€41m spent on Halloween treats

Irish people will spend around €41m on Halloween, with half saying the festival was as much for adults as it is for children.

A survey of more than 1,500 people by Webloyalty found that 60% of consumers will spend up to €40 on Halloween purchases. Two thirds plan to buy chocolates, sweets and confectionery for Halloween, while one in five will purchase a pumpkin.

Two thirds said they would spend up to €25 on a costume, with discount retailers the most popular place to buy one.

For example, one in five said they would purchase their costume in a shop such as Dealz or EuroGiant, with a further 20% saying that they would buy a costume in a supermarket such as Dunnes or SuperValu. Online is also a popular choice, with 18% saying they would buy a costume on Amazon.

The survey found that over one third of people plan to give out sweets to trick-or-treaters, while the traditional barmbrack, monkey nuts, and themed decorations for the home remained Halloween must-haves.

However, when compared to other big occasions like Easter and Christmas, the study found that Halloween spending was relatively modest.

Commenting on the research, the managing director of Northern Europe at Webloyalty, Guy Chiswick said Halloween was increasingly becoming a big weekend of spending for retailers.

“While spending per person is relatively modest, Halloween is still big business for Irish retailers,” he said. “According to our research, 75% of Irish consumers take part in Halloween in some way and approximately €40m was spent last year on everything from costumes to confectionery. This year, growing consumer interest means that spend is likely to be €41m, growth of around 5.7%.”

Mr Chiswick said the fact that people were now seeing Halloween as an event as much for adults as children was reflected in the increasing spend on costumes.

“While traditional Halloween fare such as pumpkins, sweets and decorations make up the bulk of what people intend to buy, the commercial opportunity is now much broader. In fact, the largest segment of the market is costumes which is worth around €13m this year.”

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