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Table of Contents
THE KEY FINDINGS
The Key Findings
Over half of UK consumers spent on Halloween with shopper penetration rising 4.5ppts on 2017 to reach 51.5%
Decorations increased in popularity as more people to chose to dress up their homes for Halloween
Discounters proved popular for clothing & costume accessories as value for money influenced retailer choice
Trend insight - stores
Trend insight - social media - Instagram
Trend insight - social media - Facebook
Trend insight - social media - Twitter
Trend insight - online
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
DECORATIONS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
CLOTHING & COSTUME PRODUCTS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
FOOD
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
ENTERTAINMENT & STATIONERY
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures - grocers, 2018
Retailer ratings across key measures - non-food retailers, 2018
Retailers used - Halloween decorations, ppt change 2017 to 2018
Spend - decorations, 2017 & 2018
Products purchased - pumpkins, 2017 & 2018
Retailers used - pumpkins, 2017 & 2018
Products purchased - home decorations, 2017 & 2018
Retailers used - home decorations, 2017 & 2018
Products purchased - tableware, 2017 & 2018
Retailers used - tableware, 2017 & 2018
Retailers used - clothing & costume products, ppt change 2017 to 2018
Spend - clothing & costume products, 2017 & 2018
Products purchased - kids costumes, 2017 & 2018
Retailers used - kids costumes, 2017 & 2018
Products purchased - adult costumes, 2017 & 2018
Retailers used - adult costumes, 2017 & 2018
Products purchased - costume accessories, 2017 & 2018
Retailers used - costume accessories, 2017 & 2018
Retailers used - Halloween food products, ppt change 2017 to 2018
Spend - food products, 2017 & 2018
Products purchased - chocolate, 2017 & 2018
Retailers used - chocolate, 2017 & 2018
Products purchased - sweets & candy, 2017 & 2018
Retailers used - sweets & candy, 2017 & 2018
Products purchased - cakes, 2017 & 2018
Retailers used - cakes, 2017 & 2018
Retailers used - entertainment & stationery, ppt change 2017 & 2018
Spend - entertainment & stationery, 2017 & 2018
Products purchased - film & music, 2017 & 2018
Retailers used - film & music, 2017 & 2018
Products purchased - stationery & books, 2017 & 2018
Retailers used - stationery & books, 2017 & 2018
Products purchased - games & apps, 2017 & 2018
Retailers used - games & apps, 2017 & 2018
List of Figures
Halloween shopper penetration, overall and by demographic, 2018 & 2017 shopper penetration
Halloween retail penetration, overall and by demographic, 2018 & 2017 retail penetration
Halloween leisure/going out penetration, overall and by demographic, 2018 & 2017 leisure/ going out penetration
Halloween shopper profile, 2018
Financial wellbeing compared to last year, 2017 & 2018
Halloween spending compared to last year, 2017 & 2018
How consumers financed Halloween spending, 2017 & 2018
Retail and leisure split of Halloween spending, 2017 & 2018
Halloween activities undertaken, 2018 & ppt change on 2017
Agreement and disagreement with statements about Halloween, 2018
Retailers that did the best job of promoting Halloween, 2018
What's driving retailer selection (decorative products), 2018, & ppt change on 2017
Consumers using each channel for purchasing decorative products (browsed & purchased), 2018
Consumers using each device for purchasing decorative products (browsed & purchased), 2018
Fulfilment options for Halloween decoration purchases made online, 2017 & 2018
Top 10 retailers shopped at for decorative products, 2017 & 2018
Halloween decorations penetration, overall and by demographic, 2018 & 2017 decorations penetration
Pumpkins penetration, overall and by demographic, 2018 & 2017 pumpkins penetration
Home decorations penetration, overall and by demographic, 2018 & 2017 home decorations penetration
Tableware penetration, overall and by demographic, 2018 & 2017 tableware penetration
Planned/impulse purchases (overall decorative products), 2017 & 2018
Planned/impulse purchases (decorative product categories), 2017 & 2018
What's driving retailer selection (clothing & costume products), 2018, & ppt change on 2017
Consumers using each channel for purchasing clothing & costume products (browsed & purchased), 2018
Consumers using each device for purchasing clothing & costume products (browsed & purchased), 2018
Fulfilment options for clothing & costume purchases made online, 2017 & 2018
Top 10 retailers shopped at for clothing & costume products 2017 & 2018
Clothing & costume penetration, overall and by demographic, 2018 & 2017 clothing & costume penetration
Kids costume penetration, overall and by demographic, 2018 & 2017 kids costume penetration
Adult costume penetration, overall and by demographic, 2018 & 2017 adult costume penetration
Costume accessories penetration, overall and by demographic, 2018 & 2017 costume accessories penetration
Planned/impulse purchases (clothing & costume products), 2017 & 2018
Planned/impulse purchases (clothing & costume product categories), 2017 & 2018
What's driving retailer selection (food products), 2018, & ppt change on 2017
Consumers using each channel for purchasing food products (browsed & purchased), 2018
Consumers using each device for purchasing food products (browsed & purchased), 2018
Fulfilment options for food purchases made online, 2017 & 2018
Top 10 retailers shopped at for food, 2017 & 2018
Food penetration, overall and by demographic, 2018 & 2017 food penetration
Chocolate penetration, overall and by demographic, 2018 & 2017 chocolate penetration
Sweets & candy penetration, overall and by demographic, 2018 & 2017 sweets & candy penetration
Cakes penetration, overall and by demographic, 2018 & 2017 cakes penetration
Planned/impulse purchases (food products), 2017 & 2018
Planned/impulse purchases (food categories), 2017 & 2018
What's driving retailer selection (entertainment & stationery), 2018, & ppt change on 2017
Consumers using each channel for purchasing entertainment & stationery (browsed & purchased), 2018
Consumers using each device for purchasing entertainment & stationery (browsed & purchased), 2018
Fulfilment options for entertainment & stationery purchases made online, 2017 & 2018
Top 5 retailers shopped at for entertainment & stationery 2017 & 2018
Entertainment & stationery penetration, overall and by demographic, 2018 & 2017 entertainment & stationery penetration
Film & music penetration, overall and by demographic, 2018 & 2017 film & music penetration
Stationery & books penetration, overall and by demographic, 2018 & 2017 stationery & books penetration
Games & apps penetration, overall and by demographic, 2018 & 2017 games & apps penetration
Planned/impulse purchases (entertainment & stationery), 2017 & 2018
Planned/impulse purchases (entertainment & stationery categories), 2017 & 2018
