LOOKING AHEAD… HALLOWEEN SPENDING & TRENDS IN THE UK
WEBLOYALTY & CONLUMINO
OCTOBER 2014
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Introduction
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Webloyalty 19-21 Great Portland Street W1W 8QB 020 7291 8720 [email protected] www.webloyalty.co.uk
Conlumino 7 Carmelite Street, London EC4Y 0BS 020 7936 6654 [email protected] www.conlumino.com
This research has been commissioned by Webloyalty to provide retailers with insight into the current trading environment as well as some more specific insight around Halloween trading. About Webloyalty Webloyalty is a leading reward programme provider working with major online retailers to help them build stronger, more profitable relationships with their customers. Through membership programmes we help online retail partners’ customers save hundreds of pounds a year while providing the partner with an additional revenue stream. As well as incentivising customers to make repeat purchases at the partner’s site, members can also earn cashback and get great deals on everything from fashion to electronics to travel at hundreds of top online stores. Webloyalty was established in the UK in 2007 and has since expanded into France, Spain, Ireland, Brazil, the Netherlands and Turkey. About Conlumino Conlumino is a retail research agency and consulting firm. Our work focuses on all aspects of retailing and consumer behaviour, which we deliver through bespoke reports, projects and presentations. We work with many of the world’s leading retailers, property firms and those in the financial sector to help them maximize success through developing a thorough understanding of the sector and its likely future performance.
Foreword
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Summary
A growing market Halloween now means big business for retailers. We estimate that last consumers spent £421m on all aspects of the celebration from costumes to sweets. This year, growing consumer interest means that spend is likely to be £443m, a growth of around 5.2%.
Beyond sweets and chocolate While traditionally Halloween was about buying sweets and chocolate for trick or treaters, the commercial opportunity is now far wider. Indeed, the biggest segment of the market – worth around £148m this year – is clothing and costumes. Other areas too, such as entertainment and stationery, have grown rapidly.
The majority celebrates The scale of the market is underpinned by the fact that Halloween is now a mainstream celebration in which almost 65% of UK consumers participate in some way. The most popular activity is to give out sweets to trick or treaters, which over a quarter of people do.
A commercial opportunity Despite the fact that people celebrate Halloween, a majority (63.2%) believes that it is not a real festival but a commercial opportunity. Moreover, almost 42% thinks that Halloweeen is overshadowing traditional British celebrations such as Bonfire Night.
Trick or treat less popular Although Halloween as a whole is popular, people are less happy with trick or treating. Over half say they won’t open the door to trick or treaters while just 4.6% will open the door, but only to tell them to go away. A more generous 42.4% will give sweets and 2.6% will give money.
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Spending
In 2013 we spent £420m on Halloween
Breakdown of Halloween spending 2013
Total Halloween spending
£421m
Halloween food spend
£129m
Halloween decorations spend
£87m
Halloween clothing and costume spend
£140m
Halloween entertainment and stationery spend
£65m
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Spending
In 2014 we forecast spending on Halloween will be £443m
Breakdown of Halloween spending 2014
Total Halloween spending
£443m
Halloween food spend
£132m
Halloween decorations spend
£92m
Halloween clothing and costume spend
£148m
Halloween entertainment and stationery spend
£70m
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Spending
Entertainment and stationery will see the fastest growth
Growth in Halloween spending (2013 to 2014)
5.2
2.7
6.1 5.8
7.4
Overall Food Decorations Clothing and costumes Entertainment and stationery
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Celebrations
How will you mark Halloween this year? All figures are percentages
64.5% of consumers will celebrate Halloween in some way this year
26.4
13.8
7.1 6.7 6.5 6.1 3.4 3.0 2.6 1.9 1.0
35.5
Give out sweets to trick or
treaters
Carve a pumpkin Take my kids trick or treating
Watch a horror movie at home
Dress up or put on fancy dress
Decorate the inside of the
house
Go to or host a Halloween house
party
Decorate the outside of the
house
Go to Halloween themed party in
a bar or club
Go to watch a horror movie at
the cinema
Go trick or treating myself
Do not plan to celebrate
Halloween
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Purchases
What will you purchase for Halloween this year? All figures are percentages
57% will buy something for Halloween; over half will buy chocolate
33.5
20.8 16.5
4.9 4.5 4.2 2.9 2.4 2.1 2.0 1.1 0.9 0.9 0.7
43.0
Normal chocolates and confectionery
Halloween themed
chocolate and confectionery
Pumpkin(s) Halloween costumes
(purchased)
House decorations
Alcoholic drinks
Other food Halloween tableware
Halloween costumes
(hired)
Horror films Halloween costumes for
pets
Halloween treats for pets
Halloween greetings cards
Halloween stationery
Do not intend to buy
anything
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Spending
How much will you spend on Halloween? All figures are percentages
Those who do spend will part with £10.77 each for Halloween
22.7% will spend
under £5
12.4% will spend
£5 -£10
7.2% will spend £10.01-£15
3.7% will spend £15.01-£20
3.2% will spend £20.01-£25
1.9% will spend £25.01-£30
3.0% will spend
£30.01+
46% say that they will spend nothing on Halloween.
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Fancy dress spending
How much will you spend on a Halloween costume? All figures are percentages
The average spend on Halloween costumes will be £17.25
2.9% will spend under £5
21.9% will spend £5-£10
21.0% will spend £10.01-£15
19.0% will spend £15.01-£20
14.3% will spend £20.01-£25
9.5% will spend £25.01-£30
7.7% will spend £30.01+
3.7% say that they will spend nothing on Halloween costumes this year.
