New research reveals top Halloween trends and consumer spending plans

There is mixed news for retailers this Halloween as consumers plan to spend less overall, but are turning to the high street and supermarkets rather than following online trends.

Conducting its annual look at the spooky season spending habits of the nation, product intelligence business, Vypr has found that while a third (31 percent) of people intend to spend less this year, just one in 10 will spend considerably less than in 2024 and almost two-thirds will spend the same (61 percent).

The main way shoppers are planning to reduce budget is on sweets for trick or treaters with 11 percent buying less. In the national research, consumers were asked if the recent volume promotion rules for HFSS would have an impact on their spending and while 31 percent will buy less, a significant 41 percent are not concerned and a further 28 percent haven’t decided what they will spend yet.

Ben Davies, founder of Vypr, commented: “Though the new HFSS rules now restrict volume promotions on traditional treats purchased for Halloween, branching out into other categories with Halloween-themed savoury snacks, ready-made cakes and soft drinks offer sales opportunities. 51 percent of shoppers will be seeking these out as the most popular items for 31st October.”

Late food shopping decisions are also reflected in plans to decorate homes. Almost half of consumers (46 percent) say they plan to decorate in mid-October and a significant 24 percent will just decorate the day before, showing there are opportunities for retail sales right until the last minute. With 38% planning to spend £11–£20 on decorations  – an increase on 2024 spend levels on decorations – this represents a great opportunity even if decoration sales have been slow to date.

When considering a theme for Halloween celebrations, the biggest proportion of consumers – almost one in two – say they are influenced by what’s in the shops. Despite 31 percent claiming to be influenced by social media, key Halloween social trends this year such as pastels, whimsigoth, and pink disco are not being followed. Consumers instead are opting for an organic natural theme for 27 percent, a ‘classic spooky’ for 22 percent and ‘witchy vibes’ for 15 percent.

Ben Davies, founder of Vypr, commented: “Halloween appears to get bigger and bigger each year and the volume of autumnal and Halloween-themed home decorations is a key trend that cannot be ignored. Bricks and mortar retailers should take confidence that they are getting their ranges right as consumers look to them for what is trending this season.

Further retail confidence should be gained by the fact that despite enormous volumes of viral Halloween content on TikTok, the vast majority of consumers (73 percent) have never bought a Halloween product from TikTok Shop. However, this is something we may see grow in 2026.”

Of the main social media trends, just 1 in 10 are opting for a vintage Halloween theme and 5 percent are going for Alice in Wonderland. 13 percent of consumers are still influenced by horror films with the raft of new movie releases providing inspiration.

It’s not a great story for sustainable Halloween products with 58 percent not willing to invest more in eco-friendly Halloween costumes and there is a total lack of interest in sustainable packaging for 39 percent of UK consumers. Just over a third (34 percent) say it is somewhat important to choose ethical or vegan sweet brands but the majority (57 percent) are uninterested.

Image courtesy of Unsplash. Photo credit: Toa Heftiba.