Halloween in the UK - 2019

Halloween in the UK - 2019



The Halloween in the UK - 2019 report forms part of Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Halloween. The report analyses the market, the major players, the main trends, and consumer attitudes.

Halloween performance was weaker than expected as spend and penetration declined across a number of categories, hinting at a turbulent Q4.

Scope

- The proportion of consumers participating in Halloween this year rose by 4.0 ppts versus 2018, the second year in a row that penetration has risen significantly.
- A focus on sustainability ensures shoppers are cutting back on one-use decorative items.
- Non-food specialists are the least browsed and purchased store type for clothing and costume products, as supermarkets dominate the category.
- The Halloween food category has the highest penetration among Halloween shoppers with many of those getting involved with the event, either hosting a party or going trick or treating.

Reasons to buy

- Use our in-depth consumer insight to learn which categories within Halloween are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to purchase from a retailer, such as convenience, value for money and interesting product ranges in order to maximise sales potential.
- Use our in-depth analysis to understand which retailers are leading in certain Halloween product categories and why.
- Use our average spend data to understand how much consumers are prepared to pay in each Halloween category.

THE KEY FINDINGS
The Key Findings
Halloween performance weaker than expected hinting at a turbulent Q4 2019
ASDA comes out on top in 2019
More retailers should utilise social media to target Halloweens core younger target audience
Trend insight - stores
Trend insight - social media - Online
Trend insight - social media - Instagram
Trend insight - social media - Twitter
CONSUMER ATTITUDES
Key findings
Halloween shopper penetration
Halloween retail penetration
Halloween leisure/going out penetration
Halloween shopper profile
Financial wellbeing
Halloween spending
Financing spending
Halloween spending
Halloween activities
Halloween statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Buying dynamics - discounts
DECORATIONS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
CLOTHING & COSTUME PRODUCTS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
FOOD
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
ENTERTAINMENT & STATIONERY
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work

List Of Tables


Retailer ratings across key measures - grocers, 2019
Retailer ratings across key measures - non-food retailers, 2019
Retailers used - Halloween decorations, ppt change 2018 to 2019
Spend - decorations, 2018 & 2019
Products purchased - pumpkins, 2018 & 2019
Retailers used - pumpkins, 2018 & 2019
Products purchased - home decorations, 2018 & 2019
Retailers used - home decorations, 2018 & 2019
Products purchased - tableware, 2018 & 2019
Retailers used - tableware, 2018 & 2019
Retailers used - clothing & costume products, ppt change 2018 to 2019
Spend - clothing & costume products, 2018 & 2019
Products purchased - kids costumes, 2018 & 2019
Retailers used - kids costumes, 2018 & 2019
Products purchased - costume accessories, 2018 & 2019
Retailers used - costume accessories, 2018 & 2019
Products purchased - adult costumes, 2018 & 2019
Retailers used - adult costumes, 2018 & 2019
Retailers used - Halloween food products, ppt change 2018 to 2019
Spend - food products, 2018 & 2019
Products purchased - sweets & candy, 2018 & 2019
Retailers used - sweets & candy, 2018 & 2019
Products purchased - chocolate, 2018 & 2019
Retailers used - chocolate, 2018 & 2019
Products purchased - party food & drink, 2018 & 2019
Retailers used - party food & drink, 2018 & 2019
Products purchased - cakes, 2018 & 2019
Retailers used - cakes, 2018 & 2019
Retailers used - entertainment & stationery, ppt change 2018 & 2019
Spend - entertainment & stationery, 2018 & 2019
Products purchased - film & music, 2018 & 2019
Retailers used - film & music, 2018 & 2019
Products purchased - stationery & books, 2018 & 2019
Retailers used - stationery & books, 2018 & 2019
Products purchased - games & apps, 2018 & 2019
Retailers used - games & apps, 2018 & 2019

