No tricks, just treats as Halloween spending forecast to top £700m

• 72 percent of Halloween shoppers wanted healthier food and drink options alongside traditional sweet treats
• Social media set to cast its spell on Halloween shopping, with 73 percent inspired to make purchases

New research launched by retail and shopper marketing agency Savvy, has forecast UK Halloween spending to reach £705m this year, up 6 percent on 2025, as the event falls on a Saturday and shoppers prepare for parties, fancy dress and decorated homes.

The online panel survey of 1,002 UK shoppers found that 46 percent planned to celebrate Halloween in some way, rising to 78 percent among families. Spending on sweets, costumes and make-up, and home decorations was forecast to increase. Alcoholic drinks were expected to be the fastest-growing category, with sales up 13 percent, boosted by the Saturday timing.

The findings highlighted an occasion that increasingly reaches beyond trick-or-treating. Among Halloween shoppers, 45 percent, said they planned to decorate their home or garden and 42 percent expected to wear a costume or fancy dress. Around a third planned to attend a Halloween party or gathering, while 22 percent expected to host one themselves.

Giving treats to trick-or-treaters remained the most popular activity, planned by 63 percent. However, the mix of celebrations creates opportunities across food, drinks and products that help shoppers prepare their homes and get dressed up.

Shoppers seek healthier Halloween treats

Food remains central to Halloween, but the research found that shoppers wanted greater choice. While 72 percent said they would consider buying Halloween sweets or chocolate, the same proportion said they would like to see healthier Halloween food and drink options.

Interest also extended beyond sweet treats. More than half said they would consider buying Halloween-themed savoury snacks, while 48% would consider ready-to-eat Halloween party food. Almost a quarter said they would consider Halloween-themed low or no-alcohol drinks.

Alastair Lockhart, Insight Director at Savvy, commented: “With Halloween landing on a weekend, more shoppers are making the most of the event, decorating their homes and gardens, attending parties and getting dressed up in fancy dress.

We’re also seeing the health trend shaping shopper demand. While Halloween is traditionally associated with sweets and other treats, our research found that 72 percent of Halloween shoppers would like to see healthier Halloween food and drink options.”

Affordable celebrations and seasonal ranges

Budget pressures continued to influence how shoppers intended to celebrate. Some 71 percent of Halloween shoppers said they wanted to mark the occasion without spending a lot. However, 79 percent said it was important to make the most of events like Halloween despite cost-of-living pressures.

The findings suggested that shoppers wanted affordable ways to make the occasion feel special. Seasonal ranges also had a receptive audience: 82 percent said they liked seeing their favourite brands create Halloween special editions, while 87 percent said they enjoyed browsing Halloween products.

Social inspiration could translate into purchases

Social media was also found to be shaping Halloween shopping intentions. Some 73 percent of Halloween shoppers said they were likely to buy something for the occasion inspired by their social media feed.

For retailers and brands, this creates an opportunity to connect Halloween inspiration with accessible products, from party food and themed drinks to decorations and fancy dress.

Image courtesy of Pexels. Photo credit: Olia Danilevich.