Leading global consumer insights agency Spark Emotions reveals what drives shopper behaviour during Britain’s fastest-growing spooky season.
As Halloween fever starts to sweep across UK retail this October, nearly half of British adults are gearing up to celebrate, with families firmly at the centre of an upbeat Halloween retail season.
According to brand new insights from Spark Emotions’ flagship Mood of the Nation report, Halloween spending expectations from UK consumers have climbed steadily since 2021. Unsurprisingly, value for money now outranks price as the defining factor for consumer choice.
This marks a powerful shift: while overall costs remain top-of-mind, the data show that shoppers this year will be seeking out quality and bundled offers that promise both value and durability, particularly when it comes to costumes and decorations.
Another standout statistic from the report shows that more than 43% of UK adults plan to celebrate Halloween. Almost half of these don’t have children, meaning Halloween is very much an event for adults too, as well as families. The data suggests that this will drive higher spend on confectionery, pumpkins, and costumes compared to previous years.
Andy Bromley, Chief Operating Officer and behavioural scientist at Spark Emotions, commented: “Halloween is no longer just about thrills and frights – it’s a trading moment where value perception and family experience shape shopper missions. Our insights show parents’ risk aversion means they’ll pay for quality if it guarantees durability, transforming how brands must communicate and bundle their Halloween offers. Retailers who invest in multi-buy deals and showcase authentic value across touchpoints will win a greater share of spend during a landmark season for UK retail.”
For retailers, this represents a critical opportunity to create excitement in-store and online through themed imagery, bundled promotions, and reviews that offer clarity and assurance for cost-conscious parents.
