New research from Central England Co-op has given an insight into how shoppers are feeling about Halloween during the Covid-19 pandemic and how this year’s celebrations could differ from previous years.
The study looks at expected trends for Halloween 2020, as well as including results of a survey of customers asking them if and how they will be looking to celebrate the season during these uncertain times.
The research suggests that the need to social distance will undoubtedly impact on Halloween, with a reluctance from parents to let children go trick or treating.
Customers surveyed by the retailer suggest that the ongoing pandemic has impacted their intention to celebrate Halloween this year, with 74% of those surveyed that have historically celebrated the event saying they are less likely to this year.
It is anticipated that consumers could look to enjoy a Halloween-themed night in this year and that celebrations will be largely unplanned with the research suggesting shoppers will be more likely to shop for the event as close to the day as possible when they can be more certain of the situation.
Home baking could play a big part in family Halloween celebrations this year, partly linked to the current series of the Great British Bake Off being in full flow and also following on from the rise of ‘lockdown bakers’ this year.
However, the Central England Co-op research shows Halloween had already become a popular home baking occasion with a steep rise in sales of baking mixes in recent years around Halloween.
Sita Chauhan, Strategic Customer and Market Insight Manager at Central England Co-op, said: “It is clear from our research that there is understandably some anxiety around celebrating Halloween in the traditional way this year and trick or treating, in the traditional sense, may have to wait for another year.
“However, Halloween as a holiday has been growing in popularity year on year and I don’t think those who enjoy celebrating the event will want to let it pass without marking the occasion, whether that’s decorating the house, carving pumpkins with the kids or watching a scary movie with a ‘spooky’ tipple and some treats.”
Central England Co-op is working with FareShare Midlands this Halloween to help provide vital food packages during the autumn and winter months that will help ensure young people at risk continue to eat well and stay healthy during the coming months.
Customers visiting stores in the run up to Halloween can lend their support by buying a special ghost pumpkin when in store (£3.50), which will then see the retailer donate 50p every time to benefit FareShare and its amazing work in the local area.
Central England Co-op also has a range of great products available to make Halloween at home special with some great decorations, such as bunting, lights and balloons and some tasty treats and spooky tipples.
