Halloween Spending Creeps Up As Pumpkin Popularity Grows

Sales of Halloween-related purchases are rising across UK retailers, farms, and entertainment venues, providing a longer selling period for pumpkins and greater overall marketing opportunities as consumers beyond children embrace the spooky season.

As Halloween cements itself as a key occasion for UK consumers, the shopping season is extending well beyond the traditional two-week run-up to the holiday. 

By the beginning of October, over one million supermarket shoppers had purchased pumpkins already, according to data from Worldpanel by Numerator, and reported by BBC News. 

Pumpkin sales hit £1.4m during the four-week period before October – double the figure spent during the same period in 2023, and an increase on the £1m spent in the four weeks to 29 September 2024, Worldpanel data revealed.

Supermarket operator Asda is on course to double to 400,000 its sales of mini pumpkins this year, reported BBC News. The so-called ‘munchkin’ pumpkin is popular for Halloween displays. 

Indeed, Halloween remains robust despite the current financial climate, Vikash Kaansili, a senior retail analyst at Kantar, told BBC News. 

“Despite cost-of-living pressures, Halloween continues to prove resilient,” Kaansili said. “Shoppers made more trips in the two weeks leading up to Halloween [2024] and spent 16% more than they usually do, suggesting it’s a “must-do” occasion that people are unwilling to cut back on.”

Marketing Opportunities for Retailers

Halloween spending is forecast to increase by 3.2% in value this year to reach £537m, according to a report by GlobalData, with almost half of UK shoppers planning to participate in festivities.

GlobalData forecasts demand for Halloween-related food, drinks, and decorative items will increase due to traditional interest in pumpkins and trick-or-treating supplies in multipack bags. Spending will be bolstered by households with children under 18 years of age. 

However, going forward, retailers are encouraged to adopt more strategic range design approaches to enhance Halloween sales in view of strong sentiment among consumers that the holiday can be a waste of money.

“Retailers must offer innovative and enduring products to shift consumer perceptions of Halloween purchases […] utilising the strength and popularity of their respective premium own-brand ranges to launch limited-edition and mystery flavour food and drink items,” suggested Eleanor Simpson-Gould, Senior Retail Analyst at GlobalData.

Fyffes Puts Spooky Spin On Pineapples

This Halloween Fyffes is working with retail partners, including Morrisons and Iceland in the UK, to invite shoppers to buy, carve, and enjoy imperfect pineapples with bent crowns or scorched leaves.

“This initiative brings multiple benefits,” the retailer stated in a press release. “It aligns with our sustainability goals by reducing food waste, giving our sweet, juicy pineapples with bent crowns or scorched leaves a second life. It also boosts sales and engagement during a slower season, while encouraging families to enjoy pineapples as a fun, healthier Halloween option that can be enjoyed immediately.” 

Along with scary pineapple labels and packaging, Morrisons is offering in-store tastings and selling pineapple corers to make carving even easier.

Image: Fyffes

Lucrative Occasion For Growers

Farmers and growers are also reporting increased opportunities to generate income through pumpkin patches, which are increasing in popularity each year, particularly among families with young children.

A Herefordshire farmer told BBC News that Halloween has “grown massively” in the UK, and pumpkin patches are “snowballing”, with visitor numbers to his farm up by 10% this year.

“Pumpkins for us only use a small amount of land, but generate income in October in what can be a volatile month,” explained Andy Owens. “We're told the economy isn't doing well, but families still want a day out and we see that they still have money for pumpkins.”

Inflation Curbs Further Growth 

Although Halloween sales are continuing to rise this year, GlobalData said the anticipated uptick falls shy of last year’s 4.1% growth due to inflation-driven price rises in food and drink, rather than strong consumer demand.

Financial constraints mean 60% of shoppers intend to curtail their spooky purchases in 2025, particularly among the 25-34-year-old age group.