Halloween sales could reach £240 million this year
The research by Mintel reveals that 43% of UK consumers bought products or services for Halloween in 2013 and that younger shoppers were the most enthusiastic spenders. Mintel’s figures show that the number of consumers spending money on Halloween rose to 58% of 16 to 24 year olds and 55% of those aged 25 to 34.
Mintel found that three in five British parents bought products or services for the occasion last year, with this figure rising to 73% for parents with children aged six to 12.
Other findings show that 28% of consumers bought trick-or-treat confectionery in 2013 while 14% purchased fancy dress items. In addition, 10% bought decorations, 9% purchased special food or drink to have at home, and 8% went out to a party or event.
John Mercer, senior European retail analyst at Mintel, said: “Halloween is firmly established on the retail calendar and continues to grow in importance, but it is an event marked by frugal shopping from consumers: average spend is low and confectionery is by far the most popular category to spend on.
“To grow the market, there is value in focusing on the demographics already clued up to the event – young adults and families – and nudging up their spending by encouraging small-ticket confectionery shoppers to trade up to non-food items. Alternatively, retailers can try to draw in more consumers, such as older shoppers (including grandparents) and consumers without children, who are currently less likely to be spending.”
“For stores, the gains go beyond a bite of the £240 million market: Halloween-themed ranges, merchandising and in-store events can have a “Santa’s grotto” effect, providing shoppers with reasons to visit stores, driving footfall and encouraging impulse purchases.”
Mintel said the UK food and drink sector has also been tapping into the market with the number of food and drink products launched with a mention of Halloween growing by 263% between 2009 and 2013.
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