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BizReport : Ecommerce archives : October 22, 2014

Spending up but enthusiasm down for Halloween celebrations in the UK

Spending on Halloween may be up in the UK, but research from Webloyalty found that celebrating the spooky occasion isn't as popular among Brits as it once was, and half of those surveyed won't even be answering the door to trick or treaters.

by Helen Leggatt

According to Alastair Lockhart, Insight Director at Savvy Marketing, Halloween has become one of the most lucrative events of the year in the U.K.

"In 2014 just over one-third of shoppers tell us that they are likely to celebrate Halloween, and based on analysis of our research, we estimate the event will be worth £283.4 million (US$457 million) to UK retailers this year," said Lockhart.

However, not everyone in the U.K. is relishing the idea of doors being knocked at night by dressed-up children demanding tricks or treats. According to research just published by ecommerce partner Webloyalty, half (50.4%) of Brits won't be opening the door to trick or treaters and 4.2% will tell the creepy visitors to go away.

However, Webloyalty's research found that Halloween spending is forecast to be up on last year, despite negative attitudes towards the occasion. A whopping 91.9% believe that trick or treating is either a nuisance, intimidating or dangerous for children. Furthermore, 25.2% don't think Halloween should be celebrated in the UK and 63% believe it to be a purely commercial opportunity.

"It's interesting to see that consumer attitude and projected spend do not always match up" said Guy Chiswick, Managing Director of Webloyalty Northern Europe. "The results show that Halloween spending is up, despite such negative feelings towards trick or treaters, and the general acceptance that Halloween is purely a commercial opportunity. Shoppers are embracing Halloween, while having a stronger affinity to celebrations such as Bonfire Night, but this isn't reflected in the sales figures with less than a fifth of us spending on Bonfire Night."

Image via Shutterstock

Tags: consumer survey, Halloween, UK

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