Halloween Report from Webloyalty Ireland

LOOKING AHEAD… HALLOWEEN SPENDING & TRENDS IN IRELAND

WEBLOYALTY & CONLUMINO

OCTOBER 2014

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Introduction

© 2014 Webloyalty & Conlumino [email protected] | 020 7291 8720

Looking ahead ... Halloween October 2014

Webloyalty 19-21 Great Portland Street W1W 8QB 020 7291 8720 [email protected] www.webloyalty.co.uk

Conlumino 7 Carmelite Street, London EC4Y 0BS 020 7936 6654 [email protected] www.conlumino.com

This research has been commissioned by Webloyalty to provide retailers with insight into the current trading environment as well as some more specific insight around Halloween trading. About Webloyalty Webloyalty is a leading reward programme provider working with major online retailers to help them build stronger, more profitable relationships with their customers. Through our membership programmes we help our online retail partners’ customers save hundreds of pounds a year while providing the partner with an additional revenue stream. As well as incentivising customers to make repeat purchases at the partner’s site, members can also earn cashback and get great deals on everything from fashion to electronics to travel at hundreds of top online stores. Webloyalty was established in the UK in 2007 and has since expanded into France, Spain, Ireland, Brazil, the Netherlands and Turkey. About Conlumino Conlumino is a retail research agency and consulting firm. Our work focuses on all aspects of retailing and consumer behaviour, which we deliver through bespoke reports, projects and presentations. We work with many of the world’s leading retailers, property firms and those in the financial sector to help them maximize success through developing a thorough understanding of the sector and its likely future performance.

Foreword

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Halloween



Summary

A growing market Halloween now means big business for retailers. We estimate that last year consumers spent €40m on all aspects of the celebration from costumes to sweets. This year, growing consumer interest means that spend is likely to be €41m, growth of around 5.7%.

Beyond sweets and chocolate While traditionally Halloween was about buying sweets and chocolate for trick or treaters, the commercial opportunity is now far wider. Indeed, the biggest segment of the market – worth around €13m this year – is clothing and costumes. Other areas, such as entertainment and stationery, have also grown rapidly.

The majority celebrates The scale of the market is underpinned by the fact that Halloween is now a mainstream celebration in which over 75% of Irish consumers participate in some way. The most popular activity is to give out sweets to trick or treaters, which well over a third of people do.

A commercial opportunity Despite the fact that people celebrate Halloween, a majority (64%) believe that it is not a real festival but a commercial opportunity. Around 29% of people feel that Halloween is bad as it focuses on the occult. However, over half agree that Halloween is nowadays as much for adults as it is for children.

Trick or treat less popular Although Halloween as a whole is popular, people are less happy with trick or treating. Just under a third say they won’t open the door to trick or treaters while 3.1% will open the door, but only to tell them to go away. A more generous 61% will give sweets and 5% will give money.

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Halloween



Spending

In 2013 we spent €40m on Halloween

Breakdown of Halloween spending 2013

Total Halloween spending

€40m

Halloween food spend

€12m

Halloween decorations spend

€9m

Halloween clothing and costume spend

€13m

Halloween entertainment and stationery spend

€6m

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Halloween



Spending

In 2014 we forecast spending on Halloween will be €41m

Breakdown of Halloween spending 2014

Total Halloween spending

€41m

Halloween food spend

€12m

Halloween decorations spend

€6m

Halloween clothing and costume spend

€14m

Halloween entertainment and stationery spend

€9m

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Halloween



Spending

Entertainment and stationery will see the fastest growth

Growth in Halloween spending (2013 to 2014)

5.7 4.8 4.7

7.7

4.8

Overall Food Decorations Clothing and costumes Entertainment and stationery

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Halloween



Celebrations

How will you mark Halloween this year? All figures are percentages

Over 75% of consumers will celebrate Halloween in some way this year

34.4

16.1

9.8 9.3 8.6 7.4 5.8 4.6 4.1 2.4 1.5

24.3

Give out sweets to trick and

treaters

Carve a pumpkin Take my kids trick or treating

Dress up or put on fancy dress

Go to Halloween themed party in a

bar/pub/club

Decorate the inside of the

house

Watch a horror movie at home

Go to or host a Halloween house

party

Decorate the outside of the

house

Go to watch a horror movie at

the cinema

Go trick or treating myself

Will not celebrate Halloween

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Halloween



Purchases

What will you purchase for Halloween this year? All figures are percentages

65% will buy something for Halloween; over half will buy chocolate

35.9

29.9

20.1

7.8 6.5 6.4 6.1 5.6 3.5 2.5 2.2 1.9 1.9 0.9 0.8 0.7

35.4

Normal chocolates /

confectionery

Halloween themed

chocolates / confectionery

Pumpkin(s) Barmbrack Halloween costumes

(purchased)

Monkey nuts House decorations

Alcoholic drinks

Halloween costumes (rented)

Other food Halloween tableware

Horror films Halloween costumes for

pets

Halloween stationery

Halloween treats for pets

Halloween greetings

cards

I do not intend to buy

anything

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Halloween



Spending

How much will you spend on Halloween? All figures are percentages

Those who spend will part with €11.79 each for Halloween

27.4% will spend under €5

12.2% will spend

€5 -€10

9.1% will spend €10.01-€15

3.4% will spend €15.01-€20

3.9% will spend €20.01-€25

2.6% will spend €25.01-€30

4.7% will spend €30.01+

36.7% say that they will spend nothing on Halloween this year.

