Although still seen as a US-focused celebration in some quarters, the numbers suggest Halloween is now more than established on this side of the Atlantic as well.
In 2013, the estimated UK retail value for Halloween stood at £230m. However, in the space of just four years, this has grown by 35%, with retail sales hitting £310m in 2016, according to Mintel. It predicts sales to grow another 3.2% this year, hitting £320m, with retailers such as John Lewis already crediting a rise in sales to Halloween buzz.
There are also a growing number of campaigns to promote the event. Asda has gone big this year, running a TV campaign that looks more like an attempt at brand positioning than a DR campaign for Halloween. Aldi also has a TV spot about The Adams Family-style ‘Aldi family’, while others are running more product focused activity.
Popularity among adults
Interestingly, Mintel claims Halloween is largely an impulse-buying occasion, with almost a third (29%) of Brits buying on a whim in 2016 as close to half (46%) of the population spent money on Halloween products. And it’s older millennials (aged between 27 and 36) who are most likely to spend big, with 30% of this group likely to make impulse buys on Halloween.
There is, of course, also a resonance with children looking to do trick-and-treat. According to research by Channel Mum, which polled 1,006 UK mothers, 84% of families plan to celebrate Halloween, with 94% planning on buying outfits (compared to 82% last year).
However, according to Sascha Cordes, a senior brand manager at Budweiser UK, millennials and adults are what’s primarily driving UK growth. He advises marketers to look beyond just targeting kids this Halloween.
“The fact we’ve seen such strong sales growth for beer on Halloween proves it isn’t just…