Retail Stores Increase Inventory of Halloween Advent Calendars as the UK’s Interest and Expenditure on the Holiday Rise
For those who believe Christmas has become overly commercialized, the introduction of Halloween Advent calendars might seem like a real-life horror story.
This new twist on the traditional Advent calendar features a countdown starting from the 13th, considered an unlucky number by some, and goes up to the 31st of October, offering 31 “nights of fright”. These calendars are filled with various items, ranging from horror-themed dolls to KPop Demon Hunter keychains.
An interesting version of this product is themed after the animated movie “The Nightmare Before Christmas”, which tells the story of the king of Halloween Town and his plans to take over Christmas.
The popularity of these Halloween countdown calendars is growing as the British public’s enthusiasm for Halloween festivities, including costume parties and trick-or-treating, continues to rise. According to Circana, a data analytics firm, the UK spends close to £400 million annually on candies for the various spooky visitors during Halloween.
The increasing interest in Halloween is proving to be beneficial for brick-and-mortar stores as well. “We’ve observed a 150% increase in the number of independent retailers ordering Halloween Advent calendars this year, with over 2,000 outlets across the nation now stocking them,” commented Charlotte Broadbent, the UK general manager at Faire, an online wholesale platform.
Faire’s line of products includes a “cross stitch countdown” calendar featuring a skull to stitch, and even a special calendar for witches’ cats, which includes a mummy-shaped catnip bag.
“The significance of Halloween as a retail opportunity has definitely escalated for British independent stores compared to previous years,” Broadbent explained. “Orders for decorations and costumes have surged by 70% year-over-year, a growth rate that surpasses what we’re seeing in the US, with Halloween countdown calendars leading this trend.”
The evolution of the Advent calendar concept beyond the Christmas season was inevitable. What started as a simple cardboard calendar revealing a picture of baby Jesus has transformed into a lucrative market of gift-filled calendars. These range from luxury beauty products to unique items like cocktails, matcha tea, and even dog treats, with waiting lists starting as early as summer.
Amazon boasts a wide selection of these Halloween calendars, and even upscale retailers like John Lewis have joined in, offering a £15 Squishmallows calendar suitable for both children and adults who are easily frightened. The store also noted that customers are purchasing other Halloween-themed decorations like macramé ghosts and haunted house snow globes.
“I’ve increased my Halloween stock by 40% because it just keeps growing every year,” stated Libby Ewart, who manages The Box Party, an online partyware and gift retailer. She noted the popularity of the £25 “13 Nights of Halloween Spooky Spells” calendar, which includes a coffin-shaped obsidian crystal and a black spell candle, and is favored by adults interested in crystals and similar themes, as well as by children.
“Halloween is a fun, low-pressure holiday. This year it falls on a Friday, which makes the countdown even more exciting. It’s a communal event that you can enjoy with friends locally,” Ewart added.
Alex Lawrence, a retail expert at Circana, mentioned that weather plays a significant role in the enthusiasm for Halloween. “Last year’s good weather compared to the previous year’s poor conditions made a notable difference. Bad weather can definitely dampen the Halloween spirit,” he observed.
Lawrence also noted, “Consumers continue to embrace seasonal events like Christmas, Easter, and Halloween, and are increasingly willing to spend more on these occasions for a bit of indulgence.” He added that manufacturers and retailers are eager to capitalize on these events with promotions, especially since sales in most food categories are either stagnant or declining.
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