Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Seasonal Shopping (Autumn/Winter) - UK - April 2016

“The value of autumn events rose by an estimated 5.8% in 2015, driven by increased spend on Halloween among young families and Millennials, and continued high purchasing levels for back-to-school. Overshadowed by these events and the Christmas build-up, the retail boost from Bonfire Night is relatively small. The supermarkets dominate these events, yet competition is mounting from the discounters and pureplays.”
– Alice Goody, Retail Analyst

This report answers the following questions:

  • What are the prospects for the back-to-school market?
  • What is driving growth in the Halloween market?
  • How have the supermarkets fared? What are the opportunities and challenges facing them?

Back-to-school is the second largest seasonal event behind Christmas; most of parents make a purchase for their child in time for the school term. The market remains highly price-sensitive, yet a willingness to trade up suggests potential for future growth. The retail boost from Bonfire Night is relatively small, overshadowed by Halloween and the pre-Christmas build-up. Millennials have emerged as a key consumer group driving spend on Halloween.

This Report focuses on the key seasonal events in the autumn – back-to-school, Halloween and Bonfire Night.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Seasonal events market sizes
                • Figure 1: Estimated Autumn/Winter seasonal events market size (Including VAT), 2015
              • Retail sales in autumn/winter
                • Figure 2: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by autumn/winter months, 2013-15
              • The consumer
                • Bonfire Night purchasing overshadowed by Halloween
                  • Figure 3: Spending on Halloween and Bonfire Night, December 2015
                • UK consumers get in the spirit of Halloween
                  • Figure 4: Participation in Halloween activities, December 2015
                • The supermarkets dominate
                  • Figure 5: Retailers used when purchasing for Halloween and Bonfire Night, December 2015
                • A third spent more on Halloween in 2015
                  • Figure 6: Attitudes towards Halloween and Bonfire Night, December 2015
                • 80% of parents purchase for back-to-school
                  • Figure 7: Products purchased for the start of the 2015-16 school year, December 2015
                • Amazon ranks third for back-to-school purchasing
                  • Figure 8: Retailers used for purchasing for the start of the 2015-16 school term, nets, December 2015
                • Parents are willing to trade up on school uniform
                  • Figure 9: Attitudes towards back-to-school, December 2015
                • What we think
                • Issues and Insights

                  • What are the prospects for the back-to-school market?
                    • The facts
                      • The implications
                        • What is driving growth in the Halloween market?
                          • The facts
                            • The implications
                              • How have the supermarkets fared? What are the opportunities and challenges facing them?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Seasonal events market size
                                      • Favourable economic conditions
                                        • Change to school leaving age legislation
                                        • Market Size

                                          • Favourable economic conditions
                                            • Back-to-school worth £580 million
                                              • Changes to school leaving age legislation
                                                • Halloween delivers strong growth
                                                  • Bonfire Night overshadowed by other events
                                                    • Figure 10: Estimated Autumn/Winter seasonal events market size (Including VAT), 2015
                                                • Retail Sales across the Year

                                                  • Autumn takes greatest share of retail spend
                                                    • Figure 11: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by season, 2015
                                                  • By month, December dominates by far…
                                                    • Figure 12: Value of all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2015
                                                  • …yet, in 2015, December sales were down year on year
                                                    • Figure 13: Annual percentage change in all retail sales (excluding fuel) at current prices, non-seasonally adjusted, by month, 2015
                                                  • Retail sales by category
                                                    • Figure 14: Value of leading category retail sales at current prices, non-seasonally adjusted, by month, 2014-15
                                                  • Autumn and winter events in focus
                                                    • Figure 15: Value of retail sales (excluding fuel) at current prices, non-seasonally adjusted, by autumn/winter months, 2013-15
                                                    • Figure 16: Annual percentage change in leading category retail sales at current prices, non-seasonally adjusted, by month, 2015
                                                • Online Retail Sales across the Year

