Retailers are set for a Halloween weekend boost, with consumer spending around the event set to reach £705m this year, up +6% on 2025, says new research from Savvy.

With the event falling on a Saturday this year, more consumers are said to be planning parties or intend to spend on fancy dress or home decorations, its poll revealed.

Original research of over 1,000 UK shoppers by Savvy showed that almost half (46%) plan on marking Halloween, rising to 78% among families.

Halloween hosting to drive spending occasions

“With Halloween landing on a weekend, more shoppers are making the most of the event, decorating their homes and gardens, attending parties and getting dressed up in fancy dress,” Alastair Lockhart, Insight Director at Savvy, commented.

While spending on sweets, costumes and make-up are forecast to increase, alcoholic drinks are expected to be on of the fastest-growing categories, with sales tipped to rise by +13%, boosted by the Saturday timing.

“We’re also seeing the health trend shaping shopper demand,” Lockhart continued. “While traditionally associated with sweets and treats, our research found that 72% of shoppers would like to see healthier Halloween food and drink options.”

Consumers also plan to spend more widely than on traditional trick-or-treating goods. 45% plan to decorate their home or garden and 42% expect to wear a costume or fancy dress. Around a third plan to attend a Halloween party or gathering, while 22% expect to host one themselves.

Spooky Season shaped by squeezed budgets & social feeds

Budget pressures will play a part in influencing how shoppers celebrate, with 71% wanting to mark the occasion without spending a lot.

However, the opportunity lies with the 79% who believe it’s important to make the most of events, such as Halloween, despite cost of living pressures.

Meanwhile, social media is also having a growing influence on shaping ‘Spooky Season’ shopping intentions, with three quarters (73%) of consumers more likely to buy something for Halloween having been inspired by their social media feeds.

Separate research from IGD also points to social media increasingly driving Halloween consumption and discovery. Its poll showed 51% plan on trying new products or recipes for the occasion, with 34% turning to social channels for ideas for food and drink choices.