THE DEATH OF THE TRICK: Over half of Brits have never had a trick played on them at Halloween

Is the trick in trick or treating dying out? New research from Asda reveals over half of Brits (55%) have NEVER had a trick played on them at Halloween
And watch out Christmas… because Halloween is fast becoming a gifting celebration too - 43% of people now buy Halloween gifts for friends and family
The data comes as Asda launches its first Halloween trends report, delving into Brits’ changing habits around Spooky Season
Asda’s budget-friendly Halloween range is available to shop across grocery and George Home and Fashion now, with Halloween party food from just 79p, fresh pumpkins from 49p and costumes from just £7.

Trick or treating. It’s the enduring Halloween pastime that’s popular the world over, but new research released today from Asda suggests that ‘tricks’ could soon be consigned to the annals of history. Over half of Brits (55%) have NEVER had a trick played on them, and only a meagre 13% believe tricks are as important as treats.

Over the years Halloween has evolved and changed as a celebration, and not just because the cheeky, mischievous practice of ‘tricking’ has dwindled away.

With one in five (19%) admitting they prefer Halloween to Christmas, and 30% of Brits calling for Halloween to be an official Bank Holiday, the seasonal celebration is quickly becoming a major gifting occasion. Slowly but surely closing in on Christmas, 43% of people now exchange Halloween gifts with friends and family, and when it comes to what Brits are gifting during spooky season, pyjamas (25%), cuddly toys (24%), 'boo baskets' (22%), and horror films (17%) are among the most popular presents.

As the UK’s love for Halloween grows, consumer spending in the UK has quadrupled, and in 2023, spending was estimated at over £1 billion**. What’s more, and going to show that Halloween has become a multi-generation celebration that’s about more than just kids, it’s Millennials who spend more on Halloween gifts than any other age group, with 30% spending more now than they were five to10 years ago.

Speaking of a nation’s growing passion for spooky season, Jade Cooper, Halloween Buyer at Asda said, “Halloween is a celebration much-loved by so many of our customers, and our Halloween grocery, home and fashion ranges evolve every year to keep up with shoppers’ needs. Nowadays Halloween has a multi-generational appeal, which our range reflects, from family pyjamas, confectionery and craft kits, to aesthetically trendy miniature and ‘ghost’ pumpkins and elegant homeware.

“Spooky Season continues to grow, year on year, and our teams work hard to reflect the latest trends and needs across our product ranges. But how exactly has Halloween evolved over time? This year, we’re sharing our first ever round-up of emerging and growing Halloween trends, so read on to find out more…”

AESTHETIC INDULGENCE

Visually, Halloween is becoming grander every year. Thanks to social media and the ever-growing desire for an ‘Insta-worthy’ Halloween, the aesthetics of this seasonal celebration are becoming more and more outlandish. Over a quarter of Brits (26%) say they’ve become more interested in Halloween after seeing celebs post about it on social media, so it’s no wonder the celebration has become centred in aesthetics and creating ‘picture perfect’ moments.

With rising expectations for picture perfect celebrations, nearly three in ten (29%) Brits say social media has made them feel under pressure to have an amazingly decorated home - but this needn’t cost a fortune. Asda has a huge selection of decor items that won’t break the bank - starting from just £1!

One in five Brits (21%) even admit to being secretly competitive against their neighbours in order to have a more impressively decorated home, with the South West being the most competitive location in the UK (52%). Last year alone, Halloween decorations sales reached a whopping £2.6 million at Asda.

And Halloween is no longer a one-day wonder - instead, Brits are enjoying an entire ‘Spooky Season’ of visual indulgence. More than one in ten (11%) put their Halloween decorations up before October even hits, and this is getting earlier every year. During the week of 16th September 2024, Asda had already seen over 33,000 searches for Halloween-related products, which was a 22% increase YoY.

As well as decoration for Halloween night itself, shoppers are now keen to embrace decor with seasonal longevity. Halloween wreaths, inspired by their festive counterparts, add a tasteful touch to spooky season visuals, and last year, the most popular home decor item at George was these velvet pumpkins (RRP £3.00).

But it’s not only home exteriors and cosy living rooms that are getting a touch of Halloween magic - decor is now expanding to the whole home and Asda’s current George range includes the likes of themed bath mats (RRP £10.00) and towels (RRP £6.00), so no room has to miss out.

BEYOND SWEETS AND CONFECTIONARY

For years, Halloween food associations were limited to pumpkins and sweets, however, as the celebration has become increasingly popular, its appeal across the entire sector has grown.

