Halloween spending will reach £705m this year, up 6% on 2025, as shoppers prepare for parties, fancy dress and decorated homes on a Saturday night.
An online panel survey of 1,002 UK shoppers by retail and shopper marketing agency Savvy found that 46% planned to celebrate Halloween in some way, rising to 78% among families. Spending on sweets, costumes and make-up, and home decorations, was forecast to increase.
Alcoholic drinks were expected to be the fastest-growing category, with sales up 13%, boosted by the event falling on a Saturday this year.
The findings highlighted that celebrations will extend beyond trick-or-treating. Among Halloween shoppers, 45% said they planned to decorate their home or garden and 42% expected to wear a costume or fancy dress. Around a third planned to attend a Halloween party or gathering, while 22% expected to host one themselves.
Giving treats to trick-or-treaters remained the most popular activity, however, planned by 63%.
While 72% said they would consider buying Halloween sweets or chocolate, the same proportion said they would like to see healthier Halloween food and drink options, rising to 77% among shoppers with young families.
Interest also extended beyond sweet treats. More than half said they would consider buying Halloween-themed savoury snacks, while 48% would consider ready-to-eat Halloween party food. Almost a quarter said they would consider Halloween-themed low or no-alcohol drinks.
Seasonal ranges also had a receptive audience as 82% said they liked seeing their favourite brands create Halloween special editions, while 87% said they enjoyed browsing Halloween products.
Budget pressures continued to influence how shoppers intended to celebrate. Some 79% said it was important to make the most of events like Halloween despite cost of living pressures, although 71% of Halloween shoppers said they wanted to mark the occasion without spending a lot.
Alastair Lockhart, insight director at Savvy, said: “With Halloween landing on a weekend, more shoppers are making the most of the event, decorating their homes and gardens, attending parties and getting dressed up in fancy dress.
“We’re also seeing the health trend shaping shopper demand. While Halloween is traditionally associated with sweets and other treats, our research found that 72% of Halloween shoppers would like to see healthier Halloween food and drink options.”
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