Did you know that Halloween traditions originated from the ancient Celtic festival of Samhain. In recent years, Halloween was the celebration our American cousins did bigger and better. No longer though; the stats show that Halloween is an important event for Irish consumers with two thirds buying treats especially for the occasion. It is now one of Ireland’s most important events, and it is growing year on year.
According to the Shelflife Magazine, the estimated spend is in excess of €41m on confectionary, fancy dress and decorations, whilst 1 in 5 consumers will buy a pumpkin! Whilst parties were once focused on children, over 50 % of Irish consumers believe it is as much fun for adults as for children! In particular, Halloween costumes are a favourite purchased at supermarkets, with 20% bought in Dunnes, Supervalu or Tesco, and an equal 20% bought in discount stores such as Dealz or EuroGiant.
Business is booming, and as the craze for Halloween increases each year, supermarkets are dedicating more space than ever before to ghoulish-themed items. The combination of a very limited sales window and the level of competition for buyer’s attention has meant that merchandising has become the vital tool for a huge number of brands to maximise sales during this busy time. There’s more need than ever before to ensure products are fully stocked, prominently-placed in store and looking fantastic.
To find out how eXPD8 Ireland can help, get in touch with our FANG-tastic team.