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Buying costumes
Where do you plan to buy your fancy dress? All figures are percentages
Over a third plan to buy fancy dress from supermarkets
37.1
20.0
14.3 14.3 14.3 11.4 10.5 9.5 9.5
6.7 6.7 6.7 5.7
Supermarket chain
Amazon Discount supermarket
Pound shop or discount store
eBay Online fancy dress shop
Charity shop Independent fancy dress shop
Clothing store Department store
Argos or other catalogue retailer
Elsewhere online Other
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Where shopping
Where will you be doing your Halloween shopping this year? All figures are percentages
Halloween buying will be mostly done in physical stores
Online only
Mainly online
Both online and in-store
Mainly in-store
In-store only
2.5% 4.2% 8.8% 45.6% 38.9% Numbers may not sum to 100%; residuals are accounted for by those saying ‘don’t know’.
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Pumpkin purchasing
Aside from Halloween, how often do you buy pumpkins? All figures are percentages
Only 17% of us buy pumpkins outside of Halloween
Never
82.6%
Once a year
8.3%
Twice a year
4.0%
Three times a year
2.6%
Four or more times a year
2.5%
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Views on Halloween
Agreement and disagreement with various statements All figures are percentages
A large majority sees Halloween as a commercial opportunity
Strongly agree Agree Neutral Disagree Strongly
disagree All who
agree Halloween has nothing to do with British culture and should not be celebrated in the UK 21.8 16.8 39.1 15.4 7.0 38.6
I’m indifferent to Halloween – it has no relevance to me but I am happy for others to celebrate it 18.6 37.5 29.7 8.2 6.0 56.1
Halloween is a fun festival that we should continue to celebrate in the UK 8.1 19.4 47.0 13.0 12.5 27.5
Halloween is overshadowing traditional British events like Bonfire Night 16.3 25.5 34.8 17.9 5.5 41.8
Halloween is not a real festival, it’s just a commercial opportunity 32.5 30.7 27.7 6.1 2.9 63.2
Halloween marks the kick off for Christmas shopping 3.8 12.8 39.6 25.1 18.7 16.6
Halloween should be a festival for children, not adults 9.4 25.2 45.9 11.1 8.4 34.6
Halloween is nowadays as much for adults as it is for children 7.9 22.2 49.4 12.5 8.0 30.1
Halloween is bad as it focuses on the occult 10.8 11.9 40.9 21.8 14.5 22.7
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Trick or treating
What is your view on trick or treating? All figures are percentages
Almost a third of people think trick or treating is a nuisance
28.5% It’s a fun tradition
for children
6.9% It’s a fun tradition
but I wouldn’t take my children
out trick or treating
32.4% It’s a nuisance
for people to have to provide trick or
treaters with sweets
29.8% It’s intimidating
and makes people feel unsafe
in their own homes
29.7% It’s dangerous for
children to go trick or treating
16.2 I don’t mind
it
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Trick or treating
What will you do if trick or treaters knock at your door? All figures are percentages
Over half will not open the door to trick or treaters
50.4% I won’t open
the door
4.6% I will open the door, but
Tell them to go away
42.4% I will give them chocolate
and sweets
2.6% I will give them
money
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Halloween
© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Other celebrations
Which other celebrations will you spend money on this year? All figures are percentages
18% will spend money on Bonfire Night
Bonfire Night 18.3% will spend money on this celebration; their average spend is £21.55
Diwali 2.1% will spend money on this celebration; their average spend is £38.95
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Halloween
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Looking ahead ... Halloween October 2014
Views on Bonfire Night
18% will spend money on Bonfire Night
Agreement and disagreement with various statements All figures are percentages
Strongly agree Agree Neutral Disagree Strongly
disagree All who
agree It is much safer to go to an organised display than buy your own fireworks 48.5 32.0 16.3 2.2 1.0 80.5
It should be illegal for the general public to buy fireworks 27.3 20.1 27.9 18.6 6.1 47.4
There is far too much health and safety around Bonfire Night these days 10.9 18.9 31.5 27.2 11.4 29.8
Bonfire Night is a dying tradition 7.7 26.7 36.9 24.2 4.4 34.4
Bonfire Night is an important part of our national culture and identity 20.5 39.0 32.1 5.5 2.8 59.5
Bonfire Night is not as exciting as it used to be 18.2 34.7 36.3 8.8 2.0 52.9
Methodology About the research
Methodology
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© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720
Looking ahead ... Halloween October 2014
Methodology and sources
• A combination of consumer research, secondary research and market forecasting was used to compile this report.
• Consumer research in this report is based on a survey conducted with a UK nationally representative poll of consumers. Over 2,000 consumers were interviewed during September 2014 and questioned about their views on Halloween and their likely shopping behaviour for this event.
• All numbers relating to expenditure and forecast expenditure on Halloween products are taken from Conlumino’s own retail model. This is updated on an ongoing basis with inputs from official sources (such as the BRC and ONS), retailers’ results and trading updates, other secondary sources and industry surveys, Conlumino’s ongoing programme of research into consumer spending and habits, and underlying economic drivers and trends. Conlumino analysts both model and interpret this information to provide guidance on the likely future direction of retail expenditure at an overall, sector and category level.
• Unless otherwise stated, all sources of information are derived from Conlumino’s own research and should be referenced to Webloyalty/Conlumino.
Conlumino
020 7936 6654 [email protected]
7 Carmelite Street, London EC4Y 0BS
Webloyalty
020 7291 8720 [email protected]
19-21 Great Portland Street, London