Nowadays, Halloween-themed dinners have become more commonplace, with research finding that almost a quarter (23%) of Brits enjoy a Halloween picky-tea – and those in Newcastle are the biggest fans (38%).

As trick or treating becomes solely focused on the treats, that too is modernising - one in ten Brits admit to handing out pizza slices to trick-or-treaters, and in 2023 Asda sold 60,000 of its ‘Boo the Bat’ character pizzas. This year shoppers will be able to make the most of its 2 for £3 deal on the iconic pizza, whether that be for lucky trick or treaters, or a cosy family meal.

Bakery is one of the biggest-growing categories within the Halloween food and drink sector, and over the years, Asda has launched several new products including its Pumpkin Crumpets (£1.25), Miles the Millipede Cake (£7.50) and Halloween Cupcakes (£1.75), for a series of treats that can be enjoyed throughout spooky season, and not just for one night.

GHOULISH GIFTING

As Brits embrace Halloween as a celebration spent with friends and family, themed gifts around the season have become commonplace, with 43% of Brits now buying gifts for loved ones at this time. Whilst novelty sweets were voted the most popular Halloween gift, this was closely followed by Halloween pyjamas (25%), cuddly toys (24%), craft kits (23%) and ‘Boo Baskets’ (22%). According to the research, the biggest buyers of Halloween gifts were in Cardiff and London.

Halloween pyjamas were the second most frequently gifted item, and George.com has reported a 209% increase in searches for Halloween pyjamas in September 2024 vs. September 2023. Leaning into the trend, like with Christmas, many families are adopting matching Halloween sets to wear during cosy nights in, such as Asda’s Halloween Pumpkin Matching Family Pyjamas (from £7) and Halloween Ghost Matching Kids Pyjamas (from £7).

A GEN Z AFFAIR

Previously driven by families and those with children, Gen Z are now some of the biggest Halloween fans, with half (52%) viewing Halloween as the most exciting celebration of the year.

Based on data from a recent survey, Gen Z were the only age group to spend more on outfits for Halloween (58%) than Christmas, and half (49%) admitted to planning their outfits months in advance, compared to 24% of the general population. With social media awash with Halloween content in October, it’s no wonder many Gen Z-ers take outfit inspiration from iconic celebrity looks. The most popular celebs for Halloween inspo were ranked as Kim Kardashian, Ariana Grande, Kylie Jenner, Kourtney Kardashian and Travis Barker, and Molly-Mae Hague.

And when they’re all dressed up they need somewhere to go. Almost two thirds of Gen Zs (63%) attend or host Halloween house parties, but it’s not only their own homes where the celebrations take place. One in two (51%) Gen Z employees say they decorate the office for Halloween, and 45% even dress up in the office on 31st.

There’s no denying Gen Z have had a significant impact on Halloween’s social and cultural status within the UK, and it’s likely enthusiasm for and spending around the celebration will only grow. Over the next decade many Gen Z may have families of their own, further cementing their own celebratory traditions.

BEETLEJUICE-MANIA

This year, the release of the highly anticipated Beetlejuice sequel has brought a sense of cultural nostalgia to Halloween 2024. With many Millennials having watched the original as children in the late ‘80s, the new film is an opportunity for a Halloween revival, both re-engaging the audience who indulged in the original, as well as carving out a new classic for younger audiences.

As of w/c 23rd September, searches for ‘Beetlejuice’ on asda.com had risen by a staggering 1971% YoY, and searches containing ‘Beetlejuice’ more than tripled on George.com between August and September 2024 (+235%).

According to Asda’s recent study, 45% of Brits have already seen or are planning to see the film and this is inevitably cascading into this year’s trending costumes. Move over Harley Quinn, Wednesday Adams and Barbie, because this year, 16% of Halloween-celebrating Brits will dress as the iconic Beetlejuice, rising to over a third of Gen Z (35%).

The multi-generational appeal of Beetlejuice this year is reflected in Asda’s themed offering which includes matching family Beetlejuice costumes (starting at £16), but it’s not only the Beetlejuice costume that’s expected to be big. Black and white pinstripes will drive wider Halloween fashion and accessories, and the George Halloween range includes Beetlejuice tote bags, pyjamas and socks, as well as home decor including Beetlejuice cushions.

So, whether you’ll be embracing Halloween food and drink, homeware or fashion this year, Asda and George have everything you need, and at fantastic prices. With party food from just 79p, trick or treats from £1 and costumes from just £7, indulging in the joys of spooky season doesn’t have to mean worrying your wallet. Shop here at Asda.com and George.com.