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The Rise of Spooky Season & The Halloween Product BOOm

As we gear up for Halloween, it’s impossible to ignore the growing love of so-called ‘spooky season’ in the UK – what was once just a simple fancy dress party and taking the kids trick-or-treating has become a holiday as beloved as Christmas and Bonfire Night!

So, what’s behind this boo-m, and why is it crucial for your business to embrace Halloween-themed products in 2023? 

Unmasking the Halloween Craze

In recent years, the UK has fully embraced the traditionally American spirit of Halloween, and it’s not just about handing out sweets and cheap costumes anymore. Here are a few reasons why:

1. Social Media Magic: The rise of social media platforms like Instagram, TikTok, and Pinterest has given Halloween a visual boo-st. People love to showcase their creative costumes, crazy decorations and homemade treats during the internet’s beloved ‘spooky szn’ – shown by the rise of popularity in Halloween hashtags. On TikTok, #Halloween has had a steady increase in use, with UK TikTok users interacting with it earlier on in the Year, YOY since 2021 – with interactions starting in July in 2021, June in 2022 and May of 2023.

2. Experiential Culture: Brits have developed a taste for immersive experiences, with the Moinin’s latest trends report citing that experiential venues saw the biggest increase in visits in 2023, with ⅓ of consumers planning to increase their visits to experience-led venues. Halloween is the ideal occasion to tap into this trend. The rise in popular events & venues such as haunted houses, scare mazes, themed club nights and escape rooms have all contributed to the growing excitement around Halloween.

3. Pop Culture Influence: The influence of American TV shows and movies, like “Stranger Things” and “The Haunting of Hill House,” have played a significant role in making Halloween more mainstream in the UK. These series have introduced British audiences to the charm of spooky storytelling and brands have not been shy about tapping into these campaigns – such as Lush UK’s collaboration with Stranger Things to produce limited edition bath bombs.

Halloween Marketing Magic

An impact of this Halloween boom in the UK has been a rise in brands creating spooky products and experiences – Halloween themed food & drinks on supermarket shelves and hair-raising immersive events in the hospitality industry, to name a few. 

Here are the best ways to ensure your brand doesn’t get lost in the noise, whilst embracing this Halloween product boom:

1. Seasonal Excitement: Halloween now creates a sense of excitement and anticipation that rivals Easter – with both search terms gathering similar interest via Google, year on year. Customers are actively looking for Halloween-themed products and experiences – with Halloween spending in the UK projected to reach over £1 billion in 2023 – it is a market ready to be delved into. 

By offering something unique, brands can tap into this enthusiasm to achieve brand exposure, encourage sales of other products and media cut-through with this topical angle.

2. Social Sharing: Halloween is inherently shareable. Creative and visually appealing Halloween products can generate organic buzz on social media. Encourage user-generated content, and watch your brand boom!

3. Differentiation: With the growing popularity of Halloween, more businesses are joining the party. To stand out, you need to offer something distinctive and captivating. Think limited-edition releases, exclusive collaborations, and immersive in-house experiences where possible.

The rise of Halloween in the UK is a phenomenon worth celebrating and leveraging. It’s not just about a quick trick-or-treat anymore; it’s about creating memorable experiences and tapping into the spirit of the season.

Looking to boo-st your brand? Summon team Scoop by contacting hello@scoopagency.co.uk 

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