Halloween is no longer just the supermarkets’ terror-tory (geddit?) but convenience stores are missing out to discounters, according to him! research amp; consulting.
Him! spoke to 2,000 UK adults and found than one-in-two intended to buy something specifically for Halloween, including confectionery (29%), pumpkins (18%), decorations (12%) and even food and alcohol (8%). The opportunity is even bigger this year as Halloween falls on a Friday (tomorrow), so even more people are predicted to join in the festivities.
So how can the UK convenience industry resurrect its Halloween sales?
Katie Littler, insights director at him! suggests: “We can get some frighteningly good ideas from the USA. US retailers have a ‘do or die’ attitude to Halloween; where there may not be a need or demand, they create one! Unavoidable displays and in-store theatre create the sense of a big ‘holiday’ which shoppers want to embrace.”
Stores in the US are lined with “trick or treat” confectionery solutions; variety bags of 50 or 100+ mini confectionery treats. But it’s not just confectionery; Texan retailer, Central Market, offers and cleverly merchandises pumpkin beer and pumpkin bread. Accessories such as cups amp; plates, trick or treat bags and decorations drive impulsive spend and grow the sense of an ‘event’ which shoppers want to be a part of. The Halloween themed party platters are also on display.
“Given that Halloween is now the third most celebrated holiday in the UK, behind Christmas and Easter, we think it’s time UK convenience stores gave Halloween a bit more bite!” adds Littler.