Trick or treating. It’s the enduring Halloween pastime that’s popular the world over, but new research released today from Asda suggests that ‘tricks’ could soon be consigned to the annals of history. Over half of Brits (55%) have NEVER had a trick played on them, and only a meagre 13% believe tricks are as important as treats.
Over the years Halloween has evolved and changed as a celebration, and not just because the cheeky, mischievous practice of ‘tricking’ has dwindled away.
With one in five (19%) admitting they prefer Halloween to Christmas, and 30% of Brits calling for Halloween to be an official Bank Holiday, the seasonal celebration is quickly becoming a major gifting occasion. Slowly but surely closing in on Christmas, 43% of people now exchange Halloween gifts with friends and family, and when it comes to what Brits are gifting during spooky season, pyjamas (25%), cuddly toys (24%), ‘boo baskets’ (22%), and horror films (17%) are among the most popular presents.
As the UK’s love for Halloween grows, consumer spending in the UK has quadrupled, and in 2023, spending was estimated at over £1 billion. What’s more and going to show that Halloween has become a multi-generation celebration that’s about more than just kids, it’s Millennials who spend more on Halloween gifts than any other age group, with 30% spending more now than they were five to 10 years ago.
The findings have been unveiled as part of Asda’s inaugural Halloween trends report, which takes a deep dive into and explores consumer trends across home, fashion and food.
With Halloween getting grander every year, Aesthetic Indulgence points to the UK’s growing desire for an ‘Insta-worthy’ Halloween. Over a quarter of Brits (26%) say they’ve become more interested in Halloween after seeing celebs post about it on social media and one in five Brits (21%) admit to being secretly competitive against their neighbours in order to have a more impressively decorated home, with the South West being the most competitive location in the UK (52%). Last year alone, Halloween decorations sales reached a whopping £2.6 million at Asda.
As Brits embrace Halloween as a celebration spent with friends and family, Ghoulish Gifting has become commonplace, with 43% of people now buying Halloween gifts for loved ones. While novelty sweets were voted the most popular Halloween gift, this was closely followed by Halloween pyjamas (25%), cuddly toys (24%), craft kits (23%) and boo baskets (22%).
Previously driven by families and those with children, research found that Halloween is now a huge Gen Z affair, with half (52%) viewing Halloween as the most exciting celebration of the year. Furthermore, Gen Z were the only age group to spend more on outfits for Halloween (58%) than Christmas, with two thirds admitting to attending or hosting Halloween house parties.
Following the release of the highly anticipated Beetlejuice sequel in early September, Beetlejuice-mania is already becoming a major trend for Halloween 2024. Research found that 45% of Brits have already seen or are planning to see the film and move over Harley Quinn, Wednesday Adams and Barbie, because this year, 16% of Halloween-celebrating Brits will dress as the iconic Beetlejuice, rising to over a third of Gen Z (35%).
Finally, the ever-expanding appeal of Halloween has led to the food and drink sector moving beyond sweets and confectionery, with Halloween-themed cakes and baked goods identified as one of the biggest-growing categories. Nowadays, Halloween-themed dinners have become more commonplace too, with the research showing that almost a quarter (23%) of Brits enjoy Halloween picky-teas.
Speaking of a nation’s growing passion for spooky season, Jade Cooper, Halloween Buyer at Asda said, “Halloween is a celebration much-loved by so many of our customers, and our Halloween grocery, home and fashion ranges have had to evolve every year to keep up with shoppers’ needs. Nowadays Halloween has a multi-generational appeal, which our range reflects, from family pyjamas, confectionery and craft kits, to aesthetically trendy miniature and ‘ghost’ pumpkins and elegant homeware.
Spooky Season continues to grow, year on year, and our teams work hard to reflect the latest trends and needs across our product ranges. But how exactly has Halloween evolved over time? This year, we’re sharing our first ever round-up of emerging and growing Halloween trends, so read on to find out more…”
Asda’s full Halloween trends report is available to view at: https://corporate.asda.com/
So, whether you’ll be embracing Halloween food and drink, homeware or fashion this year, Asda and George have everything you need, and at fantastic prices. With party food from just 79p, trick or treats from £1 and costumes from just £7, indulging in the joys of spooky season doesn’t have to mean worrying your wallet. Shop here at Asda.com and George.com.
