GlobalData also found that ASDA was the most popular retailer for Halloween last year.
EUROPE–While Halloween sales in the U.K. are only projected to grow 1.7 percent this year, the Halloween clothing segment is expected to show the strongest year-over-year growth (3.1 percent) as retailers adapt their ranges to create themed fashion, according to U.K. research and consulting firm GlobalData.
“There has been an increase in retailers that do not traditionally sell Halloween goods entering the market, in an attempt to drive spend, as trading conditions for retailers become increasingly challenging,” says Eleanor Parr, retail analyst, Global Data. “One third of Halloween shoppers bought Halloween clothing in 2016, presenting a huge sales opportunity for struggling clothing retailers. This year fashion retailers are increasingly buying into Halloween, selling fancy dress for parties and trick-or-treating, and are also expanding their Halloween collection to include everyday Halloween-themed clothing that can be worn in the run-up to Halloween, such as humorous Halloween slogan t-shirts. Furthermore, the current ‘90s gothic trend, which includes lace, velvet and black clothing, fits with this theme, meaning some retailers have barely needed to adapt their AW17 offer to appeal to Halloween shoppers.”
According to GlobalData’s findings, ASDA was the most popular retailer for Halloween in 2016, coming out on top in all categories. However, the retailer has lost market share, sales and foot traffic to competitors like Aldi and Lidl, challenging its position for Halloween shopping. The company also faces increased competition from non-food discount retailers B&M, Home Bargains and Poundland. GlobalData reports that these discount retailers have improved their Halloween assortments and are offering similar products to grocers, but at more competitive prices.
The U.K. research and consulting firm also cited Topshop, which recently teamed up with Netflix to sell excusive “Stranger Things” apparel. To capitalize on the franchise, the retailer is also creating a “Stranger Things”-inspired world within its flagship Oxford Street store and is even offering shoppers a chance to win tickets to watch the premiere of the series in store. GlobalData believes that Topshop is using this retail theatre program and exclusive products to stand out in the competitive Halloween clothing market.