Halloween sales fall from highs of 2021

While the cost of living crisis has supressed demand a little, the main reason for the decline is the tough comparative in 2021, which benefited from a post-COVID boost.

Key findings from Savvy’s research include:

• 37% of shoppers plan to get involved in Halloween this year – down from 40% in 2021, which benefited from a post-pandemic boost
• 66% think it’s important to make the most of events like Halloween during the cost of living crisis
• While only 17% of us plan to have a Halloween party, 80% intend to buy sweets for trick or treaters, 54% expect to buy a pumpkin and 48% say they are going to watch a spooky film
• 37% expect to go out trick or treating, raising to 59% among older families
• 61% want to be able to buy sustainable products for Halloween
• 68% would rather buy Halloween products from smaller or local retailers
• 30% will be looking for personalised products – the lowest level of any calendar event
• Supermarkets remain the dominant source of Halloween inspiration, with 84% planning to get ideas from a supermarket store
• Tik Tok emerges as a key source of Halloween inspiration for under 35s, mentioned by 57%
• 69% say that social media is the best place to get ideas for Halloween, rising to 82% among under 35

If you’re interested in this or any of Savvy’s broader event research please get in touch.

*  in 2022 Savvy changed the way it calculates market sizes to more accurately reflect the whole range of products bought by shoppers across all retail channels.