The run up to Halloween in London becomes more exciting each year as the retail sector continues to invest in the event as an important retail occasion. Over the last 20 years Halloween has clearly become an focal winter trading event, one which is, interestingly becoming more popular also in Australia. Retailers, brand owners and innovators continue to push the boundaries around Halloween inspired products creating engaging instore displays and exciting novelty products to deliver that customer experience. The influx of spooky decorations, costumes, and themed products has not only enriched the cultural landscape but also fuelled a thriving retail industry. In this blog, we’ll explore the growing influence of Halloween on the UK’s premium retail sector and how it continues to evolve.
Recognising that the major retailers are increasingly competitive about winning their share of the Halloween trade, Aldi UK as an example are advertising on the radio the price of carving pumpkins and trick or treat bags in the run up to the big occasion, this blog focuses on the premium end highlighting some of the innovation that will influence mainstream retail over the coming seasons, creating growth opportunities for Private label, existing or new brands. Interestingly in contrast to the competitive retail scene pick your own pumpkins looks to becoming a growth area where families can walk the pumpkin patch and choose their own pumpkins, connecting the childhood experience with British farming and the countryside.
The Evolution of Halloween in the UK
Estimated value at retail in 2021 as £607m then 2022 at £657m the event is significant (almost 2/3rds of the estimated value of Valentine’s Day in the UK) Statista forecast that since 2013 the value of Halloween in the UK retail has increased 4-fold.
Which generation spends the most on Halloween?
Analysis conducted by finder.com
Premium retailers’ response
Insights from time in market last week experiencing the range in two of London’s leading retailers last week, Selfridges and Fortnum and Masons, the level of innovation has again increased year on year. Baked goods and confectionary being the clear standouts, highly decorative, brightly coloured, ghoulishly themed individual cakes alongside traditional cakes available through the instore bakery or café formats, followed by a wide range of chocolate-based confectionary.
Increasingly we are seeing a high standard of craftmanship driving innovation as the most ghoulish products appear more and more realistic, the picture below of the severed fingers an advancement on last year’s eyeballs.
Halloween’s growth has significantly benefited the UK retail sector:
The future of Halloween in UK retail
As Halloween continues to gain prominence in the UK, retailers are likely to keep capitalising on the event. We can expect to see even more innovative products, experiences, and marketing campaigns targeted at inspiring todays’ consumers.
The key international food trends for Halloween
Halloween isn’t just about costumes and decorations; it’s also a time for indulging in delicious and sometimes spooky treats. Here are some key food trends for Halloween that have been helping brands deliver growth through the event and creating future opportunities for Private label or contract manufacturers.
Looking to see how your business can benefit from the sustained growth within Halloween in the UK, talk to the team at
Prof. Consulting Group
Prof. Consulting Group will help lead your business to success in the Australian food industry with its team of industry-leading experts and extensive range of services.