Happy Halloween to be followed by buoyant Black Friday, GlobalData

Halloween proved a treat for retailers as 51.5% of UK consumers spent on the occasion, according to GlobalData.

Appetite for US imported retail occasions is stronger than ever, with the company also forecasting a 3.1% increase in Black Friday spend this week.

Emily Salter, Retail Analyst for GlobalData comments: “More consumers bought clothing and costumes, driven by 16-34 year olds participating in Halloween events where dressing up is encouraged. Additionally, clothing retailers including Asos and Topshop launched Halloween discounts across their websites on the day of the event, using the occasion as an excuse to drive sales across the board.”

Having a store in a convenient location was the fourth highest driver of retailer selection for Halloween decorations, as grocers stocked ranges in their smaller urban locations. Mobiles became the top device used for browsing decorations, driven by social media content and convenience.

Salter concludes: “In order for retailers to attract Halloween shoppers in 2019, value for money must be emphasised as discounters and grocers continued to dominate the retailers used across product categories. Value for money remained the top driver of retailer choice for Halloween clothing and costume products, and quality increased in importance, driven by the health and safety concerns surrounding children’s costumes and consumer desire to wear items multiple times.”