Irish consumers will spend approximately €41 million on Halloween this year
Two thirds say they will buy chocolates, sweets and confectionery especially for the occasion
Print16 October 2014
Irish retailers can expect a boost in sales as consumers continue to embrace Halloween as a major festival. That’s according to new research commissioned by ecommerce partner Webloyalty (www.webloyalty.ie) into Halloween spending which estimates that €41 million will be spent on the occasion this year by Irish consumers, up 5.7% from last year.
According to the research, over a third of Irish people (34.4%) plan to give out sweets to trick-or-treaters and two thirds (65.8%) say they will buy chocolates, sweets and confectionery especially for the occasion.
Aside from confectionery, pumpkins are the next big ticket item for Irish shoppers with 1 in 5 saying they will purchase this seasonal favourite for the festival. The traditional barmbrack (7.8%), fancy dress costumes (6.5%), monkey nuts (6.4%), and themed decorations for the home (6.1%) also feature as Halloween must-haves. Interestingly, almost 3 in 4 (73.2%) consumers say they never purchase a pumpkin outside of Halloween.
When compared to other big occasions like Easter and Christmas, Halloween spending is relatively modest. 60% say they will spend up to €40 on the event with a quarter planning to go only in-store for Halloween items while 16.3% plan to shop both online and in-store.
Of those planning to buy a Halloween costume, two thirds (65.9%) will spend up to €25 on an outfit. Discount stores and supermarkets are the first port of call for costume shopping. 1 in 5 say they will purchase their costume in a shop such as Dealz or EuroGiant, and an equal 20% say that they will buy a costume in a supermarket such as Dunnes or SuperValu. Online is also a popular choice with 18% saying they will buy a costume on Amazon.
This Webloyalty research shows that in general our attitude to Halloween is positive, with 41.2% saying that it’s a fun festival that we should continue to celebrate in Ireland and half of people questioned (50.1%) say that Halloween is as much for adults as for children.
Commenting on the research Guy Chiswick, managing director of Northern Europe at Webloyalty said: “While spending per person is relatively modest, Halloween is still big business for Irish retailers. According to our research, 75% of Irish consumers take part in Halloween in some way and approximately €40 million was spent last year on everything from costumes to confectionery. This year, growing consumer interest means that spend is likely to be €41m, growth of around 5.7%.”
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