Halloween Report from Webloyalty Ireland

WEBLOYALTY & CONLUMINO
LOOKING AHEAD…
HALLOWEEN SPENDING &
TRENDS IN IRELAND
OCTOBER 2014

Introduction
This research has been commissioned by Webloyalty to provide retailers with
insight into the current trading environment as well as some more specific insight
around Halloween trading.
About Webloyalty
Webloyalty is a leading reward programme provider working with major online retailers to help them
build stronger, more profitable relationships with their customers. Through our membership
programmes we help our online retail partners’ customers save hundreds of pounds a year while
providing the partner with an additional revenue stream. As well as incentivising customers to make
repeat purchases at the partner’s site, members can also earn cashback and get great deals on everything
from fashion to electronics to travel at hundreds of top online stores.
Webloyalty was established in the UK in 2007 and has since expanded into France, Spain, Ireland, Brazil,
the Netherlands and Turkey.
About Conlumino
Conlumino is a retail research agency and consulting firm. Our work focuses on all aspects of retailing
and consumer behaviour, which we deliver through bespoke reports, projects and presentations. We
work with many of the world’s leading retailers, property firms and those in the financial sector to help
them maximize success through developing a thorough understanding of the sector and its likely future
performance.
© 2014 Webloyalty & Conlumino
enquiries@webloyalty.ie | 020 7291 8720
Looking ahead ... Halloween
October 2014
Webloyalty
19-21 Great Portland Street W1W 8QB
020 7291 8720
enquiries@webloyalty.co.uk
www.webloyalty.co.uk
Conlumino
7 Carmelite Street, London EC4Y 0BS
020 7936 6654
hello@conlumino.com
www.conlumino.com
Foreword

Halloween
October 2014
Summary
A growing market
Halloween now means big business for retailers. We estimate that last year consumers spent €40m on all aspects
of the celebration from costumes to sweets. This year, growing consumer interest means that spend is likely to be
€41m, growth of around 5.7%.
Beyond sweets and chocolate
While traditionally Halloween was about buying sweets and chocolate for trick or treaters, the commercial
opportunity is now far wider. Indeed, the biggest segment of the market – worth around €13m this year – is
clothing and costumes. Other areas, such as entertainment and stationery, have also grown rapidly.
The majority celebrates
The scale of the market is underpinned by the fact that Halloween is now a mainstream celebration in which over
75% of Irish consumers participate in some way. The most popular activity is to give out sweets to trick or
treaters, which well over a third of people do.
A commercial opportunity
Despite the fact that people celebrate Halloween, a majority (64%) believe that it is not a real festival but a
commercial opportunity. Around 29% of people feel that Halloween is bad as it focuses on the occult. However,
over half agree that Halloween is nowadays as much for adults as it is for children.
Trick or treat less popular
Although Halloween as a whole is popular, people are less happy with trick or treating. Just under a third say they
won’t open the door to trick or treaters while 3.1% will open the door, but only to tell them to go away. A more
generous 61% will give sweets and 5% will give money.

Halloween
October 2014
Spending
In 2013 we spent €40m on Halloween
Breakdown of Halloween spending 2013
Total Halloween spending
€40m
Halloween food spend
€12m
Halloween decorations spend
€9m
Halloween clothing and costume
spend
€13m
Halloween entertainment and
stationery spend
€6m

Halloween
October 2014
Spending
In 2014 we forecast spending on Halloween will be €41m
Breakdown of Halloween spending 2014
Total Halloween spending
€41m
Halloween food spend
€12m
Halloween decorations spend
€6m
Halloween clothing and costume
spend
€14m
Halloween entertainment and
stationery spend
€9m

Halloween
October 2014
Spending
Entertainment and stationery will see the fastest growth
Growth in Halloween spending (2013 to 2014)
5.7
4.8 4.7
7.7
4.8
Overall Food Decorations Clothing and costumes Entertainment and stationery

Halloween
Over 75% of consumers will celebrate Halloween in some way this year
October 2014
Celebrations
How will you mark Halloween this year?
All figures are percentages
34.4
16.1
9.8 9.3 8.6 7.4 5.8 4.6 4.1
2.4 1.5
24.3
Give out sweets
to trick and
treaters
Carve a pumpkin Take my kids trick
or treating
Dress up or put
on fancy dress
Go to Halloween
themed party in a
bar/pub/club
Decorate the
inside of the
house
Watch a horror
movie at home
Go to or host a
Halloween house
party
Decorate the
outside of the
house
Go to watch a
horror movie at
the cinema
Go trick or
treating myself
Will not celebrate
Halloween

Halloween
65% will buy something for Halloween; over half will buy chocolate
October 2014
Purchases
What will you purchase for Halloween this year?
35.9
29.9
20.1
7.8 6.5 6.4 6.1 5.6
3.5 2.5 2.2 1.9 1.9 0.9 0.8 0.7
35.4
Normal
chocolates /
confectionery
Halloween
themed
chocolates /
confectionery
Pumpkin(s) Barmbrack Halloween
costumes
(purchased)
Monkey nuts House
decorations
Alcoholic
drinks
Halloween
costumes
(rented)
Other food Halloween
tableware
Horror films Halloween
costumes for
pets
Halloween
stationery
Halloween
treats for pets
Halloween
greetings
cards
I do not intend
to buy
anything

Halloween
Those who spend will part with €11.79 each for Halloween
October 2014
Spending
How much will you spend on Halloween?
27.4%
will spend
under €5
12.2%
will spend
€5 -€10
9.1%
will spend
€10.01-€15
3.4%
will spend
€15.01-€20
3.9%
will spend
€20.01-€25
2.6%
will spend
€25.01-€30
4.7%
will spend
€30.01+
36.7% say that they will spend nothing on Halloween this year.

