Plan ahead with Halloween and you can really get your claws into this lucrative occasion.
Like a werewolf under the pale moonlight, Halloween has transformed into a hulking beast in recent years, with hordes of trick or treaters hitting the streets. But this isn’t just a one-night event – there’s a whole season’s worth of sales to be had as shoppers get ready for the frightfest.
During Halloween 2024, impulse sales reached £33m [Nielsen Value Sales, WE 07/09/24 – WE 30/11/24], cementing the occasion as the biggest autumn event in the convenience calendar. There are opportunities aplenty for beastly beverages, terrifying treats and spine-chilling snacks as both young and old join in the freakishly fun festivities.
Of course, sweet sales soar in spooky season, providing the perfect fodder for guising and parties. “Halloween 2024 delivered another strong performance in the convenience channel, with confectionery remaining one of the key sales drivers,” says Clare Newton, Trade and Shopper Marketing Manager at Swizzels. “According to Kantar, Halloween-related sales across the UK grew by 6.3% year-on-year, with Scotland playing a significant role in that uplift [Kantar data over the 12 weeks to 3 November 2024]. In Scottish convenience stores specifically, impulse-led purchasing was a major contributor, especially in the final week of October, when shoppers turned to local stores for last-minute top-ups.”
Empire Bespoke Foods has launched a Halloween-themed range of hand-crafted gingerbread figures, featuring a bleeding mummy, a skeleton, a white pumpkin and aliens.
Made to a secret recipe by the family-owned German bakery Pertzborn, and iced by hand, these soft gingerbreads are set to add a bewitching touch to seasonal displays.
Stocking up for Halloween was in full swing last September, with sweet and chocolate confectionery up 7.1% and 3.2%, respectively, in value compared to the same period in 2023, according to Kantar [Take home grocery sales, 12 weeks to 29 September 2024].
Confectionery dominated as the number one Halloween category in 2024, driven by a rise in themed product availability and increased footfall in local shops, states Newton. “We saw notable demand for our Halloween-themed Squashies Squeletons, Sweet Shop Favourite tubs, cartons and pouches and our popular vegan variety bags (Scrumptious Sweets, Luscious Lollies, Curious Chews).
“Retailers who lean into seasonal campaigns with early visibility and strong in-store theatre will be best positioned to capture demand.”
She advises c-stores to get off to an early start. “We recommend that convenience retailers begin introducing Halloween displays by mid-September. This allows for a gradual build-up of awareness, while still leaving space for impulse and repeat purchases throughout October.
“Early visibility also gives retailers the chance to cater to organised shoppers looking to get ahead of the rush. To capitalise, c-stores should stock a wide range of price points and formats, from pocket money-friendly treats such as our popular Refreshers (RSP 20p) to larger tubs for families. Positioning these items prominently near the till or entrance, especially in the final two weeks of October, helps drive impulse purchases. Offering multibuy promotions or bundling products with other party essentials can also help maximise basket spend.”
One retailer who makes a killing when it comes to Halloween sweet sales is Imran Ali of Bourtreehill Supermarket in North Ayrshire.
“My local suppliers are really good,” says Imran. “I use Sweet Treats By Kayleigh. For seasonal occasions like Halloween, she does themed sweets and stands. What I really like is she’ll offer a whole selection of sweeties from zip bags to sweet cones. She’ll offer up a £1 choice, a £2 option, a £5 choice, all the way up to £12 or £15, so there’s something for everyone.”
In previous years, bags of gummies took on Halloween appeal with mummy stickers, while a large gifting “bouquet” of chocolate bars, chocolate lollies and Millions was decorated in orange paper with a black bow and topped with fake cobwebs and spiders.
On top of this, the shop also had bays packed with themed confectionery, including Swizzels Trick or Treat Lolly Mix, Mummy Mix, and Squashies Squeletons; Maynards Spooky Gums and Liquorice Mix; Barratt’s Wham Scary Chews and Haribo Sour Skeletons, Monsters Zing and Trick or Treat mini bags. Last year, Iman took advantage of garish orange and slime green coloured shelf-ready packaging, brand blocking a gondola end to create an eye-catching display.
The store was packed out with evil clowns, wicked witches and horror movie villains when it hosted a huge community event last Halloween, with local residents invited to party with the team, enter a costume competition and take part in dooking for apples (with a fork). The store also organised Halloween-themed events in the run up to the day itself. “We have an under-fives soft play, it’s like a wee community hall and we’ve started running workshops and arts and crafts for Halloween, like make your own slime classes,” explains Imran.
Swizzels has been blown away by the ideas local retailers have come up with to celebrate the fright fest. “We’ve seen some fantastic creativity from independent retailers when it comes to Halloween in-store theatre,” says Newton. “From staff in costume and trick-or-treat trails for kids to spooky-themed windows and music, these touches help create an engaging and memorable experience that boosts dwell time and spend.
“Some stores have gone further with social media-led competitions and in-store selfie stations, encouraging shoppers to share their Halloween experience online. These low-cost ideas not only drive footfall but also position the store as a key community hub, something that’s especially impactful in areas like Scotland where local shopping is so valued.”
