Sales of Halloween products are expected to grow even further this year - and in-store spookiness has the added benefit of driving footfall.
So says Mintel, which today released research showing that retail sales of Halloween products reached £230m in 2013 and are expected to grow to around £240m this year.

In 2013, 43% of Brits joined in the fiendish festivities by spending on products or services for the occasion, which this year falls on Friday, October 31, with younger shoppers and parents with small children predictably the likeliest to buy.

Overall, 28% of consumers bought trick-or-treat confectionery in 2013, 14% bought fancy dress and 10%) bought decorations.

However, average spend is low, and Mintel says stores should focus on the demographics already clued-up to the event - young adults and families - encouraging them to trade up from confectionery to more expensive non-food items.

Retailers should also consider the other opportunities that Halloween can offer, says John Mercer, senior European retail analyst at Mintel.

"For stores, the gains go beyond a bite of the £240m market: Halloween-themed ranges, merchandising and in-store events can have a 'Santa's grotto' effect, providing shoppers with reasons to visit stores, driving footfall and encouraging impulse purchases," he states.

Chris Brockman, research manager, food & drink EMEA at Mintel, adds: "The profile of Halloween has started to climb in the UK in recent years and Britons are increasingly embracing this occasion. Situated between the end of summer and the run-up to Christmas, Halloween offers consumers a reason to celebrate during a relative lull in the calendar year.

"It appears that Halloween has evolved from being a largely child-focused holiday with a focus on trick-or-treating. Adults have now adopted it as a fully-fledged excuse to throw parties and dress up in ghoulish outfits."