It’s all a bit spooky. After years of scarily good sales, value sales of Halloween goods were up just 0.6% to £143.1m last year [IRI 4 w/e 31 October 2015]. Chillingly, even ‘trick or treat’ favourite confectionery fell 2.6%. 

Given the effort and investment made by brands and retailers alike to successfully drive Halloween as a seasonal event to match Valentine’s Day and Easter over the last few years, this lacklustre performance is surprising. So how do they plan to impress shoppers and convince them that Halloween 2016 will be creepier and crawlier than ever before?