List Of Figures


Halloween shopper penetration, overall and by demographic, 2019 & 2018 shopper penetration
Halloween retail penetration, overall and by demographic, 2019 & 2018 retail penetration
Halloween leisure/going out penetration, overall and by demographic, 2019 & 2018 leisure/ going out penetration
Halloween shopper profile, 2019
Financial wellbeing compared to last year, 2018 & 2019
Halloween spending compared to last year, 2018 & 2019
How consumers financed Halloween spending, 2018 & 2019
Retail and leisure split of Halloween spending, 2018 & 2019
Halloween activities undertaken, 2019 & ppt change on 2018
Agreement and disagreement with statements about Halloween, 2019
Retailers that did the best job of promoting Halloween, 2019 and ppt change on 2018
Products bought on discount, overall 2019
Products bought on discount, by category 2019
Which discounts shoppers received on their Halloween purchases, 2019
Whats driving retailer selection (decorative products), 2019, & ppt change on 2018
Consumers using each channel for purchasing decorative products (browsed & purchased), 2019
Consumers using each store type for purchasing decorative products (browsed & purchased), 2019
Consumers using each device for purchasing decorative products (browsed & purchased), 2019
Fulfilment options for Halloween decoration purchases made online, 2018 & 2019
Top 10 retailers shopped at for decorative products, 2018 & 2019
Halloween decorations penetration, overall and by demographic, 2019 & 2018 decorations penetration
Pumpkins penetration, overall and by demographic, 2019 & 2018 pumpkins penetration
Home decorations penetration, overall and by demographic, 2019 & 2018 home decorations penetration
Tableware penetration, overall and by demographic, 2019 & 2018 tableware penetration
Planned/impulse purchases (overall decorative products), 2018 & 2019
Planned/impulse purchases (decorative product categories), 2018 & 2019
Whats driving retailer selection (clothing & costume products), 2019, & ppt change on 2018
Consumers using each channel for purchasing clothing & costume products (browsed & purchased), 2019
Consumers using each store type for purchasing clothing & costume products (browsed & purchased), 2019
Consumers using each device for purchasing clothing & costume products (browsed & purchased), 2019
Fulfilment options for clothing & costume purchases made online, 2018 & 2019
Top 10 retailers shopped at for clothing & costume products 2018 & 2019
Clothing & costume penetration, overall and by demographic, 2019 & 2018 clothing & costume penetration
Kids costume penetration, overall and by demographic, 2019 & 2018 kids costume penetration
Costume accessories penetration, overall and by demographic, 2019 & 2018 costume accessories penetration
Adult costume penetration, overall and by demographic, 2019 & 2018 adult costume penetration
Planned/impulse purchases (clothing & costume products), 2018 & 2019
Planned/impulse purchases (clothing & costume product categories), 2018 & 2019
Whats driving retailer selection (food products), 2019, & ppt change on 2018
Consumers using each channel for purchasing food products (browsed & purchased), 2019
Consumers using each store type for purchasing food products (browsed & purchased), 2019
Consumers using each device for purchasing food products (browsed & purchased), 2019
Fulfilment options for food purchases made online, 2018 & 2019
Top 10 retailers shopped at for food, 2018 & 2019
Food penetration, overall and by demographic, 2019 & 2018 food penetration
Sweets & candy penetration, overall and by demographic, 2019 & 2018 sweets & candy penetration
Chocolate penetration, overall and by demographic, 2019 & 2018 chocolate penetration
Party food & drink penetration, overall and by demographic, 2019
Cakes penetration, overall and by demographic, 2019 & 2018 cakes penetration
Planned/impulse purchases (food products), 2018 & 2019
Planned/impulse purchases (food categories), 2018 & 2019
Whats driving retailer selection (entertainment & stationery), 2019, & ppt change on 2018
Consumers using each channel for purchasing entertainment & stationery (browsed & purchased), 2019
Consumers using each store type for purchasing entertainment & stationery (browsed & purchased), 2019
Consumers using each device for purchasing entertainment & stationery (browsed & purchased), 2019
Fulfilment options for entertainment & stationery purchases made online, 2018 & 2019
Top 5 retailers shopped at for entertainment & stationery 2018 & 2019
Entertainment & stationery penetration, overall and by demographic, 2019 & 2018 entertainment & stationery penetration
Film & music penetration, overall and by demographic, 2019 & 2018 film & music penetration
Stationery & books penetration, overall and by demographic, 2019 & 2018 stationery & books penetration
Games & apps penetration, overall and by demographic, 2019 & 2018 games & apps penetration
Planned/impulse purchases (entertainment & stationery), 2018 & 2019
Planned/impulse purchases (entertainment & stationery categories), 2018 & 2019

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