1. Experts predict 2024 could be the biggest Halloween for some time
2. Sales of Halloween confectionery peak in the final week of October, but the season is starting earlier each year
3. Flavoured carbonates contributed 12.5% to the growth of the soft drinks category during Halloween 2023
4. Merchandising food and drink together can boost sales by up to 32%, driving Halloween sales
5. HFSS is making the season more difficult, but sugar confectionery is still the bestselling formats
1. Experts predict 2024 could be the biggest Halloween for some time
As summer draws to a close, all eyes turn to Halloween for the next big opportunity in the retail calendar. It’s an event that has steadily grown in sales and importance in recent years and 2024 could be the biggest one yet.
“Halloween 2024 is poised to be a larger celebration compared to previous years, especially with the easing of the cost-of-living crisis. We anticipate higher participation in trick-or-treating, themed parties, and other Halloween activities, leading to increased consumer spending on confectionery and related products,” says Clare Newton, trade marketing manager at Swizzels.
“This year, several areas are expected to see substantial growth. For example, there’s a growing interest in Halloween treats with a novelty appeal. Consumers are seeking unique, high-quality confectionery that offers both novelty and indulgence.”
Retailers are also optimistic about the opportunity. “We’re hoping for higher sales this year compared to previous years. Last year, we were seeing the real effects of the cost-of-living crisis, but this year, people have almost got used to it and are budgeting as such,” says Vidur Pandya, owner of Kislingbury Mini Market & Post Office in Northamptonshire.
“We do a full Halloween range, from confectionery to masks and face paint. With confectionery, we focus on sweet tubs for trick or treaters, and it also helps us get more engagement from our younger audience.
“We offer masks and face paint because we want to try and be different from other shops in our local village and supermarkets nearby.”
2. Sales of Halloween confectionery peak in the final week of October, but the season is starting earlier each year
Like any seasonal occasion, getting the timing right is essential for your store’s reputation and sales. Start too early and you risk sacrificing shelf space for Halloween stock that’s not yet relevant. Start too late and you may miss out on sales altogether.
“Start early! Retailers should start analysing trends from the previous year and place initial orders around four or five months in advance. By August, it’s time to finalise inventory and develop an overall strategy,” says Swizzels’ Clare Newton.
“Displays should begin to appear in September, creating early excitement with teaser promotions and a small section of Halloween displays, featuring a wide range of products.”
The company’s variety pack – containing Luscious Lollies, Scrumptious Sweets, and Curious Chews – ranks as one of its top-selling items during Halloween, while the brand has high hopes for its newly launched Squashies Squeletons.
“Retailers are beginning to stock their Halloween ranges earlier and earlier with many customers keen to plan ahead. This is great for retailers because it extends the seasonal sales period,” says Kathryn Hague, Hancocks head of marketing. “We’d advise retailers to be fully stocked with Halloween products by September to make the most of the occasion and keep up with demand and local competition.
“Sales skyrocket during the final week of October so ensure you have plenty of stock to last right through the month for those last-minute customers. This will help you make the most of the spooky season.”
Retailers report that they are already setting plans in motion. “We did our Halloween pre-sale order at the same time as our Christmas pre-sale back at the end of July, and we’ll start stocking it at the beginning of September,” says Vrajesh Patel of Londis Dagenham in London.
“We focus on multipack confectionery and impulse buys, but we also go all out on our bakery products, with Halloween-themed cupcakes that are both locally sourced and branded.”
“We start stocking our range around mid-September. It’s a shorter period but we don’t want to lose those early Christmas sales, which we start stocking in early September, agrees Vidur Pandya.
It’s not just food and drink that sells well at Halloween. Stores that become one-stop shops for all their customers’ Halloween needs will win loyalty and repeat custom.
“It’s the time of year when people want to make the most of family celebrations. Millions of households need a lighter or a box of matches, whether it’s to light a candle to bring a scary pumpkin to life, or to enjoy a fireworks display in the garden,” says Gavin Anderson, sales and marketing director at Republic Technologies.
3. Flavoured carbonates contributed 12.5% to the growth of the soft drinks category during Halloween 2023
While Halloween is a time where confectionery can truly shine, there are other categories that benefit as themed parties and gatherings get underway.
“During the Halloween season, shoppers will be on the lookout for soft drinks to enhance gatherings at home, whether it’s hosting Halloween parties or enjoying scary movie nights with family and friends. This is why retailers should prioritise stocking top brands that are synonymous with the spooky season,” says Amy Burgess, senior trade communications manager at Coca-Cola Europacific Partners (CCEP).
“Fanta led the way last Halloween, accounting for one in every four flavoured carbonate sales during the Halloween period, with Fanta Zero growing ahead of the regular Fanta variants.” Last year, the brand launched its biggest-ever Halloween on-pack promotion, giving away cash prizes and electronics. It boosted Fanta sales by £1m in the four weeks leading up to Halloween.
This year the brand is starting even earlier and will be backed by a multi-million-pound consumer campaign.
4. Merchandising food and drink together can boost sales by up to 32%, driving Halloween sales
Ranging the right products is one thing, but retailers can really elevate their sales with the introduction of relevant deals and impactful displays.
“Halloween is a prime opportunity for retailers to engage customers and boost sales through themed displays, multi-pack offerings, and exclusive seasonal products. Eye-catching in-store promotions and strategic product placements can drive impulse purchases, while stocking up on variety packs and larger quantities of popular sweets,” says Swizzels’ Clare Newton.
“Retailers should also think about displaying different complementary categories together to make it easier for shoppers to find everything they need for Halloween parties and scary nights in,” says CCEP’s Amy Burgess.
Some retailers find that a display is all they need to market the occasion effectively. “We don’t do much marketing for Halloween, but we’ll do one or two posts on Facebook. We do run promotions, however, which is largely on impulse bags and multipacks. We also stock the tubs, like Haribo and Fun Size chocolate bags. The challenge for this year will be the increase in RRP though,” says Vrajesh.
5. HFSS is making the season more difficult, but sugar confectionery is still the bestselling formats
One challenge that retailers will have to overcome this year are the restrictions around the location and promotion of HFSS products during the season.
“Shoppers are likely to see Halloween feature less in stores due to the HFSS regulations. For retailers, making use of the seasonal aisle will be key in navigating shoppers to find everything they need for the spooky season,” says Hancock’s Kathryn Hague.
“Although there has been an upward trend in shoppers looking for low-sugar products, sugar confectionery was the winning format last Halloween and was successful in attracting new customers. This means there is an opportunity this year to drive sugar confectionery products at Halloween.”
Retailers should consider stocking products that offer a sweet treat but in a portion-controlled format.
“Offering a full range that supports the governments HFSS guidelines of under 150kcal per pack – something most manufacturers can’t – gives Perfetti the opportunity to be closer to these impulse purchases,” says Mark Roberts marketing & trade marketing director at Perfetti Van Melle.
“Fresh from its Product of the Year 2024 victory, Fruit-tella’s innovative and interactive jellies offering: Fruit-tella Curiosities returns with a Halloween twist.” The HFSS-compliant jellies are made with 30% reduced sugar, real fruit juice, and natural colourings and flavours.”
With over a month left until the season, there is all to play for to drive sales and profits this Halloween. Get your range in place now to maximise the opportunity.
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