HALLOWEEN

Parties and pumpkins take centre stage for Halloween

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Original article by Roy Morgan
Market Research Update – Page: Online : 30-Oct-23

Once considered a children’s event, Halloween is evolving into a beloved Aussie tradition for adults. Research from the Australian Retailers Association in partnership with Roy Morgan shows that 1.3 million Australians will hold or attend Halloween parties without children in 2023. The data underscores Halloween’s multifaceted appeal as both a family-focused occasion and an event for adults. The age group most likely to host or attend Halloween parties are those aged 18-35, with 16% planning to do so. It comes as popularity for Halloween products continues to surge, seeing sales upticks of 25 per cent each year over the past five years – crowning Halloween as the fastest-growing event on the retail calendar. Home decorations remain the most popular Halloween-specific purchase, growing 14 per cent year on year, while supermarkets are set to sell more than one million kilograms of pumpkins for the Halloween rush. Australians are forecast to spend $490m on Halloween in 2023, which is 14 per cent higher than in 2022.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN RETAILERS ASSOCIATION

Halloween hits sweet spot with Aussies – $490 million boost predicted

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Original article by
Australian Retailers Association – Page: Online : 26-Sep-23

Research from the Australian Retailers Association in collaboration with Roy Morgan shows that more than 5.3 million Australians will celebrate Halloween in 2023, an increase of 300,000 year-on-year. Those celebrating Halloween plan to do so in a variety of ways, such as attending or hosting a Halloween-themed party, decorating their homes, getting dressed up and going out, or staying home and welcoming trick or treaters. Total spending on Halloween is forecast to reach $490m, up 14 per cent on 2022; average spending per person is forecast to rise 8.1% to $93. ARA CEO Paul Zahra says the increased spend this year in the face of cost-of-living pressures demonstrates the growing popularity of Halloween in Australia, particularly for adults.

CORPORATES
AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED