Shoppers to spend over £650 million celebrating Bonfire Night and Halloween
Research by YouGov Sixth Sense found that while only 29% of adults will actually participate in an activity to celebrate Bonfire Night, those who do take part are expected to spend an estimated £386 million on fireworks, food and drink for parties, and attending organised firework displays.
Although only 53% of adults surveyed agreed that Halloween is a "fun event for kids", only 23% of adults said they will actively participate in an activity to celebrate the occasion. However those who plan participate in the event expect to spend an estimated £268 million. Items they plan to buy included treats for trick or treating, dressing up, food and drink, and pumpkins for carving.
However 45% of those surveyed had negative impressions of Halloween, seeing it as an "unwelcome American cultural import". Furthermore, 33% said they were not convinced that "trick or treating" is harmless fun for the kids.
Commenting on the findings, YouGov SixthSense research director James McCoy said: "The massive amount of money consumers are already spending on Bonfire Night and Halloween would certainly be enough to make retailers sit up and take notice. But the really interesting thing about this report is that the number of people actively taking part is still rather low, and so the big opportunity for retailers is to get the high percentages of people who feel favourably about Bonfire Night and Halloween out celebrating, and of course spending money."
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