on 2022

Retailers that did the best job of promoting or communicating deals for Halloween, 2023, & change on 2022

Halloween products bought on discount, 2022 & 2023

Halloween products bought on discount by category, 2022 & 2023

Which discounts consumers received on Halloween purchases, 2023

Halloween decorations penetration, 2021, 2022 & 2023

Retailers shopped at for Halloween decoration purchases, 2022 & 2023

What’s driving Halloween decoration retailer selection, 2023

Channels used for purchasing Halloween decorations, 2023

Store type used for purchasing Halloween decorations, 2023

Device used for purchasing Halloween decorations, 2023

Fulfilment options used for purchasing Halloween decorations, 2022 & 2023

Pumpkins penetration, 2021, 2022 & 2023

Home decorations penetration, 2021, 2022 & 2023

Tableware penetration, 2021, 2022 & 2023

Planned/impulse purchases, decorations, 2023

Halloween clothing & costumes penetration, 2021, 2022 & 2023

Retailers shopped at for Halloween clothing & costume purchases, 2022 & 2023

What’s driving Halloween clothing & costume retailer selection, 2023

Channels used for purchasing Halloween clothing & costumes, 2023

Store type used for purchasing Halloween clothing & costumes, 2023

Device used for purchasing Halloween clothing & costumes, 2023

Fulfilment options used for purchasing Halloween clothing & costumes, 2022 & 2023

Kids’ costumes penetration, 2021, 2022 & 2023

Costume accessories penetration, 2021, 2022 & 2023

Adult costumes penetration, 2021, 2022 & 2023

Planned/impulse purchases, clothing & costumes, 2023

Halloween food penetration, 2021, 2022 & 2023

Retailers shopped at for Halloween food purchases, 2021, 2022 & 2023

What’s driving Halloween food retailer selection, 2023

Channels used for purchasing Halloween food, 2023

Store type used for purchasing Halloween food, 2023

Device used for purchasing Halloween food, 2023

Fulfilment options used for purchasing Halloween food, 2022 & 2023

Sweets & candy penetration, 2021, 2022 & 2023

Chocolate penetration, 2021, 2022 & 2023

Party food & drink penetration, 2021, 2022 & 2023

Cakes penetration, 2021, 2022 & 2023

Planned/impulse purchases, food, 2023

Halloween entertainment & stationery penetration, 2022 & 2023

Retailers shopped at for Halloween entertainment & stationery purchases, 2022 & 2023

What’s driving Halloween entertainment & stationery retailer selection, 2023

Channels used for purchasing Halloween entertainment & stationery, 2023

Store type used for purchasing Halloween entertainment & stationery, 2023

Device used for purchasing Halloween entertainment & stationery, 2023

Fulfilment options used for purchasing Halloween entertainment & stationery, 2022 & 2023

Film & music costumes penetration, 2021, 2022 & 2023

Stationery & books penetration, 2021, 2022 & 2023

Planned/impulse purchases, entertainment & stationery, 2023

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