Fashion to benefit as UK Halloween growth is all about clothing
British shoppers are set to spend 1.3% more on fancy dress and Halloween-themed clothing this year than in 2016, as an increased number of retailers expand their seasonal offering to benefit from the shopping frenzy.
According to a new report from GlobalData, clothing will be the sector with the strongest year-on-year growth, boosting the overall £481m UK consumers are expected to spend on Halloween this year.
The report paints a less rosy picture for the retail sector as a whole, however. Halloween sales are forecasted to grow by just 1.7% this year, achieving slower growth than on previous years as consumers cut back on discretionary items and turn to discounters for cheap Halloween decorations.
“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 at GlobalData.
“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.”
While retailers such as New Look, Asos, Boohoo, Missguided and H&M have launched Halloween clothing, Topshop stepped up its strategy by teaming up with popular Netflix TV show Stranger Things. To capitalise on the hype surrounding the show’s series two, Topshop launched an exclusive Stranger Things clothing collection and created an experiential installation at is Oxford Street store where fans can win tickets to watch the premier of the series in store.
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