Halloween
The average spend on Halloween costumes will be €17.97
October 2014
Fancy dress spending
How much will you spend on Halloween costumes?
2.9%
will spend
Under €5
19.3%
will spend
€5-€10
25.4%
will spend
€10.01-€15
18.3%
will spend
€15.01-€20
13.4%
will spend
€20.01-€25
9.5%
will spend
€25.01-€30
8.1%
will spend
€30.01+
3.7% say that they will spend nothing on Halloween costumes this year.

Halloween
A fifth plan to buy costumes from supermarkets
October 2014
Buying costumes
Where do you plan to buy your fancy dress costume?
20.1 20.1 18.2
13.4 11.3 11.2 10.6 10.1 9.6 9.4 7.8
3.4 2.1
Supermarket
chain
Discount store Amazon Online fancy
dress shop
Discount
supermarket
eBay Penneys or
other clothing
store
Independent
fancy dress
shop
Elsewhere
online
Charity shop Other Department
store
Independent
grocer,
newsagent or
convenience
store

Halloween
Halloween buying will be mostly done in physical stores
October 2014
Where shopping
Where will you be doing your Halloween shopping this year?
Online
only
Mainly
online
Both online and
in-store
Mainly
in-store
In-store
only
4.1% 4.4% 25.5% 28.0% 38.0%
Numbers may not sum to 100%; residuals are accounted for by
those saying ‘don’t know’.

Halloween
Almost 27% of us buy pumpkins outside of Halloween
October 2014
Pumpkin purchasing
Aside from Halloween, how often do you buy pumpkins?
Never
73.2%
Once a
year
14.8%
Twice a
year
5.1%
Three times a
year
2.4%
Four or more
times a year
4.5%

Halloween
A large majority sees Halloween as a commercial opportunity
October 2014
Views on Halloween
Agreement and disagreement with various statements
Strongly
agree Agree Neutral Disagree Strongly
disagree
All who
agree
Halloween is an American festival and should not
be celebrated in Ireland 9.6 13.1 31.1 25.9 20.3 22.7
I’m indifferent to Halloween – it has no relevance to
me but I am happy for others to celebrate it 14.5 26.5 25.4 18.9 14.7 41.0
Halloween is a fun festival that we should continue
to celebrate in Ireland 14.3 26.9 33.3 13.0 12.5 41.2
Halloween is not a real festival, it’s just a
commercial opportunity 28.6 35.6 20.5 12.3 3.0 64.2
Halloween marks the kick off for Christmas
shopping 2.3 10.2 40.2 30.6 16.7 12.5
Halloween should be a festival for children, not
adults 5.4 8.9 27.5 39.9 18.3 14.3
Halloween is nowadays as much for adults as it is
for children 23.4 26.7 36.5 7.8 5.6 50.1
Halloween is bad as it focuses
on the occult 14.5 14.3 36.3 22.6 12.3 28.8

Halloween
Just over a quarter of people think trick or treating is a nuisance
October 2014
Trick or treating
What is your view on trick or treating?
30.7%
It’s a fun tradition
for children
5.4%
It’s a fun tradition
but I wouldn’t
take my children
out trick or treating
25.7%
It’s a nuisance
for people to have
to provide trick or
treaters with sweets
19.7%
It’s intimidating
and makes
people feel unsafe
in their own homes
25.0%
It’s dangerous for
children to go trick
or treating
23.7%
I don’t mind
it

Halloween
Just under a third will not open the door to trick or treaters
October 2014
Trick or treating
What will you do if trick or treaters knock at your door?
30.2%
I won’t open
the door
3.1%
I will open the door, but
Tell them to go away
61.3%
I will give them chocolate
and sweets
5.4%
I will give them
money

Methodology
About the research

Methodology
Page
18
enquiries@webloyalty.co.ie | 020 7291 8720
October 2014
Methodology and sources
• A combination of consumer research, secondary research and market
forecasting were used to compile this report.
• Consumer research in this report is based on a survey conducted with a
Irish nationally representative poll of consumers. Over 1,500
consumers were interviewed during August and questioned about
their views on Halloween and their likely shopping behaviour for this
event.
• All numbers relating to expenditure and forecast expenditure on
Halloween are taken from Conlumino’s own retail model. This is
updated on an ongoing basis with inputs from official sources, retailers’
results and trading updates, other secondary sources and industry
surveys, Conlumino’s ongoing programme of research into consumer
spending and habits, and underlying economic drivers and trends.
Conlumino analysts both model and interpret this information to
provide guidance on the likely future direction of retail expenditure at
an overall, sector and category level.
• Unless otherwise stated, all sources of information are derived from
Conlumino’s own research and should be referenced to Webloyalty/
Conlumino.

Conlumino
020 7936 6654
hello@conlumino.com
7 Carmelite Street, London EC4Y 0BS
Webloyalty
020 7291 8720
enquiries@webloyalty.co.uk
19-21 Great Portland Street, London

Halloween Report from Webloyalty Ireland

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