New research launched by retail and shopper marketing agency Savvy, has forecast UK Halloween spending to reach £705m this year, up 6% on 2025, as the event falls on a Saturday and shoppers prepare for parties, fancy dress and decorated homes.
The online panel survey of 1,002 UK shoppers found that 46% planned to celebrate Halloween in some way, rising to 78% among families. Spending on sweets, costumes and make-up, and home decorations was forecast to increase. Alcoholic drinks were expected to be the fastest-growing category, with sales up 13%, boosted by the Saturday timing.
The findings highlighted an occasion that increasingly reaches beyond trick-or-treating. Among Halloween shoppers, 45% said they planned to decorate their home or garden and 42% expected to wear a costume or fancy dress. Around a third planned to attend a Halloween party or gathering, while 22% expected to host one themselves.
Giving treats to trick-or-treaters remained the most popular activity, planned by 63%. However, the mix of celebrations creates opportunities across food, drinks and products that help shoppers prepare their homes and get dressed up.
Shoppers seek healthier Halloween treats
Food remains central to Halloween, but the research found that shoppers wanted greater choice. While 72% said they would consider buying Halloween sweets or chocolate, the same proportion said they would like to see healthier Halloween food and drink options.
Interest also extended beyond sweet treats. More than half said they would consider buying Halloween-themed savoury snacks, while 48% would consider ready-to-eat Halloween party food. Almost a quarter said they would consider Halloween-themed low or no-alcohol drinks.
Alastair Lockhart, Insight Director at Savvy, commented: “With Halloween landing on a weekend, more shoppers are making the most of the event, decorating their homes and gardens, attending parties and getting dressed up in fancy dress.
“We’re also seeing the health trend shaping shopper demand. While Halloween is traditionally associated with sweets and other treats, our research found that 72% of Halloween shoppers would like to see healthier Halloween food and drink options.”
Affordable celebrations and seasonal ranges
Budget pressures continued to influence how shoppers intended to celebrate. Some 71% of Halloween shoppers said they wanted to mark the occasion without spending a lot. However, 79% said it was important to make the most of events like Halloween despite cost-of-living pressures.
The findings suggested that shoppers wanted affordable ways to make the occasion feel special. Seasonal ranges also had a receptive audience: 82% said they liked seeing their favourite brands create Halloween special editions, while 87% said they enjoyed browsing Halloween products.
Social inspiration could translate into purchases
Social media was also found to be shaping Halloween shopping intentions. Some 73% of Halloween shoppers said they were likely to buy something for the occasion inspired by their social media feed.
For retailers and brands, this creates an opportunity to connect Halloween inspiration with accessible products, from party food and themed drinks to decorations and fancy dress.
