UK shopper traffic on Halloween is expected to rise by 7% when compared to the daily average, according to global retail intelligence specialist, ShopperTrak, as UK consumers embrace the festival and it becomes an established retail event.
Key findings:
• Halloween shopper traffic will increase 7% on the daily average
• This, ShopperTrak, suggests is due to the continued adoption of Halloween by UK shoppers, with £320m sales expected to be made on Halloween purchases this year, up 3.2% YOY
• It also corresponds to retailer adoption – now the third biggest retail sales event after Christmas and Easter – with brands, such as Morrisons and beauty brand, Illamasqu, who are increasingly using the event – not just through merchandise – but also experiential Halloween themed events in-store
• Due to the day Halloween falls (Tuesday), there will be a ‘double spike’ in footfall, with shopper traffic rising 1.5% versus the average weekend this weekend (28 and 29 October), before the main spike of footfall on Halloween itself next week
With an estimated £320m of sales expected to be made on Halloween purchases – up 3.2% year-on-year* – this year marks a growing shift in the adoption of the festival by UK consumers.
• Halloween shopper traffic will increase 7% on the daily average
• This, ShopperTrak, suggests is due to the continued adoption of Halloween by UK shoppers, with £320m sales expected to be made on Halloween purchases this year, up 3.2% YOY
• It also corresponds to retailer adoption – now the third biggest retail sales event after Christmas and Easter – with brands, such as Morrisons and beauty brand, Illamasqu, who are increasingly using the event – not just through merchandise – but also experiential Halloween themed events in-store
• Due to the day Halloween falls (Tuesday), there will be a ‘double spike’ in footfall, with shopper traffic rising 1.5% versus the average weekend this weekend (28 and 29 October), before the main spike of footfall on Halloween itself next week
Additionally, a spike in footfall is also expected over the weekend prior to Halloween with shopper traffic up 1.5% above an average weekend on Saturday 28 October and Sunday 29 October.
Steve Richardson, UK and MEA Director at ShopperTrak, commented: “We’ve seen a steady growth in the adoption of Halloween both by consumers and retailers. The festival now presents the third largest retail event after Christmas and Easter in terms of sales and, this year, the trend continues with an expected increase in shopper traffic of 7% on the daily average on 31 October.
Retailers aren’t just relying on Halloween themed products or confectionery to drive interest in the event; many are using in-store experiences to draw consumers into their bricks-and-mortar outlets, whether it’s pumpkin carving classes that are being offered by Morrisons or Halloween inspired make-up tutorials by the likes of beauty brand, Illamasqua.
Interestingly, because Halloween falls on a Tuesday this year, we’ll see a double spike in footfall, with a smaller increase in shopper traffic hitting the weekend before Halloween (28 and 29 October) – up 1.5% on the weekend average – before the main increase on Halloween itself.”