Halloween in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits

Halloween in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits



Halloween in the United Kingdom (UK) 2020 - Consumer Dynamics and Spending Habits 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.

COVID-19 severly limited Hallowen participation, with penetration down in every category but entertainment as spending on the occasion fell.

Scope

- COVID-19 scared consumers away from Halloween celebrations and spending this year, with the amount of people not partaking rising significantly.
- Discounted Halloween items were favoured by consumers, especially for clothing and costumes. Similarly, usage of discounters increased considerably for clothing and costumes.
- Christmas spending overlapped with Halloween this year. Expectations of a weak Halloween spend and concern over large order volumes for Christmas led to many retailers favouring promotions for the latter holiday.
- Decreased interest in celebrating Halloween might not be a COVID trend. The lack of celebrations this year may have spurred a change of heart towards the holiday from consumers, leading to similarly muted celebrations in the future.

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 use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Use our in-depth analysis to understand which retailers are leading in certain Halloween categories and why.
- Use our average spend data to understand how much consumers are prepared to pay in each Halloween category.
- Understand how COVID-19 has impacted Halloween spending.

THE KEY FINDINGS
The Key Findings
COVID-19 scares consumers away from Halloween celebrations and spending
Discounted clothing & costumes favoured
Christmas comes early this year
Decreased interest for celebrating Halloween might not be simply a COVID-19 trend
Trend insight - stores
Trend insight - online
Trend insight - online: Twitter
Trend insight - online: Instagram
CONSUMER ATTITUDES
Halloween shopper penetration
Halloween retail shopper penetration
Halloween leisure/going out penetration
Halloween shopper profile
Financial wellbeing
Halloween spending
Financing spending
Halloween retai/leisure spending
Halloween activities
Halloween statements
Retailer promotions
Retailer ratings - grocers
Retailer ratings - non-food retailers
Buying dynamics - discounts
Buying dynamics - discount type
Buying dynamics - COVID-19 impact
DECORATIONS
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
CLOTHING & COSTUME PRODUCTS
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
FOOD
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Buying dynamics
ENTERTAINMENT & STATIONERY
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, 2020
Retailer ratings across key measures - non-food retailers, 2020
Retailers used - Halloween decorations, ppt change 2019 to 2020
Spend - decorations, 2019 & 2020
Products purchased - pumpkins, 2019 & 2020
Retailers used - pumpkins, 2019 & 2020
Products purchased - home decorations, 2019 & 2020
Retailers used - home decorations, 2019 & 2020
Products purchased - tableware, 2019 & 2020
Retailers used - tableware, 2019 & 2020
Retailers used - clothing & costume, ppt change 2019 to 2020
Spend - clothing & costume, 2019 & 2020
Products purchased - kids costumes, 2019 & 2020
Retailers used - kids costumes, 2019 & 2020
Products purchased - costume accessories, 2019 & 2020
Retailers used - costume accessories, 2019 & 2020
Products purchased - adult costumes, 2019 & 2020
Retailers used - adult costumes, 2019 & 2020
Retailers used - Halloween food products, ppt change 2019 to 2020
Spend - food products, 2019 & 2020
Products purchased - sweets & candy, 2019 & 2020
Retailers used - sweets & candy, 2019 & 2020
Products purchased - chocolate, 2019 & 2020
Retailers used - chocolate, 2019 & 2020
Products purchased - party food & drink, 2019 & 2020
Retailers used - party food & drink, 2019 & 2020
Products purchased - cakes, 2019 & 2020
Retailers used - cakes, 2019 & 2020
Retailers used - entertainment & stationery, ppt change 2019 & 2020
Spend - entertainment & stationery, 2019 & 2020
Products purchased - film & music, 2019 & 2020
Retailers used - film & music, 2019 & 2020
Products purchased - stationery & books, 2019 & 2020
Retailers used - stationery & books, 2019 & 2020
Products purchased - games & apps, 2019 & 2020
Retailers used - games & apps, 2019 & 2020

List Of Figures


Halloween shopper penetration, overall and by demographic, 2020 & 2019 shopper penetration
Halloween retail shopper penetration, overall and by demographic, 2020 & 2019 retail penetration
Halloween leisure/going out penetration, overall and by demographic, 2020 & 2019 leisure/going out penetration
Halloween shopper profile, 2020
Financial wellbeing compared to last year, 2019 & 2020
Halloween spending compared to last year, 2019 & 2020
How consumers financed Halloween spending, 2019 & 2020
Retail and leisure split of Halloween spending, 2019 & 2020
Halloween activities undertaken, 2020 & ppt change on 2019
Agreement and disagreement with statements about Halloween, 2020
Retailers that did the best job of promoting Halloween, 2020 and ppt change on 2019
Products bought on discount, overall 2020
Products bought on discount, by category 2020
Which discounts shoppers received on their Halloween purchases, 2020
COVID-19 impact on Halloween celebrations and spending, 2020
Whats driving retailer selection (decorations), 2020, & ppt change on 2019
Consumers using each channel for purchasing decorations (browsed & purchased), 2020
Consumers using each store type for purchasing decorations (browsed & purchased), 2020
Consumers using each device for purchasing decorations (browsed & purchased), 2020
Fulfilment options for Halloween decoration purchases made online, 2019 & 2020
Top 10 retailers shopped at for decorative products, 2019 & 2020
Halloween decorations penetration, overall and by demographic, 2020 & 2019 decorations penetration
Pumpkins penetration, overall and by demographic, 2020 & 2019 pumpkins penetration
Home decorations penetration, overall and by demographic, 2020 & 2019 home decorations penetration
Tableware penetration, overall and by demographic, 2020 & 2019 tableware penetration
Planned/impulse purchases (overall decorative products), 2019 & 2020
Planned/impulse purchases (decorative product categories), 2019 & 2020
Whats driving retailer selection (clothing & costumes), 2020, & ppt change on 2019
Consumers using each channel for purchasing clothing & costumes (browsed & purchased), 2020
Consumers using each store type for purchasing clothing & costumes (browsed & purchased), 2020
Consumers using each device for purchasing clothing & costumes (browsed & purchased), 2020
Fulfilment options for clothing & costumes purchases made online, 2019 & 2020
Top 10 retailers shopped at for clothing & costumes 2019 & 2020
Clothing & costume penetration, overall and by demographic, 2020 & 2019 clothing & costume penetration
Kids costume penetration, overall and by demographic, 2020 & 2019 kids costume penetration
Costume accessories penetration, overall and by demographic, 2020 & 2019 costume accessories penetration
Adult costume penetration, overall and by demographic, 2020 & 2019 adult costume penetration
Planned/impulse purchases (clothing & costume products), 2019 & 2020
Planned/impulse purchases (clothing & costume product categories), 2019 & 2020
Whats driving retailer selection (food products), 2020, & ppt change on 2019
Consumers using each channel for purchasing food products (browsed & purchased), 2020

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