For a festival predominantly known for sugar highs and spooky lows, it may come as a surprise to learn that the fastest growing category in Halloween spend is expected to be in alcoholic drinks.
Latest research from retail and shopper marketing agency, Savvy, suggests that booze will be the fastest-growing category with sales up 13%, boosted by the 31st falling on a Saturday this year.
Overall, spooky season looks set to deliver a boost to retail as spending on parties, treats, fancy dress and decoration is expected to reach £705m, up 6% on last year.
The survey by Savvy of over 1,000 UK shoppers found 46% were planning a celebration of some kind, rising to 78% among families. Among them, more than two-fifths were going to decorate their home (45%) or wear fancy dress (42%). A third would be going to a party and 22% were going to host one themselves.
Trick or treating shows no sign of dying of fright, with 63% planning to hand out treats at their doorways. That said, ghouls may be in for a shock of their own as, while 72% of shoppers planned to buy the usual Halloween sweets or chocolate, a similar number also wanted to explore healthier options.
To soak up the growth in alcohol, more than half of shoppers would consider Halloween-themed savoury snacks while 48% would be interested in party food.
Cost is a consideration and 71% of shoppers would be looking for ways to make it budget-friendly, however 79% of those surveyed felt the need to celebrate despite economic pressures.
Top cues for retailers, based on these Halloween trends are:
- Despite straitened times, there is still an appetite for celebration
- Budget-friendly products will always attract attention
- Themed products are still a draw (82% like seeing their favourite brands make Halloween special editions)
- Typical celebration fare is always on the cards but consumers increasingly seek healthier food and lower alcohol options (almost a quarter are seeking halloween-themed low or no alcohol drinks)
- FOMO creates a strong consumer pull with 73% of Halloween shoppers saying they were likely to buy something for the occasion, inspired by social media.