She has high hopes for this season, with the timing lending itself to weekend fun. “We expect Halloween 2025 to be even more commercially significant for the convenience sector, particularly in Scotland where local retailers play a central role in community celebrations,” she says. “Consumer appetite for seasonal fun continues to grow, and with Halloween falling on a Friday this year, there’s an even greater opportunity for weekend-driven sales across both treats and party supplies.”
With the focus largely on kids, it can be easy to overlook the huge opportunity to cash in on adults who want to get their ghoul on this season.
“Halloween is a fantastic event for retailers to get involved in and have fun with, as adults up and down the country will be looking to celebrate by attending parties and hosting gatherings,” says Alexander Wilson, Category & Commercial Strategy Director at Heineken UK. “A standout brand within the Heineken UK portfolio during the lead-up to Halloween is Strongbow Dark Fruit, which performs way above usuals sales in this time, making it a must-stock for retailers, and a high priority SKU for wholesalers to carry.”
Another drink synonymous with Halloween is Brothers Cider’s Toffee Apple flavour, which was notably absent when the brand relaunched last year.
Luckily for fans of the sweet cider, Brothers reincarnated the Toffee Apple variant in April. The consumer favourite has been reformulated and comes in a 500ml can with a 3.4% ABV, aligning with the brand strategy of offering sessionable, easy-drinking flavoured ciders.
Emma Vanderplank, Marketing Controller, Brothers Drinks Company, says: “Toffee Apple was a great year-round seller, which really came into its own in the autumn/Halloween period. ‘Back by popular demand’ is an oft-overused term in marketing circles but, in the case of Toffee Apple, it is wholly apt: it has been impossible to ignore the volume of consumer enquiries about this much-loved variant.
“It’s great to say ‘welcome back’ to Toffee Apple with a new livery and an enhanced formulation. It was a tricky decision not to include it in last year’s relaunch but we’re really pleased to have now found a way to align the product to the rest of the range, using only real, natural flavours.”
Pladis is convinced that indulgent treats will scare up sales. “As the economic pressure continues, seasonal celebrations like Halloween have become a big part of life for millions of us,” says Jessica Woolfrey, Marketing Manager, pladis UK&I. “Consumers are replacing going out with gatherings at home, and trading up to special treats. As a result, there’s increased demand for more premium offerings that deliver indulgence and exciting flavours.
“Halloween is all about parties,” she adds. “Three categories that see a seasonal spike are premium biscuits, savoury biscuits and snacks, and sweet and savoury snacking, and retailers should stock up with products that hit the spot.”
With their tangy orange filling and orange packaging, McVitie’s Jaffa Cakes are naturally a good fit for Halloween and pladis expects its new Hot Honey variant to be popular for parties.
Another product that regularly features in the freakish festivities is Fanta. “During the Halloween season, shoppers will be on the lookout for soft drinks to enhance gatherings at home, whether it’s hosting Halloween parties or enjoying scary movie nights with family and friends,” says Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners. “This is why retailers should prioritise stocking top brands that are synonymous with the spooky season. Fanta is a popular choice to accompany the scary season thanks to its longstanding association with Halloween.”
The drink’s success last year was driven by engaging campaigns and on-pack activity such as its Beetlejuice-themed Fanta Zero Afterlife variant, which was marked by limited-edition packs across the range last year, featuring characters from the Beetlejuice movie. Numerous retailers, including Martin Lightfoot of Londis Solo Convenience of Baillieston, Glasgow, got behind the new product with social media posts, giveaways and even dressing up as the creepy character.
Fanta took 23.8% of flavoured carbonates value sales over the Halloween period in 2024 [Nielsen Total GB 4 weeks to 04/11/24].
Abbotson concludes: “For the 2025 spooky season, retailers should be mindful of refreshed campaigns and new product launches to tap into the great potential for boosting sales that the season offers.”
Most retailers have horror stories about leftover seasonal stock, but Heineken says this is largely avoidable. “When it comes to the brands people are purchasing, this is overall very similar to the rest of the year, so retailers don’t necessarily have to worry about stocking limited-editions lines and dead stock after the event has passed, but instead focus on how they display beer and cider in store and having full availability of bestsellers, such as Cruzcampo and Birra Moretti Sale di Mare,” says says Alexander Wilson, Category & Commercial Strategy Director at Heineken UK. “It is also worth thinking about how to facilitate trade up – for example, giving brands like Old Mout and Cruzcampo, which caters to those watching their spend but still wanting something special, top shelf space.”
The key to avoiding surplus stock lies in phased merchandising and flexible stock control, states Swizzels. “Retailers should front-load the display of core bestsellers – such as Swizzels’ variety bags, Squashies Squeletons, and tubs – early in the season, then scale back toward the final week of October to reduce risk,” says Clare Newton, Trade & Shopper Marketing Manager at Swizzels. “Using EPoS data and reviewing previous year sales can help guide stock levels more precisely.
“Post-Halloween, consider repurposing any remaining stock through value-led promotions or ‘party sweet’ positioning. Many Halloween products, especially those not overtly themed, remain suitable for general snacking or children’s parties well into November. Swizzels products, for example, are often packaged in a way that extends their shelf appeal beyond 31 October – as they’re all-year-round favourites, for example our variety bags and tubs.”
