Waitrose Biggest Ever Halloween Sales

Waitrose reveals the new ways to have Halloween fun this year.

Halloween 2020 is set to be the biggest yet as Waitrose reveals shoppers are preparing for the season earlier than ever, with online searches for ‘Halloween’ on Waitrose.com in September up 90% and searches in the last week up 156% year-on-year.

Sales of pumpkins are storming at Waitrose, up 33% compared to this time last year and Gourds are selling well with sales up 13%. Ghost pumpkins are proving popular as Waitrose reveals it has had to increase its order by over 20% this week.

In addition to pumpkins, the retailer has seen sales of its Halloween range of napkins, plates and crackers increase by 62% compared to last year, suggesting people are getting in the Halloween spirit at home.

In recent years, we’ve embraced the trend for bigger Halloween celebrations and whilst some of the usual traditions – such as ‘trick or treating’ – will be different this year, the nation is still preparing to have Halloween fun around the home and garden.


The trend for adorning our homes in line with the seasons has been a long standing tradition and Halloween accessories and fancy pumpkin displays have become a familiar sight in homes over recent years.

As families look for ways to celebrate Halloween under different circumstances, pumpkin carving is expected to be bigger than ever and Waitrose reports that sales of its medium carving pumpkins are up 42% compared to last year, with this demand set to rise.

This year, Waitrose has added a new ghoulish delight which promises to be the perfect pumpkin addition to Halloween themed doorstep displays and spooktakular home decorating. Named the ‘Greenkin’, the new addition is a dark green pumpkin with knobbly and gnarly skin.

The ‘Greenkins’ join white Ghost Pumpkins, Gourds, mini Munchkins and two sizes of carving pumpkins at Waitrose.

In addition to carving and doorstop displays, Waitrose horticulture expert Chris Wood shares some additional ways to get creative with pumpkins this Halloween:

  • “Embrace the botanical trend and add a touch of style to this year’s pumpkins. Perfect to add a splash of natural colour to Ghost Pumpkins and make them stand out – take stems such as ferns or grasses, or other thin leaf plants, and attach them to pumpkins using adhesive.”
  • “Decorate your home with seasonal flowers and use pumpkins as a vase to display them. Seasonal garden flowers such as Rose Hips, Bloom Chrysanthemums, Dahlias and foliage such as Oak leaf are perfect for this and give a truly autumnal feel around the home.”
  • “With many shoppers rediscovering their green fingers through lockdown, use pumpkins as planters and showcase these skills. Add colourful succulents, twigs, moss or whatever you fancy to make beautiful planters for both inside and outside the home.”

Another ‘must-have’ for this season is the autumnal wreath – new for this year, Waitrose has a range of exclusive John Lewis Halloween wreaths, and to meet demand for the sought-after decoration Waitrose has increased orders by 30%.


What’s Halloween without a bucket full of treats? While children won’t be collecting their sweet treats in the usual way, Waitrose anticipates shoppers will take inspiration from the popular Easter Egg Hunts and a Halloween Hunt around the house or garden.

Use mini munchkin pumpkins or pumpkin light holders to carve out a path and hide treats and fun novelty Halloween-themed gifts along the way.

With annual searches for ‘Halloween chocolate’ and ‘Halloween sweets’ up 1267% and 134% respectively on Waitrose.com, it appears parents are already planning for 31st October.


Following the popularity of its virtual cooking classes for children this summer, Waitrose Cookery School is offering a free virtual cook-along to celebrate Halloween on Saturday 31st October at 10am.

For budding little chefs who want to create a spooktacular creation, the course will see children whip up Monster Chocolate Cupcakes – a one-eyed monstrous chocolate delight with grizzly green swirls of icing which despite its gruesome appearance is sure to delight!

Kirsty Scott from the Waitrose Cookery School comments: “We are looking forward to joining families in their own kitchens for some Halloween hocus pocus and fun. I’m sure everyone will love the BOO-tiful bake our chefs have created for this very special Halloween half-term cook-along. Join if you dare!”

A full list of ingredients and equipment will be shared upon sign up to ensure everyone has everything they need to create the recipe. To book the free 30 minute course visit: experiences.waitrose.com

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