UK Halloween spending is forecast to reach £705m this year, up 6% on 2025, as the event falls on a Saturday and shoppers plan parties, fancy dress and decorated homes.
Savvy’s research (survey of 1,002 UK shoppers) finds that 46% of UK shoppers plan to celebrate Halloween in some way, rising to 78% among families. Spending on sweets, costumes and make-up, and home decorations is forecast to increase. Alcoholic drinks are expected to be the fastest-growing category, with sales up 13%, boosted by the Saturday timing.
The findings highlight an occasion that increasingly reaches beyond trick-or-treating. Among Halloween shoppers, 45% plan to decorate their home or garden and 42% expect to wear a costume or fancy dress. Around a third plan to attend a Halloween party or gathering, while 22% expect to host one themselves.
Giving treats to trick-or-treaters remains the most popular activity, planned by 63%. However, the mix of celebrations creates opportunities across food, drinks and products that help shoppers prepare their homes and get dressed up.
Shoppers seek healthier Halloween options
Food remains central to Halloween, but shoppers are looking for greater choice. While 72% would consider buying Halloween sweets or chocolate, the same proportion would like to see healthier Halloween food and drink options.
Interest also extends beyond sweet treats. More than half would consider buying Halloween-themed savoury snacks, while 48% would consider ready-to-eat Halloween party food. Almost a quarter would consider Halloween-themed low or no-alcohol drinks.
With Halloween landing on a weekend, more shoppers are making the most of the event, decorating their homes and gardens, attending parties and getting dressed up in fancy dress.
Affordable celebrations and relevant ranges
Budget pressures continue to influence how shoppers intend to celebrate. Some 71% of Halloween shoppers say they want to mark the occasion without spending a lot. However the opportunity lies with the 79% that says it’s important to make the most of events like Halloween despite cost of living pressures.
The findings suggest that shoppers want affordable ways to make the occasion feel special. Halloween ranges have a receptive audience: 82% like seeing their favourite brands create Halloween special editions, while 87% enjoy browsing Halloween products.
Social inspiration could translate into purchases
Social media is also shaping Halloween shopping intentions. Some 73% of Halloween shoppers say they are likely to buy something for the occasion inspired by their social feed.
Press coverage
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No tricks, just treats as Halloween spending forecast to top £700m