UK Halloween expenditure is forecast to be £591m in 2024, a slight decline compared to 2023. Halloween sales grew rapidly in 2023, largely because of high price inflation.
This year, we find shoppers plan to cut back spending on costumes and make-up, but the growing popularity of Halloween parties means alcohol, soft drinks and party food categories are all due to grow.
Key findings from the shopper research
Savvy’s latest research, based on an online survey of a representative sample of UK shoppers, finds that 37% of all shoppers are planning to get involved in Halloween this year, rising to 68% among those households with children at home.
Among shoppers planning the get involved:
- Based on analysis of the research, Savvy estimates shopper expenditure on sweets and chocolates for the event will be £86m. Party food is the largest spending category (£115m), followed by alcoholic drinks (£104m) and costumes (also £104m). Spending on soft drinks for Halloween is estimated to be £84m.
- 81% of respondents say they enjoy browsing Halloween products, and more than half (56%) believe that Halloween will be bigger than ever this year.
Sustainability and personalisation growing Halloween trends
- Sustainability continues to be a key consideration for Halloween shoppers. A potentially underserved opportunity, Savvy’s research reveals that 67% of respondents want to buy sustainable products for their celebrations.
- 52% of shoppers are looking to buy personalised or customised Halloween items, most pronounced among younger audiences.
Shopper sources of Halloween inspiration increasingly digital
- Social media platforms are playing an increasingly influential role in shaping Halloween plans, with 72% of shoppers considering them the best place to get ideas for the event. 61% report having already seen Halloween inspiration on their social feeds.
- When it comes to specific platforms, Facebook (51%) and Instagram (46%) are the most influential in providing Halloween ideas, followed by TikTok (42%).
- TikTok continues to lead the growth charge and is likely to become the most important social inspiration channel in the next couple of years, especially as adoption of the platform among older demographics continues to rise.
- While digital platforms are important, traditional sources of inspiration remain strong. Supermarkets like Tesco, Sainsbury’s and Aldi, lead the way, with 86% of shoppers planning to turn to them for Halloween ideas. Google continues to have a significant role, with 57% of respondents using it to search for Halloween-related content and products.
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