With Halloween right around the corner, consumer spending is about to reach record levels! British consumers are preparing to spend a record amount on Halloween related items this year. Just two years ago, spending on Halloween had hit a record £2 billion. Advocates expect that this number will increase significantly again in 2024. According to recent data, 91% of people purchased something Halloween-related last year, highlighting the event’s growing importance in the retail calendar.
In the two weeks leading up to October 31, 2024, retail spending jumped by an astounding 37%. This increase isn’t limited to decorative decorations and costumes. It illustrates a bigger cultural trend as Americans have wholeheartedly adopted Halloween as a true consumer event. Fiona Eastwood, the chief executive of Merlin Entertainment, noted that the lead-up to Halloween now rivals the peak summer season in terms of profitability for some entertainment venues.
Meanwhile in Herefordshire, Andy Owens has experienced a massive increase in visitors to his family-run pumpkin patch. He created this beloved public attraction all the way back in 2021. After its inaugural growth season, the tiny pumpkin patch had more than doubled in size! So far this year, attendance is up about 10% over 2023. Owens charges just £5 per person for pumpkin picking, so it’s an affordable day out for families.
Charlotte Brennan, owner of Bloom & Brew in Ormskirk, UK, had a very busy Halloween. She said now, after Christmas, Halloween is her second-busiest time of year. Brennan emphasized her excitement about this year’s festivities, saying:
“It’s been our busiest year yet for Halloween.” – Charlotte Brennan
In the four weeks just before October 5, British supermarkets had more than £100 million worth of sugar confectionery purchases. That’s a 5% jump from this time last year, based on Worldpanel’s data. This trend is one of the clearest signals yet that consumers are going all-in on enjoying their treats this Halloween.
Retail pyjama sales have skyrocketed, indicating that grownups want in on the kids’ trick-or-treating fun. They’re just as happy to celebrate Halloween as the start of long nights at home! Vikash Kaansili, a senior retail analyst at Kantar, pointed out that the growth in these categories signifies a shift in how Halloween is celebrated:
“Halloween is no longer just for kids. The growth in sales of pyjamas and candles suggests adults are embracing Halloween as an opportunity for a night in at home, not just for children’s trick-or-treating.” – Vikash Kaansili
Additionally, data showed that pumpkin sales have skyrocketed. In the month leading up to September 29, 2024, British supermarkets are expected to sell £1 million worth of pumpkins. That’s nearly twice the value of what they doled out over the same time span in 2023! Spending on pumpkins tripled in the four weeks leading up to Halloween, with total sales hitting £1.4m in 2020, compared to £400,000 just five years earlier.
Consumers have been ready to find moments of joy in the face of ongoing economic challenges. Additionally, Kaansili noted that shoppers made more trips in the two weeks leading up to Halloween 2024. They further underspent 16% from their normal spend rate. He characterized this occurrence as a telling indicator that the holiday is a “can’t miss” event. Consumers clearly don’t want to reduce their use of it.
In the realm of entertainment, Charlotte Brennan remarked on how venues like Thorpe Park have adapted their offerings around Halloween. She explained that special attractions such as rides in the dark and themed mazes have become integral to the park’s annual revenue, stating:
“Take Thorpe Park: increasingly Halloween is almost half of its annual profit and that’s because we have special rides in the dark, you have mazes, and that whole thrill that we’re tapping into.” – Charlotte Brennan
The commercialization and rapid growth of Halloween celebrations over the years has sparked controversy. Andy Owens reflected on how the holiday has evolved dramatically:
“Halloween in this country has grown massively. When I was growing up there was barely trick-or-treating; there was just The Simpsons Halloween special [on TV]. Now it’s everywhere.” – Andy Owens
As we close in on the month of October, it’s obvious that Halloween is still a big hit with buyers in every demographic. This year’s celebration promises to be an amazing reflection of talent and community spirit. That combination of celebratory spending and shifting traditions creates an electric atmosphere.