Alastair Lockhart
Wed 21st Oct 2020
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Savvy’s latest research reveals a record decline in the value of the Halloween market, as COVID-19 restrictions cancel trick or treating and parties. Savvy estimates retail sales will be worth £319m this year, down 18% on 2019.
The rule of six, further restrictions across much of the UK and health concerns are all weighing on the Halloween retail opportunity this year. While our research suggests sales of home decorations will increase and that shoppers plan to stay in to watch spooky films, demand for sweets, fancy dress and alcohol are set to be subdued.
While families with younger children still plan to get involved with the event this year, young adults – who have driven much of the market growth in recent years – are planning a quiet night on the 31st, unable to host or attend house parties.
Key findings
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