UK Halloween and Bonfire Night Market Report 2023
£ 2,195 (Excl.Tax)
Description
2023 was a record year for consumer spending on both Halloween and Bonfire Night. In this market report, Mintel explores the trends that drove the market and analysis opportunities for growth in 2024 and beyond.
A summary of the core topics and a selection of key insights analysed in the full report are detailed below.
Key Issues Covered in this Report
- Market size and analysis of Halloween and Bonfire Night spending in 2023.
- Products purchased for Halloween and Bonfire Night 2023.
- Activities taken part in for Halloween and Bonfire Night 2023.
- Attitudes towards Halloween and Bonfire Night.
- Halloween and Bonfire Night new product development and innovations.
- Key Halloween and Bonfire Night advertising campaigns.
Halloween and Bonfire Night 2023 Market Overview
Halloween spending topped £1bn in 2023, and consumer spending on bonfire night saw an increase of almost 20%. This was driven by a significant uptick in spending from younger generations, 16-34 year-olds were the highest spending age group by far for both occasions. Continued growth in the market will be dependent on leveraging the emotional connection younger shoppers have with both events. Here the focus should be on invoking positive memories with nostalgic products.
Halloween and Bonfire Night 2024 – Opportunities for growth
Lean into nostalgia
Retailers should be strengthening the emotional connection younger generations have during Halloween with products that help invoke past memories around popular activities such as pumpkin carving and trick-or-treating.
Highlight sustainability efforts
Awareness of the throwaway nature of many products during Halloween provides an opportunity for retailers and brands to engage with consumers who are concerned about the environmental impact and are looking for more sustainable options. Retailers can stand out by taking a stand on sustainability issues that will be appreciated by shoppers who are eco-conscious and looking to stretch their money further.
Purchase the full report to learn more about the Halloween and Bonfire Night Retail Market, as well as more expert recommendations for growth in 2024.
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Expert Analysis from a Retail Specialist
This report, written by Emily Viberg, a leading retail analyst, delivers in-depth commentary and analysis to highlight current trends in the UK Halloween and Bonfire Night Retail Industry and add expert context to the numbers.
A record Halloween and Bonfire Night in 2023 was driven by younger shoppers who were happy to use both events as an excuse to socialise and treat themselves.
Emily Viberg
Retail Analyst
Table of Contents
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- Key issues covered in this Report
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Executive Summary
- Opportunities for Halloween and Bonfire Night 2024
- Market dynamics and outlook
- Graph 1: breakdown of consumer spending on Halloween, 2023
- Graph 2: breakdown of consumer spending on Bonfire Night , 2023
- What consumers want and why
- Graph 3: Halloween products bought, 2020-2023
- Graph 4: Bonfire Night products bought, 2020-2023
- Graph 5: spending on Halloween products, 2020-2023
- Graph 6: spending on Bonfire Night products, 2020-2023
- Graph 7: Halloween and Bonfire Night activates, 2023
- Graph 8: the impact of the cost-of-living crisis on Halloween and Bonfire Night, 2023
- Graph 9: attitudes towards sustainability at Halloween/Bonfire Night, 2023
- Graph 10: Halloween and Bonfire Night shopping behaviours, 2023
- Retailer activity
- Graph 11: Halloween NPD, by super category, 2019-2023
- Graph 12: Halloween NPD by ultimate company, 2023
- Graph 13: Halloween NPD by sub-category, 2023
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Market Dynamics
- Halloween and Bonfire Night market size
- Graph 14: estimated spending on Halloween and Bonfire Night, 2021-2023 (£m)
- Graph 15: breakdown of consumer spending on Halloween , 2023
- Graph 16: breakdown of consumer spending on Bonfire Night , 2023
- Macro-economic factors
- Graph 17: GDP, 2021-2023
- Graph 18: CPI inflation rate, 2021-23
- Graph 19: “Are you expecting to do any of the following as a result of rising prices? Please select all that apply.”, 2023
- Graph 20: The financial wellbeing index, 2016-23
- Graph 21: The financial confidence index, 2016-23
- Graph 22: breakdown of the population of the UK, 2023-2033(proj)
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What Consumers Want and Why
- Halloween and Bonfire Night purchasing in 2023
- Graph 23: purchasing levels for Halloween and Bonfire Night products, 2020-23
- Graph 24: Bonfire purchasing levels, by age, 2021-2023
- Graph 25: Halloween purchasing levels, by age, 2021-2023
- Graph 26: Halloween and Bonfire Night purchasing, by household income, 2023
- Graph 27: Halloween products bought, 2020-2023
- Graph 28: Bonfire Night products bought, 2020-2023
- Amount spent for Halloween and Bonfire Night in 2023
- Graph 29: spending on Bonfire Night products, 2020-2023
- Graph 30: spending on Halloween products, 2020-2023
- Graph 31: consumer spending on Bonfire Night, 2020-2023
- Graph 32: consumer spending on Halloween , by age, 2020-2023
- Graph 33: how much they spent on Bonfire Night products, 2023
- Graph 34: how much they spent on Halloween products, 2023
- Halloween and Bonfire Night Activities
- Graph 35: Halloween and Bonfire Night activates, 2023
- Graph 36: Halloween and Bonfire Night activities, by age, 2023
- Graph 37: Halloween and Bonfire Night activities, by age, 2023
- Graph 38: Halloween and Bonfire Night activities, 2023
- The impact of cost-of-living crisis on Halloween and Bonfire Night
- Graph 39: the impact of the cost-of-living crisis on Halloween and Bonfire Night, 2023
- Graph 40: the impact of cost-of-living on Halloween and Bonfire Night, 2023
- Sustainable Halloween and Bonfire Night behaviours
- Graph 41: attitudes towards sustainability at Halloween/Bonfire Night, 2023
- Graph 42: attitudes towards drone displays, 2023
- Graph 43: “I would like retailers to provide more ways to recycle old Halloween/Bonfire Night items”, by children in household, 2023
- Attitudes towards Halloween and Bonfire Night 2023
- Graph 44: agreement with “I think celebrating Halloween/Bonfire Night is a good way to lift people’s moods”, by age, 2023
- Graph 45: agreement with “Halloween/Bonfire Night makes me feel nostalgic”, by age, 2023
- Halloween and Bonfire Night shopping behaviours
- Graph 46: Halloween and Bonfire Night shopping behaviours, 2023
- Graph 47: agreement with “I enjoy going in-store to get inspired for Halloween/Bonfire Night celebrations”, by age, 2023
- Graph 48: agreement with “I enjoy going in-store to get inspired for Halloween/Bonfire Night celebrations”, by working situation, 2023
- Graph 49: agreement with “I am more interested in buying generic autumnal themed items compared to specific Halloween/Bonfire Night items”, by household income, 2023
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Retailer Activity
- Halloween and Bonfire Night new product development and innovations
- Graph 50: Halloween NPD, by super category, 2019-2023
- Graph 51: Halloween NPD by ultimate company, 2023
- Graph 52: Halloween NPD by sub-category, 2023
- Graph 53: Halloween NPD, by claim, 2023
- Key new product launches for Halloween 2023
- Advertising and marketing activity
- Graph 54: recorded advertising expenditure by all retailers between September- November, 20219-2023*
- Graph 55: recorded advertising expenditure by leading retailers between September-November, 2022
- Graph 56: recorded advertising expenditure by all retailers, by media type, in October 2023
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Appendix
- Supplementary data
- Data sources and abbreviations
- Methodology
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