Halloween offers opportunities for retail, but shoppers’ enthusiasm is far from universal. Our latest research explores who embraced the occasion, how they celebrated and who would rather turn the lights off and pretend no one’s home. For retailers and brands, the challenge is to match products and occasions to different levels of engagement, rather than treating Halloween shoppers as one audience.   

Halloween divides the nation: all-in or lights-out? 

Halloween continues to divide shoppers, with this year’s research revealing particularly mixed views on the sentiment behind the event. These attitudes provide an important backdrop to participation, but it’s worth noting that celebrating Halloween doesn’t necessarily hinge on endorsing what it represents. 

For enthusiasts, Halloween is a harmless excuse to dress up, decorate, prepare themed foods or go trick-or-treating. Almost one in four respondents (24%) dressed up to mark the event this year, while a third welcomed trick-or-treaters at their front door. 

However, scepticism about Halloween remains, particularly among older shoppers. Just under half of respondents aged 65 and over (49%) disagreed with the sentiment behind the event. Separately, over half of this age group agreed that the best way to celebrate is to turn the lights off and pretend no one’s home. These findings capture both attitudes towards Halloween and a preference for avoiding doorstep participation among older shoppers. 

Halloween grows up: parents embrace the occasion  

Parents were naturally more involved in celebrating the event, with over a third (36%) heading out ‘Trick or Treat’ing with their children, and one in four taking part in pumpkin picking/carving.  

Parents of young children were also more likely than non-parents or empty nesters to mark Halloween by hosting or attending a party with other adults. This suggests that their involvement extends beyond activities with children, with adult celebrations potentially offering an opportunity to unwind. 

Parents’ engagement is, however, somewhat exposed to when Halloween falls. While 30% of respondents agreed with the statement ‘I'm more likely to celebrate Halloween when it falls on a weekend’, agreement reached 43% among parents. With Halloween falling on a Sunday in 2027, weekend celebrations remain relevant next year. Beyond 2027, however, the shift to weekdays could make participation less appealing for parents. 

From celebrations to spend: what Halloween meant for retail 

Halloween 2026 fell on a Saturday, creating a potential opportunity for retailers to cater for weekend celebrations. Warmer-than-normal conditions reported across much of the UK may also have made outdoor decorating, trick-or-treating and attending parties more appealing. 

Financial woes resulting from the Budget were somewhat parked, as only 17% agreed that the Budget outcome made them reluctant to celebrate Halloween this year. Whilst this proportion is not insignificant, for the most part spend activity was largely unaffected. Over half of shoppers (52%) said they had purchased or planned to purchase some form of Halloween product this year, reflecting the scale of opportunity for retail. Confectionery, themed foods and snacks, and pumpkins stood out among purchase categories, while 15% said they had spent or would spend on beers, wine and spirits to mark the event, as Saturday timing supported demand for such products.  

Here are some photos from our research to show how respondents celebrated this Halloween…  

Adult celebrations represent a potential retail opportunity, as 54% of respondents agree that Halloween is increasingly becoming as much an occasion for adults as it is for children. Reported spending on adult costumes only slightly lagged spending on children’s costumes, while parents were more engaged with the event and over indexed on spend across categories including decorations and party supplies.  

With Halloween falling on a Sunday in 2027, whilst engagement may be comparatively more subdued than this year, retailers and brands can continue to plan around weekend occasions. However, from 2028, the shift to weekdays makes for a more challenging backdrop. Among younger event enthusiasts, more elaborate outfits linked to cultural moments, and themed new product development offer potential routes to trade-up. Whilst range curation centred around a more mature shopper can help to tempt broader engagement with the event. 

For more event insights, please visit the ShopperVista platform. 

Find out how retailers have activated this Halloween.  

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