Halloween is becoming an increasingly important occasion for Homeware and Gift retailers, with new research revealing that more consumers are planning to celebrate this year and demand for seasonal decorations is on the rise.
According to research from the Institute of Grocery Distribution (IGD), 36 per cent of UK shoppers planned to celebrate Halloween in 2026, up from 27 per cent last year, as the occasion continues to grow beyond traditional trick-or-treating and fancy dress.
The research found that 46 per cent of those celebrating intend to decorate their homes, while 32 per cent plan to attend a party or event, compared with 25 per cent in 2025.
And it appears that retailers are already seeing the benefits, with Wilko reporting that sales of artificial Halloween trees during September were 200 per cent higher than the same period last year.
The growing popularity of Halloween trees, wreaths and ornaments has even given rise to the term ‘Halloweenmas’, as consumers embrace decorating traditions more commonly associated with Christmas.
Wholesale marketplace Faire has also reported a significant increase in its Halloween assortment, with the number of themed products available on its platform rising by more than 500 per cent over four years, from 425 in 2021 to 2,632 in 2025.
Charlotte Broadbent, UK General Manager at Faire, told The Guardian that Halloween has developed from a single evening into a much longer celebration, with consumers increasingly embracing the opportunity to decorate their homes and spend time together.
The trend is creating opportunities for retailers across a wider range of categories, including decorative Homeware, tabletop, baking accessories, seasonal gifting and products for entertaining.
With Halloween falling on a Saturday this year, retailers could also benefit from greater interest in hosting parties and gatherings.
IGD’s research suggests that younger consumers are helping to drive this shift, with Halloween participation highest among 18 to 24-year-olds.
More than half (51 per cent) of shoppers surveyed said they wanted to try new products or recipes, while 34 per cent of Halloween celebrators planned to use social media for food and drink inspiration.
This could provide opportunities for cookshops and Housewares retailers to promote seasonal bakeware, serving dishes, drinkware and kitchen accessories alongside decorative products.
However, value remains an important consideration. IGD found that 85 per cent of shoppers buying food and drink for Halloween were likely to purchase products on promotion, while 67 per cent planned their purchases in advance.
Independent retailers are also responding to growing demand. Libby Ewart, who runs online partyware and Gift business The Box Party, told The Guardian that she had increased her Halloween stock purchases by 40 per cent this year.
Despite the growing interest, Halloween remains a considerably smaller retail occasion than Christmas. Nevertheless, the increasing emphasis on decorating, gifting and entertaining suggests it is becoming a more substantial opportunity for Housewares retailers and suppliers looking to make the most of the autumn trading period.
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