{"id":799007,"date":"2026-10-11T09:32:11","date_gmt":"2026-10-11T09:32:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/799007\/"},"modified":"2026-10-11T09:32:11","modified_gmt":"2026-10-11T09:32:11","slug":"halloweenmas-how-the-spooky-one-nighter-turned-into-a-month-long-spectacular-retail-industry","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/799007\/","title":{"rendered":"\u2018Halloweenmas\u2019: how the spooky one-nighter turned into a month-long spectacular | Retail industry"},"content":{"rendered":"

The tree is up, the wreath is hanging on the front door and you\u2019ve just opened your advent calendar<\/a>. All told, it\u2019s beginning to feel a lot like \u2026 Halloween<\/a>.<\/p>\n

If it sounds like the stuff of nightmares then that\u2019s the point: Britons are increasingly decorating their homes with ghoulish versions of Christmas traditions. Think of it as Halloweenmas.<\/p>\n

\u201cWhat was traditionally a single-night celebration has turned into a month-long event mirroring many of Christmas\u2019s traditions, but without the same level of expectation,\u201d said Charlotte Broadbent, the UK general manager for the online wholesale platform Faire.<\/p>\n

Analysis of thousands of sales transactions on the platform revealed a huge rise in the number of Halloweenmas products available \u2013 up more than 500% in the past four years, from 425 in 2021 to 2,632 in 2025. The biggest areas of growth are trees, wreaths and ornaments.<\/p>\n

According to the budget retailer Wilko, Halloween trees are one of the biggest decorating trends of 2026. It said sales of artificial trees were 200% higher in September than a year ago.<\/p>\n

\u201cThere really aren\u2019t any rules with a Halloween tree,\u201d says Wilko. \u201cYou can go all-out or keep it simple with a smaller tree and a few spooky accessories.\u201d<\/p>\n

Halloween isn\u2019t like it used to be. Photograph: Natalia Alkema\/Alamy<\/p>\n

The lack of rules is clear from social media, where the looks span student party \u2013 black tinsel tree shaped like a witch\u2019s hat \u2013 to child-friendly cuteness. The arts and crafts retailer Hobbycraft\u2019s website offers \u201cfive ways to decorate a twig tree\u201d that include DIY spiderwebs made out of lolly sticks and felt pumpkins.<\/p>\n

Libby Ewart, who runs the online partyware and gift retailer The Box Party, has bought 40% more stock this year. \u201cHouses are decorated earlier and with way more thought than before,\u201d she said. \u201cAlso, this year it falls on a Saturday, so there has never been a better excuse for a party.\u201d<\/p>\n

Emily Viberg, a senior retail analyst at the research group Mintel, said Halloween was \u201cno longer just about costumes and sweets, it\u2019s about a full season of engagement, gifting and themed activities\u201d.<\/p>\n

Mintel\u2019s research shows young Britons, in particular, see it as an opportunity to express themselves and experiment with fashion and makeup, with 16- to 34-year-olds over-indexing<\/a> in purchases of fancy dress, cosmetics and decorations.<\/p>\n

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\u201cConsumers are increasingly buying into the atmosphere and social moments Halloween creates,\u201d Viberg said. \u201cYounger adults are at the heart of this shift, transforming Halloween from a one-night celebration into a broader season of self-expression and experience-led spending.\u201d<\/p>\n

Viberg said social media had accelerated this shift, with 40% of Halloween buyers using the platforms to buy products directly. \u201cViral costume trends, makeup tutorials, home decor inspiration and content tapping into popular culture are shaping consumer spending and helping to extend the season well beyond October,\u201d she said.<\/p>\n

While some people might complain it is all over the top, Broadbent said: \u201cWhat we\u2019re seeing is people investing into Halloween as a reason to share quality time together ahead of Christmas, with lots of fun and creativity at its heart and without the need to spend big.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The tree is up, the wreath is hanging on the front door and you\u2019ve just opened your advent…\n","protected":false},"author":2,"featured_media":799008,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[84,59,56,54,55],"class_list":["post-799007","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-business","tag-gb","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/799007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=799007"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/799007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/799008"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=799007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=799007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=799007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}