More recently, Halloween has been rapidly catching up as the second-biggest event in the British retail calendar. We’re starting to see early indicators of higher spending and participation! This year, Charlotte Brennan’s whimsical gift shop and café is enjoying its most successful Halloween season ever! This dramatic increase in activity reflects a larger trend towards consumer preference.
In the four weeks to 5 October, UK supermarkets experienced over £100 million in sugar confectionery sales. That’s up 5% over the same stretch last year. Total Halloween expenditure hit £2 billion two years ago and is expected to climb even higher this year.
Vikash Kaansili, senior retail analyst at Kantar, points to a significant trend. The trends in our data reflect how Americans are continuing to find safe, fun ways to celebrate Halloween.
“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
Most importantly, the sales numbers tell a much more exciting story! In the run up to Halloween, sales of candles – and pyjamas – were up almost 20%. This trend is a great example of how adults are taking the holiday and making it their own, celebrating well beyond the scope of children’s festivities. What’s more, data from Worldpanel indicates that in 2024, 91% of shoppers bought at least one Halloween-specific item.
Charlotte Brennan has noticed this trend at her shop, stating, “It’s been our busiest year yet for Halloween.” More and more customers are making the decision to use reusable decorative elements, creating collections just as one would with their Christmas decor. It’s an ominous change that has put Halloween as her second-busiest time of year, second only to Christmas.
Brennan remarked on the early interest in seasonal products: “People have been asking for pumpkin spiced lattes since August, so I feel like it’s getting earlier.” Her observations aren’t in isolation—Halloween celebrations begin earlier and earlier each year.
The increase in Halloween related consumer spending is not limited just to candy and costumes. Andy Owens operates a family farm with just one full-time employee, but it does feature a five-acre pumpkin patch. Last year, he deepened his arts-entrepreneurship portfolio by opening a new horror maze featuring local actors. And as it turned out, this was a great addition! He recently introduced an entrance fee of £5 per person, leading to a 10% increase in visitor numbers in 2025 due to improved visitor experience.
“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
Fiona Eastwood, chief of Merlin Entertainment — the parent company of Tussauds conglomerate — affirms the wave of popularity. She points out that the run-up to Halloween has become so lucrative that it now almost competes with the height of summer season at some locations.
The retail sector is an incredible story of resilience in the face of ongoing cost-of-living crisis. Kaansili notes that consumers are taking more trips on the way to Halloween 2024 and spending 16% more per trip. This indicates that Halloween has established itself as a “can’t miss” event for most consumers who are not willing to skimp on their revelry.
Statistics from the British Retail Consortium show that over a million shoppers had purchased pumpkins from grocery stores by the start of October. Even in the four weeks immediately preceding that milestone, total sales reached £1.4 million. That’s a sharp increase, having doubled from the same pre-Halloween period in 2022.
Just in October of last year, retail spending on Halloween and fall-related categories (think home decor, for instance) increased by 37%. Shoppers dove into the season, fueling this strong growth. This equally magnificent increase only cements Halloween’s claim as a growing mainstay in British cultural and consumer behavior.
After a year of record e-commerce growth, retailers are preparing for a new normal this holiday season. Halloween has quickly become one of the widely celebrated holidays in the UK, spooking their entire nation from toddlers to adults alike.