Back in 2001, the value of the UK Halloween goods market was a modest £12m. Here in 2015, analysis of recent market trends reveals that UK consumers now have an unprecedented enthusiasm for the spooky holiday. In this blog we take a look at how brands can capitalise on this seasonal event.
Last year, Halloween was worth £280 million to UK retailers in total, with that frighteningly good figure expected to be surpassed this year with an expected public spend of £330 million. It is now the UK’s third most profitable seasonal event, and it represents a period on the retail calendar which can’t go ignored by the FMCG sector.
According to soft drinks company AG Barr, over 79% of families in the UK are expected to make Halloween-related purchases this year. Halloween has now become a market force to be taken advantage of. As the majority of Halloween-themed purchases are FMCGs such as confectionary, food and costumes, brands need to ensure more than ever that their items are being presented to consumers in a way that best capitalises on the impulse purchase Halloween atmosphere.
So What Should Brands Do?
This year, Halloween lands on a Saturday, which means an extra long weekend celebration for UK consumers. However, supermarket stores often operate with a limited number of staff, particularly on Sundays. Therefore, it’s even more important that brands ensure their products have the best visibility to catch the eye of browsing customers.
Halloween provides retailers with plenty of opportunity to showcase a product theatrically, boosting visibility and interest to increase sales. Furthermore, it’s vital for FMCG retailers to ensure that stock levels are managed using data insights to prepare for a surge in sales.
Here at Tactical Solutions, we are able to offer a comprehensive, customized service to ensure that the Halloween hype doesn’t pass your product by. Our weekend merchandising service means that our team will be in store to ensure that your brand has permanent visibility, and isn’t neglected during peak weekend sales.
If you invest in the very last pair of hands to handle your product, the biggest shock you have this Halloween could be the size of your profit margins! Contact us to find out more.