Halloween retail

9th September 2024

When the supermarkets sweep out the barbecue gear and ship in the Halloween paraphernalia it’s a sure sign that autumn is on the horizon. But it also seems that spooky season is taking up more shelf space every year.

The statistics confirm that consumer appetite for this event is growing. Last year saw record levels of spending on Halloween and Bonfire Night. Mintel’s UK consumer report* found that UK shoppers spent more than £1bn on these autumn events, an annual increase of 20%. But what opportunities exist for gift and lifestyle retailers?

Halloween-themed books surrounded by pumpkins

A visual opportunity

The visual appeal of this occasion is a strong draw for both retailers and shoppers. A consumer report found that what people most loved about Halloween are the social media pictures and sweet treats. This is great news for visual merchandising. Fun displays also provide great social media currency for your brand.

That desire to grab that Insta-perfect Halloween image has also fuelled demand for autumn-themed décor and events up and down the country. It’s a boon for visitor attractions looking to attract guests in off-peak times.

Spooky trails and pumpkin picking events bring in the families looking to make memories and visit the gift shop for a more permanent reminder of their day out. Books can help continue the Halloween storytelling in these retail spaces.

Halloween gifting

Gifting hasn’t traditionally been associated with Halloween, but Boo Baskets could be changing that. This emerging trend has been gaining some traction on social media platforms, such as TikTok.

These baskets bring together small Halloween treats and gifts, and tend to be gifted to children, though not exclusively. For more eco-conscious shoppers, spooky children’s books present a more long-lasting and affordable option for this new trend.

Spooky books laid out on a pale surface

Adult alternatives

But Halloween isn't just for children and young people. With a bit of creative thinking, there can be ways to connect to different customer demographics and themes. It doesn’t have to be all plastic tat and pumpkin buntings.

Gothic fiction or ghost stories may see a boost in sales but can still feel relevant for gifting at Christmas. While TikTok has helped turn witchcraft into a year-round wellness trend, and a focus on the historic injustices of witch trials has inspired a spate of literature retelling these women’s stories.

There has also been a resurgence in folklore, as people become more curious about the stories and traditions that have influenced our modern-day beliefs and passtimes. Local folk stories or traditions can help you connect Halloween to your community in a meaningful way.