Blog: Spooky sales trend
Leonie Barrie | 31 October 2006
So many trends make their way from the US to the UK that it’s often difficult to keep track. But one that’s standing out more than most is for event-led retailing. It’s still a developing phenomenon in the UK, but take a look in any of our shop windows today and you’ll be struck by the vast quantities of and the witches’ hats and broomsticks on display. (On the other side of the store you’ll more than likely see Christmas pressies lined up, but hey, the more retail opportunities the merrier?)
Halloween provides retailers with a welcome sales boost in the run-up to Christmas – and Verdict Research calculates that if the UK achieves an average spend of just three-quarters of US levels, Halloween would become an event worth over GBP1.2bn. In the US it accounted for $3.29bn in 2005, translating into an average spend of $48 per consumer.
Apparently customers are still willing to spend; they just need help and encouragement to do so. But by building pre-existing events into major celebrations in which consumers must participate the year just seems an endless run of festivities, from Christmas to Easter, Mother’s and Father’s Days, and now Halloween. Doesn’t anyone feel a bit jaded by it all?
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