                                                    • November is the biggest month for online
                                                      • Figure 17: Online retail sales as a percentage of all retail sales, monthly, 2014-15
                                                      • Figure 18: Value of all online retail sales at current prices, non-seasonally adjusted, by month, 2014 and 2015
                                                    • January boasts highest year-on-year growth
                                                      • Figure 19: Annual percentage change in all online retail sales at current prices, non-seasonally adjusted, by month, 2015
                                                    • Online retail sales by category
                                                      • Figure 20: Online retail sales as a percentage of all retail sales, by category, monthly, 2014 and 2015
                                                  • Advertising Spend across the Year

                                                    • Advertising peaks in November
                                                      • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, 2015
                                                      • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, monthly as a % of total spending, 2015
                                                    • Back-to-school advertising: M&S focuses on innovation
                                                      • Figure 23: Selected leading retailers’ above-the-line, online display and direct mail advertising expenditure on back-to-school products, 2013-15
                                                      • Figure 24: Marks and Spencer’s ‘First Day of School’ television advert, 2015
                                                    • Halloween advertising: Asda leads the pack
                                                      • Figure 25: Selected leading retailers’ above-the-line, online display and direct mail advertising expenditure on Halloween products, 2013-15
                                                      • Figure 26: Asda’s Halloween-related Facebook posts, 2015
                                                    • Bonfire Night advertising: Morrisons investment pays off
                                                      • Figure 27: Selected leading retailers’ above-the-line, online display and direct mail advertising expenditure around Bonfire Night, 2013-15
                                                    • Television is the dominant channel
                                                      • Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers during the autumn and winter months, by media type, 2015
                                                    • Nielsen Media Research coverage
                                                    • Launch Activity and Innovation

                                                      • Back-to-school
                                                        • Marks and Spencer’s innovative approach
                                                          • Aldi introduces most affordable uniform to date
                                                            • Sainsbury’s launches Tu online in time for autumn/winter events
                                                              • Pep&Co and FG4 take on school wear market
                                                                • Halloween
                                                                  • The Co-op’s ‘Local Shop of Horrors’
                                                                    • Nisa to ‘have a hoot’ this Halloween
                                                                      • Asda’s augmented reality monster campaign
                                                                        • Harrods’ Halloween themed conserves
                                                                          • Other events
                                                                            • Tesco joins in Diwali celebrations
                                                                              • Tesco celebrates the nations for Rugby World Cup
                                                                              • The Consumer – What You Need to Know

                                                                                • Bonfire Night purchasing overshadowed by Halloween
                                                                                  • Parents of young children and Millennials drive seasonal spend
                                                                                    • One in five young Millennials dresses up on Halloween
                                                                                      • Supermarkets dominate
                                                                                        • A third spent more on Halloween in 2015
                                                                                          • Pet owners are a key demographic for retailers to target
                                                                                            • 80% of parents purchase for back-to-school
                                                                                              • Amazon gains more back-to-school shoppers than Sainsbury’s
                                                                                                • Parents shop around the lowest prices…
                                                                                                  • …yet they are willing to pay more for school uniform innovations
                                                                                                    • Millennial parents the most influenced by advertising
                                                                                                    • Halloween and Bonfire Night – Purchasing

                                                                                                      • Four in ten spend on Halloween
                                                                                                        • Figure 29: Spending on Halloween and Bonfire Night, December 2015
                                                                                                      • Parents and Millennials are the key consumer groups
                                                                                                          • Figure 30: Product purchasing for Halloween and Bonfire Night - parents, non-parents and Millennials, December 2015
                                                                                                        • Halloween generates multiple product purchases
                                                                                                          • Figure 31: Repertoire of types of product purchased for Halloween and Bonfire Night, December 2015
                                                                                                          • Figure 32: Repertoire of product types purchased for Halloween – Parents, December 2015
                                                                                                        • Amount spent on Halloween and Bonfire Night
                                                                                                          • Figure 33: Amount spent on Halloween and Bonfire Night, December 2015
                                                                                                      • Participation in Halloween Activities

                                                                                                        • 13% of UK consumers carved a pumpkin
                                                                                                          • Figure 34: Participation in Halloween activities, December 2015
                                                                                                          • Figure 35: Participation in Halloween activities and products purchased for Halloween, December 2015
                                                                                                        • East Midlands the least interested in Halloween activities
                                                                                                          • One in five young Millennials dresses up for the occasion
                                                                                                            • Figure 36: Activities participated in for Halloween – Parents of young children, December 2015
                                                                                                        • Halloween and Bonfire Night – Retailers Used

