In 2022, the Halloween period proved to be incredibly lucrative for retailers, with sales reaching an impressive £488m in the UK. This marked the fifth consecutive year of value sales growth for this crucial retail event. As consumer confidence continues to rise, it is expected that this year’s Halloween season will be even bigger. To capitalize on this opportunity, retailers should focus on creating themed displays and in-store theater to attract shoppers to the confectionery section of their stores.
Halloween is the third biggest retail event in the confectionery calendar in the UK, making it essential for retailers to make it a focal point in their aisles. By decorating their aisles and drawing attention to the Halloween products, retailers can maximize their sales. It is important for retailers to ensure that consumers can easily identify the Halloween aisle, as it is a destination for many shoppers.
Visibility is crucial during Halloween, especially in light of the limitations on where and how confectionery can be sold due to HFSS regulations. Free-standing POS displays can help increase product visibility and drive sales. Retailers who make Halloween their key focus, cultivate in-store theater, and allocate prime space as a “one-stop shop” for Halloween-related items and decorations tend to have the biggest impact during this season.
Limited editions generate excitement among consumers, and Mars Wrigley is bringing back a Halloween classic with the limited-edition Skittles Darkside. These dark-colored sweets come in an indigo bag and feature flavors like Dark Berry, Midnight Lime, Blood Orange, Wicked Pomegranate, and Sweet Strawberry. Retailers are encouraged to introduce seasonal and themed limited-edition items like Skittles Darkside to generate impulse purchases and excitement within the Halloween aisle.
Soft drinks also play a significant role during Halloween, with a year-on-year growth of £70m in 2022. It is crucial for retailers to stock a wide range of sharing packs across leading soft drink brands to cater to the sharing nature of the occasion. Large PET bottles of Coca-Cola, Fanta, and Schweppes are among the recommended stocking options.
Home baking is another popular aspect of Halloween, and Dr Oetker has expanded its product range to include Halloween-themed baking items for October 2023. Retailers should stock these new launches, such as Halloween baking cases, decorating icing, and sprinkles, to elevate customers’ Halloween bakes.
It is important for retailers to consider allergies and dietary requirements when stocking Halloween products, as more consumers are seeking vegan, sugar-free, and no-dairy options. Brands like Bebeto offer small and large bags that cater to various dietary needs. Kervan Gida has also created hygiene-friendly packaging for consumers to hand out to trick-or-treaters.
Cleanliness and hygiene are concerns for many shoppers, so providing a wider range of wrapped sweets is recommended. Individually wrapped products not only offer protection but also support portion control and appeal to shoppers who prioritize hygiene. Including sugar-free options like mints and gum is also important, considering the rise of health-conscious consumers and HFSS regulations.
To tap into the Halloween sales uplift, retailers should consider the following tips: focus on shopper missions like refreshment, indulgence, and on-the-go consumption; offer sugar-free products; stock a variety of flavors, textures, and formats from leading brands; use signage and POS displays to build visibility; and negotiate compelling till-point deals with representatives.
Finally, Halloween is not just for kids. Adults also seek to enjoy the fun and festivities, making it essential for retailers to stock products that cater to them. Brothers Toffee Apple Cider, for example, offers a seasonally relevant and great-tasting flavor that can generate incremental sales for adults during Halloween.
