With Halloween approaching, a new poll suggests Brits don't need to wait for one night a year to feel frightened – everyday scares are already making them shriek. The research, commissioned by M&M's to mark the launch of its new 'Screaming Service', found that finding a spider on your pillow is among the top things to terrify Brits, alongside a mysterious thud downstairs and walking face-first into a cobweb.
Fear is more fun when shared
According to the study, 84% of respondents said scary experiences are more likely to end in laughter than panic when shared with others. Over half (52%) agreed spooky thrills are more enjoyable with company, with 39% believing they create memorable moments and 29% thinking they help bring people closer together. This is especially true when watching horror films (20%), riding rollercoasters (24%), or braving a haunted attraction (19%).
The science behind the scream
Psychologist Kimberley Wilson suggests there is a scientific reason why frightening experiences can feel surprisingly enjoyable. She has termed it the 'Shared Shriek Effect'. "When we watch something scary, our bodies respond as if we're facing a threat. Our heart rate increases, adrenaline rises, and our attention sharpens," Wilson explained. "The difference is that our brains know we're actually safe, which allows us to experience that physical rush as excitement rather than fear."
"When we share that experience with other people, whether we're jumping, screaming or laughing together, it can create a genuine sense of connection. The scream itself also helps release the tension that's been building up, which is why laughter so often follows."
Beyond the thrill
There are benefits beyond the thrill too, with a quarter stating that being scared provides an escape from everyday life, while 24% view it as a healthy emotional release. Nearly one in five (18%) of those surveyed, via OnePoll, also believe it serves as an instant stress reliever.
Georgia Woodward from M&M's said: "We think Halloween isn't really about being scared, it's about screaming together. Our 'Screaming Service' celebrates those moments across the month of Halloween when everyone jumps at the same scenes, hides behind a cushion and ends up laughing together about it afterwards."
Top 10 things that make us scream
- Being startled by someone jumping out at you as a prank.
- Hearing a knock at the window when it's pitch black.
- Detecting an unexplained thud downstairs during the night.
- Missing a step at the bottom of the staircase.
- Spotting a spider on your pillow.
- Feeling something brush against your leg in the sea.
- Seeing a mouse dart across a room.
- Being taken by surprise by a spooky film twist.
- Someone unexpectedly shouting "boo!".
- Walking straight into a cobweb.
Five reasons we love a good scream
Fear feels different when we know we're safe – Like rollercoasters and parachute jumps, horror films let us flirt with fear. The music is eerie, the shadowy figure is getting closer, but you're still in the cinema or curled up on the sofa. That balance of danger and safety makes fear enjoyable, much like fairy tales, where children encounter witches and bears while tucked up safely in bed.
Our brains love the build-up – The suspense before the scare is often the best part. One of the biggest misunderstandings about dopamine is that it comes from the reward itself. In reality, anticipation is what matters. Your brain is constantly making predictions, and scary films excel at building suspense, keeping you guessing before delivering a jump scare or twist. That tension and release creates a deeply satisfying payoff.
Scares give us a natural adrenaline boost – When we're scared, adrenaline pumps, cortisol releases glucose to your muscles and brain, your breathing quickens, and your eyes widen to take in more information. In a real threat, we'd experience this as fear or terror. But from the safety of your home, those same sensations can feel exhilarating.
Shared screams create connection – Humans are deeply social and rely on others for emotional regulation, whether that's venting to a friend or crying with a parent. The same applies to horror films. Shared emotional experiences can strengthen feelings of connection and understanding.
The scream is a reset button – A scream is more than just a reaction. It releases the tension that's been building throughout a frightening moment. Once the scare has passed, the body begins to relax again, which is why laughter and relief so often follow immediately afterwards.
