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Hallowe’en footfall set to rise as retailers focus on in-store events

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Footfall to UK retail stores is expected to rise by 7% over the course of today, compared to the average day, as retailers stage in-store Hallowe’en events to attract visitors at what has become the third biggest retail event of the year, new predictions suggest.

Retail intelligence specialist ShopperTrak says that £320m is expected to be spent on Hallowe’en related merchandise this year – 3.2% more than last year – putting it third only to Christmas and Easter in terms of sales.

Retailers, says Shoppertrak, are focusing on in-store events as they look to bring shoppers into the store. This is part of a wider trend that is seeing stores focus on giving shoppers a reason to come into a store at a time when sales are increasingly shifting online.

Steve Richardson, UK and MEA Director at ShopperTrak, said: “We’ve seen a steady growth in the adoption of Halloween both by consumers and retailers. The festival now presents the third largest retail event after Christmas and Easter in terms of sales and, this year, the trend continues with an expected increase in shopper traffic of 7% on the daily average on 31 October.

“Retailers aren’t just relying on Halloween themed products or confectionery to drive interest in the event; many are using in-store experiences to draw consumers into their bricks-and-mortar outlets, whether it’s pumpkin carving classes that are being offered by Morrisons or Halloween inspired make-up tutorials by the likes of beauty brand, Illamasqua.”

Already, says shopping centre CRM and marketing insight platform Coniq, revenue over the weekend leading up to Halloween rose by 9%, while, in total, UK shopping centres witnessed a rise in transactions by 6%.

Ben Chesser, founder and chief executive of Coniq, said: “Halloween provides retailers with a great boost ahead of peak trading season, where they can optimise high traffic for maximum loyalty sign ups. The data collated from Halloween’s peak in transactions will also help to inform any last-minute changes or alterations to strategy and planning that might be needed in the run up to the festive period.

“It is also great to see the worth for retailers getting involved with these seasonal events, to benefit from the uplift in spend. This can also be optimised to showcase new products or lines, making optimum use of customer time in-store, to help encourage return visits and further spend.”

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