This Halloween, it’s the parents who are the ones to fear, as new research from Asda reveals that nearly a quarter (24%) of sneaky parents admit to stealing sweets from their child’s trick-or-treat stash. With 11.8 million families expected to partake in trick or treating this year, that equates to a huge 2.8 million parents engaging in this sweet-centred stealing.Research found that Newport, Wales is home to the most pilfering parents, with 50% admitting to stealing their child’s sweets after Halloween night concludes. Blackpool and Derry took second and third place, while Middlesbrough was found to have the most honest parents, with only 7% admitting to taking their children’s sweets. The top 10 list is as follows:
1. 50% – Newport
2. 34% – Blackpool
3. 33% – Derry
4. 32% – Leicester
5. 31% – Liverpool
6. 29% – Walsall
7. 29% – Newcastle upon Tyne
8. 28% – Chelmsford
9. 27% – Kingston upon Hull
10. 26% – Sheffield
11. 25% – Warrington
With families across the UK set to head out trick or treating on 31st, the research revealed some further frightening figures. Households across the UK are running out of sweets less than hour and a half (87 minutes) after the first knock on the door, with 28% admitting to having to turn trick or treaters away. Whilst three in 10 (30%) say they buy more sweets now compared to five years ago, it looks like the average 2.4kg of sweets that Halloween hosts buy in isn’t quite enough to last the night! This combined with thieving parents means there might be a sweetie shortage on the horizon.
Commenting on the research, an Asda spokesperson said: “Halloween is a celebration much-loved by so many of our customers, and trick or treating is a key part of the celebration. But the research shows that with pilfering parents and under-prepared households, the biggest fright this Halloween could be the lack of sweet treats!
“At Asda, our mission is to make sure that families can get everything they need under one roof – so we’ve got incredible offers on our trick or treat range meaning households can stock-up without breaking the bank!”
This year, Asda expects to sell 6.4 million Halloween trick or treat products, with its 2 for £4 fun size bags predicted to be a customer favourite. The retailer also expects the most popular days for customers to buy trick or treating sweets are to be Wednesday the 30th and Halloween itself.
Asda’s range of Halloween treats, such as its Horror Emporium Milk Chocolate Popping Candy Eyeballs (£1), have already proven irresistible to both children and adults alike, boasting several five-star reviews. In one online review, a customer shared “These little things are sooo good I just can’t help myself I always go back for more” with another saying “Absolutely amazing. Best chocolate out there. We wait all year for Hallowe’en so we can buy loads of these. I wish they’d sell them all year.”
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.
Asda’s full Halloween trends report is available to view at https://corporate.asda.com/
