Key insights:

  • 51% of GB adults don’t celebrate Halloween.
  • 57% of celebrators plan only a week in advance, highlighting last-minute shopping behaviour.
  • 55% spend less than £25, though 18-24s are more likely to spend £100+.
  • 42% make costumes themselves, while 47% buy online especially younger shoppers.
  • Tesco (33%) and Amazon (28%) lead as go-to retailers for Halloween products.

From sweets to costumes, Halloween represents a seasonal opportunity for retailers but how many consumers actually take part? According to a YouGov survey of GB adults, Halloween consumer behaviour shows a mixed picture. While many Britons keep celebrations low-key, younger shoppers are helping drive fresh demand across costumes, décor, and seasonal treats. For brands and retailers, the opportunity is real, but so are the limits.

How many GB adults celebrate Halloween?

Over half of adults (51%) say they don’t celebrate Halloween, a key insight into GB Halloween participation. The most common activities are handing out sweets to trick-or-treaters (28%), watching Halloween films (24%), and carving pumpkins (22%). Dressing up for Halloween is a niche activity overall (16%), but a core tradition among adults aged 18-24 (37%).

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Costume trends: DIY, online, thrift & reuse

For those who do dress up for Halloween, creativity and cost-consciousness dominate. Two in five (42%) say they’ll make their costume themselves (DIY), while 47% will turn to online shops. This figure peaks at 55% among men (vs. 41% women) and 54% among 18-24 and 25-34 age group. Charity shops are also a meaningful option (31%), especially for younger consumers (37% among 18-24) who lean into thrifting culture. By contrast, just 21% of over-55s buy costumes in-store, and 28% prefer to reuse an old outfit.

Last-minute planning & limited budgets

Halloween may be big in marketing campaigns, but in practice, most Brits leave planning late. Among those who celebrate Halloween, 57% only start a week before, while just 5% begin 2-3 months ahead. For retailers, this suggests sales spikes happen in a very short window, requiring well-timed promotions in late October.

GB Halloween spending statistics show more than half (55%) spend less than £25, with only one in 10 willing to part with more than £100 (8%). The younger group is more likely to spend more with 10% of 18-24 age group saying they spend between £101- £200 on Halloween.

Halloween shopping channels in the GB

Supermarkets dominate Halloween shopping, led by Tesco (33%), ASDA (24%), and Sainsbury’s (24%). Amazon is also a major player (28%), especially among younger demographics (36% of 25-34s vs.13% of over-55s). Discount grocers like Aldi (20%) and Lidl (17%) attract meaningful Halloween traffic too.

When asked where Britons prefer shopping 39% say in-store. Another 34% prefer both online and in-store while only 13% shop online. The data suggests that while online retail is rising, physical stores remain central for seasonal purchases.

What drives consumer purchase decisions?

When asked what would encourage them to buy more Halloween products, the strongest motivators were better prices (21%), better quality (16%), and better offers (15%). Variety also ranked highly (13%). For most Britons, affordability and value remain the drivers reinforcing why discounters, supermarkets, and online deals resonate so strongly.

Commercialization and cultural sentiment

Halloween is widely recognised as a growing retail event. Eight in 10 (81%) adults agree it feels more commercialised now than 10 years ago, and 48% argue that it’s “not a GB tradition.” At the same time, nearly three-quarters (73%) feel there is already “enough décor in stores,” suggesting limited appetite for more stock saturation. However, there are gaps in experiences. One in five (21%) say they wish there were more Halloween activities locally, an opening for event organisers, community initiatives, and brands seeking to engage consumers beyond products.

Implications for retail and brand strategy

  • Focus on younger consumers: Younger adults drive costume sales and online shopping. Campaigns should lean into thrifting, DIY, and creative expression.
  • Timing for Halloween promotions in the GB: With more than half planning just a week ahead, late-October is critical for promotions and shelf visibility.
  • Halloween spending statistics: Budget-consciousness defines the market. Price-led messaging, multipacks (for sweets), and affordable décor resonate across demographics.
  • Balance commercial with cultural: While many view Halloween as commercialised, brands that tie products to family fun, community, or experiential activities can stand out.

Final word

Halloween in the GB is both restrained and evolving: most Britons spend modestly and engage lightly, but younger generations are shaping new patterns of costume buying, online shopping, and celebration. For marketers and retailers, the challenge is to capture this enthusiasm without overselling, focusing instead on affordability, creativity, and timely engagement.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 23-24, 2025, with a nationally representative sample of 2,069 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.