UK spending on Halloween is forecast to rise 3.2% in 2025 to about £537m ($716m), but weak consumer confidence and cost-conscious behaviour mean the boost will be smaller than last year’s 4.1% increase, according to a new report.
GlobalData’s Retail Occasions: Halloween Intentions 2025 report finds that, while nearly half of UK shoppers plan to take part in Halloween activities this year, 60% of those intending to shop for the occasion expect to cut back because of financial pressures. The most pronounced retrenchment is among 25 to 34-year-olds – a key demographic for seasonal impulse purchases.
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GlobalData notes that much of the headline growth reflects price rises – particularly in food & drink – rather than a meaningful increase in consumer demand. That means retailers face a tougher sell for discretionary categories such as decorations and costumes, where shoppers are more likely to trade down or skip purchases entirely.
“Retailers should promote low-cost Halloween items such as themed candles, drinks and snacks to encourage small impulse purchases and boost volumes,” said Eleanor Simpson-Gould, senior retail analyst at GlobalData. The company recommends ranges designed to trigger affordable indulgence and curiosity rather than high-ticket buys.
The report signals clear opportunities for grocers and non-food retailers prepared to adapt assortments:
- Food & drink: Demand will centre on traditional items – pumpkins, trick-or-treat multipacks and seasonal drinks. Retailers can extract margin and interest by launching limited-edition or mystery-flavour SKUs in premium own-brand ranges, echoing moves from specialist retailers. GlobalData highlights Fortnum & Mason’s limited-edition Halloween hamper as an example of how luxury, curiosity-driven ‘productisation’ can elevate the occasion.
- Decorations and non-food: To extend relevance beyond 31 October, ranges should blend Halloween iconography with broader autumnal motifs. Lower risk, multipurpose homewares (pumpkin-inspired ceramics, table linens, candle holders) and seasonal loungewear or pyjamas create a longer selling window and higher perceived value, the report says – citing Flying Tiger’s pumpkin-themed range as a model.
- Price-focused merchandising: Emphasise low-cost addons and impulse buys to capture cautious shoppers, particularly younger adults who remain the most budget sensitive.
A deeper challenge identified by GlobalData is that a significant share of consumers view Halloween as an unnecessary expense, lacking the family-wide appeal of occasions like Mother’s Day and Christmas. Shifting that perception, the company contends, requires innovation and products that feel enduring or collectible rather than purely disposable.
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By GlobalDataFor retail executives, the implications are clear: drive footfall and basket value via affordable, curiosity-led product launches and limited editions; use premium own-brand credentials to create differentiated seasonal offers; and design non-food ranges that deliver utility through the autumn period rather than a one-day spend spike.