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Halloween



Fancy dress spending

How much will you spend on Halloween costumes? All figures are percentages

The average spend on Halloween costumes will be €17.97

2.9% will spend Under €5

19.3% will spend €5-€10

25.4% will spend €10.01-€15

18.3% will spend €15.01-€20

13.4% will spend €20.01-€25

9.5% will spend €25.01-€30

8.1% will spend

€30.01+

3.7% say that they will spend nothing on Halloween costumes this year.

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Halloween



Buying costumes

Where do you plan to buy your fancy dress costume? All figures are percentages

A fifth plan to buy costumes from supermarkets

20.1 20.1 18.2 13.4 11.3 11.2 10.6 10.1 9.6 9.4 7.8

3.4 2.1

Supermarket chain

Discount store Amazon Online fancy dress shop

Discount supermarket

eBay Penneys or other clothing

store

Independent fancy dress

shop

Elsewhere online

Charity shop Other Department store

Independent grocer,

newsagent or convenience

store

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Halloween



Where shopping

Where will you be doing your Halloween shopping this year? All figures are percentages

Halloween buying will be mostly done in physical stores

Online only

Mainly online

Both online and in-store

Mainly in-store

In-store only

4.1% 4.4% 25.5% 28.0% 38.0% Numbers may not sum to 100%; residuals are accounted for by those saying ‘don’t know’.

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Halloween



Pumpkin purchasing

Aside from Halloween, how often do you buy pumpkins? All figures are percentages

Almost 27% of us buy pumpkins outside of Halloween

Never

73.2%

Once a year

14.8%

Twice a year

5.1%

Three times a year

2.4%

Four or more times a year

4.5%

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Halloween



Views on Halloween

Agreement and disagreement with various statements All figures are percentages

A large majority sees Halloween as a commercial opportunity

Strongly agree Agree Neutral Disagree Strongly

disagree All who

agree Halloween is an American festival and should not be celebrated in Ireland 9.6 13.1 31.1 25.9 20.3 22.7

I’m indifferent to Halloween – it has no relevance to me but I am happy for others to celebrate it 14.5 26.5 25.4 18.9 14.7 41.0

Halloween is a fun festival that we should continue to celebrate in Ireland 14.3 26.9 33.3 13.0 12.5 41.2

Halloween is not a real festival, it’s just a commercial opportunity 28.6 35.6 20.5 12.3 3.0 64.2

Halloween marks the kick off for Christmas shopping 2.3 10.2 40.2 30.6 16.7 12.5

Halloween should be a festival for children, not adults 5.4 8.9 27.5 39.9 18.3 14.3

Halloween is nowadays as much for adults as it is for children 23.4 26.7 36.5 7.8 5.6 50.1

Halloween is bad as it focuses on the occult 14.5 14.3 36.3 22.6 12.3 28.8

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Halloween



Trick or treating

What is your view on trick or treating? All figures are percentages

Just over a quarter of people think trick or treating is a nuisance

30.7% It’s a fun tradition

for children

5.4% It’s a fun tradition

but I wouldn’t take my children

out trick or treating

25.7% It’s a nuisance

for people to have to provide trick or

treaters with sweets

19.7% It’s intimidating

and makes people feel unsafe

in their own homes

25.0% It’s dangerous for

children to go trick or treating

23.7% I don’t mind

it

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Halloween



Trick or treating

What will you do if trick or treaters knock at your door? All figures are percentages

Just under a third will not open the door to trick or treaters

30.2% I won’t open

the door

3.1% I will open the door, but

Tell them to go away

61.3% I will give them chocolate

and sweets

5.4% I will give them

money

Methodology About the research

Methodology

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Methodology and sources

•  A combination of consumer research, secondary research and market forecasting were used to compile this report.

•  Consumer research in this report is based on a survey conducted with a Irish nationally representative poll of consumers. Over 1,500 consumers were interviewed during August and questioned about their views on Halloween and their likely shopping behaviour for this event.

•  All numbers relating to expenditure and forecast expenditure on Halloween are taken from Conlumino’s own retail model. This is updated on an ongoing basis with inputs from official sources, retailers’ results and trading updates, other secondary sources and industry surveys, Conlumino’s ongoing programme of research into consumer spending and habits, and underlying economic drivers and trends. Conlumino analysts both model and interpret this information to provide guidance on the likely future direction of retail expenditure at an overall, sector and category level.

•  Unless otherwise stated, all sources of information are derived from Conlumino’s own research and should be referenced to Webloyalty/Conlumino.

Conlumino

020 7936 6654 [email protected]

7 Carmelite Street, London EC4Y 0BS

Webloyalty

020 7291 8720 [email protected]

19-21 Great Portland Street, London

Lifestyle

Halloween Report from Webloyalty Ireland