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UK Retail Occasions: Halloween 2012

United Kingdom Halloween retail market: Celebration viewed as a secondary event


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2014-03-13 19:25:03 - UK Retail Occasions: Halloween 2012 - a new market research report on companiesandmarkets.com

With 40.8% of consumers in the United Kingdom feeling financially worse off this year compared to the last, over a third spent less this Halloween. Already viewed as a more secondary event, there was a clear willingness among shoppers to cut back on what are highly discretionary products.

Over half of consumers believe that Halloween itself is a waste of money, with just 10% citing it as an important celebration. Indeed, while 47.7% of consumers purchased at least one Halloween product, penetration in the clothing and costume, and entertainment and stationery categories was comparatively low, reflecting weak engagement overall.

Strongly tapping into prevailing price and convenience demands, the grocers were viewed as ideal destinations for Halloween products, with over two-thirds

 

 

of shoppers utilizing supermarkets for purchases. Elsewhere, value-focused general merchandisers also commanded high penetration, particularly for products such as decorations.

Penetration among younger demographics was higher, with these consumers more likely to purchase for Halloween-related social events. In particular, shoppers in the 25-34 and 35-44 age brackets were more likely to buy for their children.

Report Scope

This report provides an in-depth understanding of how consumers behaved over Halloween 2012: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people´s opinions of retailers and of what they are looking for when buying Halloween products. The report is driven by unique consumer data and interviews.

Our Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what´s happening and what it means for you.

Key Market Issues

1. Understand what´s being purchased
We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.

2. Understand where it´s being purchased
We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.

3. Explore what´s being spent
We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.

4. Understand how people are celebrating
We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.

5. Explore key issues by demographics
We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.

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Author:
Mike King
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