                                                                                                          • Supermarkets dominate
                                                                                                            • Figure 37: Retailers used when purchasing for Halloween and Bonfire Night, nets, December 2015
                                                                                                            • Figure 38: Retailers used when purchasing for Halloween and Bonfire Night, December 2015
                                                                                                          • Discount sector take on the supermarkets
                                                                                                            • Figure 39: Retailers used when purchasing for Halloween and Bonfire Night, December 2015
                                                                                                          • Profile of Halloween shoppers
                                                                                                            • Figure 40: Profile of consumers who purchased for Halloween in 2015, by retailers shopped at, December 2015
                                                                                                          • Profile of Bonfire Night shoppers
                                                                                                            • Figure 41: Profile of consumers who purchased for Bonfire Night in 2015, by retailers shopped at, December 2015
                                                                                                        • Attitudes towards Halloween and Bonfire Night

                                                                                                          • A third spent more on Halloween in 2015
                                                                                                            • Figure 42: Attitudes towards Halloween, December 2015
                                                                                                          • Majority of Halloween shoppers plan their purchases
                                                                                                            • Pet owners are a key demographic for retailers to target
                                                                                                              • Consumers re-use their existing fancy dress
                                                                                                                • Bonfire Night: Organised displays are the preference
                                                                                                                  • Figure 43: Attitudes towards Bonfire Night, December 2015
                                                                                                              • Back-to-School – Purchasing

                                                                                                                • Products purchased for the start of the 2015 term
                                                                                                                  • Figure 44: Products purchased for the start of the 2015-16 school year, December 2015
                                                                                                                  • Figure 45: Products purchased for the start of the 2015-16 school year, by the age of parent’s children, December 2015
                                                                                                                • Teenagers drive stationery purchases
                                                                                                                  • Who’s buying the most?
                                                                                                                    • Figure 46: Repertoire of product types purchased for back-to-school, December 2015
                                                                                                                • Back-to-School – Amount Spent

                                                                                                                  • Just under £100 spent on uniform
                                                                                                                    • Figure 47: Amount spent on back-to-school products, December 2015
                                                                                                                  • Average spend grows in 2015
                                                                                                                    • Figure 48: Percentage change in average spend on back-to-school products, by category, 2014-15, November 2014 and December 2015
                                                                                                                • Back-to-School – Retailers Used

                                                                                                                  • Tesco and Asda resonate well with parents
                                                                                                                    • Figure 49: Retailers used for purchasing for the start of the 2015-16 school term, nets, December 2015
                                                                                                                    • Figure 50: Retailers used for purchasing for the start of the 2015-16 school term, nets, December 2015
                                                                                                                  • Discounters overtake specialists
                                                                                                                    • Profile of back-to-school shoppers
                                                                                                                      • Figure 51: Profile of consumers who purchased for back-to-school in 2015, by retailers shopped at, December 2015
                                                                                                                  • Attitudes towards Back-to-School

                                                                                                                    • Parents make considered back-to-school purchases
                                                                                                                      • Figure 52: Attitudes towards back-to-school, December 2015
                                                                                                                    • Parents willing to trade up on uniform
                                                                                                                      • Millennial parents the most influenced by advertising
                                                                                                                        • Figure 53: Attitude to the statement “Seeing a 'back-to-school' advertising campaign has encouraged me to buy from a particular store” - Older Millennials and Generation X, December 2015
                                                                                                                      • ABs choose retailers that offer personalisation
                                                                                                                        • Figure 54: Marks and Spencer’s ‘Make it Personalised’ offer on its back-to-school online homepage, 2015
                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Data sources
                                                                                                                        • Market sizes
                                                                                                                          • VAT
                                                                                                                            • Abbreviations
                                                                                                                              • Consumer research methodology

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              Seasonal Shopping (Autumn/Winter) - UK - April 2016

                                                                                                                              £2,195.00 (Excl.Tax)