As Halloween 2024 approaches, retailers are getting into the spooky spirit with fresh product launches and exciting on theme campaigns. This blog will take a look at some of the key trends and eerie goings on this spooky season!
Themed Launches & Collabs
Halloween is an ideal opportunity for brands to implement exclusive product launches and fun collaborations! Reece’s have launched a nationwide competition for UK shoppers to scan QR codes on their products, including brand new Reece’s skeletons and pumpkins, to win prizes including a one-of-a-kind sculpture of their own head made entirely from sweets[1]! In the drinks sector, Fanta has launched limited-edition Beetlejuice cans of the drink to tie in with the release of the sequel to the cult classic[2], while Heineken UK have unveiled a Halloween campaign to boost engagement with the brand.[3] The incorporation of classic horror characters and tropes is a sure-fire way to get brands noticed by Halloween enthusiasts!
For specialist retailers like US based Spirit Halloween, seasonal stores have proven a winning formula – transforming pop up spaces into spooky wonderlands. With the trend of immersive experiences becoming ever more popular, it’s no surprise that the UK has joined the trend with pop-up Halloween themed The Horror Shop running until 2nd November in Newcastle’s Eldon Square.[4] Offering full costumes, themed décor and accessories and spooky treats, the store brings a unique offering to the shopping centre, which Halloween fans will love.
Rising Costs Affecting Halloween Staples
Unfortunately, it’s not all smooth sailing for Halloween 2024. The rising cost of chocolate, driven by global supply chain challenges and inflation[5], is likely to affect consumer buying habits. Where chocolate and sweets are such a cornerstone of the Halloween season, this pressure could impact sales during the period.
Sustainability & Environmental Values
Sustainability continues to be a core concern for consumers. According to the annual Asda Halloween Trends Report[6], shoppers are seeking out eco-friendly costumes and décor. This trend aligns with the broader focus on reducing waste during holiday seasons, with retailers offering more sustainable options with reusable Halloween decorations and the use of biodegradable materials, allowing revellers to celebrate while minimizing their environmental impact.
Opportunities for Retailers
Halloween remains one of the most lucrative seasons for retailers. While the challenges of rising costs persist, brands that are putting their focus of innovation, sustainability and immersive experiences continue to thrive. Themed collaborations and limited edition ranges can drive customer loyalty and engagement – for example, Capri Sun have embraced the season to launch their Halloween pouches[7] providing a spooky treat for parties, trick or treat or simply helping to get into the Halloween spirit. The packs feature creepy but cute Halloween characters and the brand are also offering 15 lucky shoppers £1000 if they find the elusive ‘Golden Ghost’ pouch in the Halloween multipacks!
Another fun method for driving brand recognition and consumer engagement, is M&M’s partnership with Ring, launching a campaign to encourage engagement with trick or treaters[8]. Evoking the playful spirit of the season, Ring customers will be able to set their video doorbells to great visitors with a selection of fun and festive replies from M&M’s iconic “Red” spokescandy! The replies will invite the visitors to respond to an eerie challenge set by the sweet with an example being “Shake like a skeleton and drop me a head, shoulders, knees and toes!” This type of creative collaboration helps brands to continue to delight consumers while battling price hikes.
The insights gained from the Halloween season, can also help to inform brands on strategies for the upcoming Christmas period. Brands can take these learnings during Halloween and apply them to future campaigns to ensure continued success throughout the last quarter of the year. [9]
Chilling Conclusion
This Halloween season offers both opportunities and challenges for retailers. Themed products, sustainable celebrations and creative collaborations can be used in order to capture and sustain a growing and diverse customer base. As the spooky season grows in size and popularity, the brands which adapt and innovate will be the ones haunting shoppers minds.
[1] https://www.conveniencestore.co.uk/products/reeses-launch-competition-for-uk-shoppers-and-add-halloween-lines/695007.article
[2] https://www.conveniencestore.co.uk/products/limited-edition-beetlejuice-themed-fanta-to-hit-shelves-this-halloween/694275.article
[3] https://www.talkingretail.com/products-news/alcohol/heineken-uk-unveils-halloween-campaign-30-09-2024/
[4] https://www.chroniclelive.co.uk/news/north-east-news/eldon-square-halloween-horror-shop-30119092
[5] https://www.expressandstar.com/news/uk-news/2024/09/18/chocolate-prices-soar-in-bad-news-for-halloween-revellers/
[8] https://retailtimes.co.uk/mms-partners-with-ring-to-let-you-trick-the-trick-or-treaters-this-halloween/
[9] https://retailtimes.co.uk/learnings-from-halloween-can-help-brands-have-a-more-confident-christmas-says-industry-specialist/
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