UK Halloween searches surge as consumers look beyond pandemic
As UK retail attempts to recover from the blow dealt it by the country’s lockdown, key shopping events are a big focus and following news that consumers seem to be shopping early for Christmas comes a report that Halloween is also generating earlier-than-usual interest this year.
E-tailer Notonthehighstreet (NOTHS) said the shopping season could be the biggest yet with searches for halloween up 889% week-on-week and the word being in its top five search terms.
The search increase and volume on NOTHS are at levels usually only seen in October rather than late August.
The company, which carries products from 5,000 small creative businesses, said the Halloween spike is “an opportunity for independents from across the UK to tap into changing consumer demand and mindset ahead of the Christmas peak”.
The company’s commercial director Leanne Osborne thinks the pandemic has forced “us to look at alternative options to the traditional trick or treating” and that this is driving the current activity.
The almost-900% increase in search traffic is something that would usually happen in the week leading up to halloween itself. But shoppers are currently searching for a variety of goods including unique food and drink, partyware, decorations, games & activities and clothing & accessories at unexpected levels. Such searches usually start to rise in mid-September, but this year the increase began in early August.
“October half term will also be the first opportunity for families to reconnect after the children return to school, with many parents looking to recreate the fun and sentiment behind Halloween at home,” the company said.
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