UK Halloween interest grows, now country's third biggest retail event
today Oct 5, 2017
Halloween is now the UK’s third biggest retail event and has become a major event for shoppers looking to buy clothing suitable for the event, new data from eBay shows.
The company said there were more than two million searches for ‘Halloween costume’ on the site during September and October last year in the UK and while the kind of clothes they’re looking are usually in the fancy dress costume, category, shoppers are also looking for clothes that are fashion-focused.
And interest in the event is high for the whole family with Halloween costumes for women, men, babies, kids and adults generally all featuring among the top 20 searches in the fancy dress category on the site between July and October last year.
The event also gives a major boost to beauty-related product categories and last year, ‘Halloween contacts’, ‘Zombie contact lenses’ and ‘Halloween eyelashes’ were among the most searched for terms in the make-up category in the four-month period.
The third weekend of October last year saw a peak in searches for ‘Halloween costume’, registering a 67% increase compared with the first weekend of the month. And during the same period, searches for ‘pumpkin’ and ‘skeleton’ leapt 49% and 110% respectively.
Shoppers also searched for decorations with that particular search reaching a peak mid-way through October. And they made 17,000 searches for ‘fog machine’ during this month last year. Men in particular look for electrical options such as as that, as well as for ’projector’ and ‘scream’.
Lorna Dunne, Head of Fashion Business Development at eBay, said: “When it comes to the fancy dress category, Halloween is one of the biggest revenue drivers every year. But it’s also a growing opportunity for retailers across the fashion and beauty – and even consumer electronics – sectors as consumers continue to push the boundaries with their outfit and party efforts.”
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