UK Halloween spending is forecast to reach £705m this year, up 6% on 2025, as the event falls on a Saturday, according to new research by retail and shopper marketing agency Savvy.
The online panel survey of 1,002 UK shoppers found that 46% planned to celebrate Halloween in some way, rising to 78% among families.
Alcohol and celebrations drive growth
Spending was forecast to increase generally, with alcoholic drinks expected to be the fastest-growing category, up 13%, boosted by the Saturday timing.
The findings highlighted an occasion that increasingly reaches beyond trick-or-treating. Among Halloween shoppers, 45% said they planned to decorate their home or garden and 42% expected to wear a costume or fancy dress. Around a third planned to attend a Halloween party or gathering, while 22% expected to host one themselves.
Healthier options in demand
Giving treats to trick-or-treaters remained the most popular activity, planned by 63%. However, the mix of celebrations creates opportunities across food, drinks and products that help shoppers prepare their homes and get dressed up.
Food remains central to Halloween, but the research found that shoppers wanted greater choice. While 72% 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.
Budget pressures and social media influence
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% of Halloween shoppers would like to see healthier Halloween food and drink options.”
Budget pressures continued to influence how shoppers intended to celebrate. Some 71% of Halloween shoppers said they wanted to mark the occasion without spending a lot. However, 79% 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% said they liked seeing their favourite brands create Halloween special editions, while 87% said they enjoyed browsing Halloween products.
Social media was also found to be shaping Halloween shopping intentions. Some 73% of Halloween shoppers said they were likely to buy something for the occasion inspired by their social media feed.
