1. Get your Halloween stock out early
2. Get creative with displays
3. Confectionery is key for Halloween success
4. Halloween/Big Night In crossover
5. Partying on a budget
6. Have a social media Halloween
7. Perfect lead-in to Christmas
1. Get your Halloween stock out early
Summer will be barely over and the spiders, witches’ hats and broomsticks will be on display in the major multiples. Halloween is a big opportunity for retail, and while the supermarkets have the space to dedicate to the spooky season, convenience store owners should be prepared to start early to make the most of it.
Mars Wrigley Seasonal Senior Brand Manager Steve Waters, explains the opportunity. “The Halloween season’s trajectory shows no signs of slowing, with consistent growth in participation, spend per household, and category penetration,” he says. “Halloween is seeing a continued increase in popularity, with the growth of the season set to continue year-on-year. Latest data reveals that household penetration increased by 3.3% in 2024 to 65%.
“As 66% of households in the UK claim to celebrate Halloween, there is an opportunity to capture the attention of a highly engaged audience. This growing consumer interest, combined with Halloween falling on a Friday in 2025, makes the season a critical revenue driver for retailers – there is opportunity to drive incremental sales through product selection, impactful merchandising, and early season activation.
Head of marketing at World of Sweets, Kathryn Hague, urges retailers to keep track of when the multiples start stocking for Halloween but ensure they have enough to keep them going until the very last moment. “Retailers are launching their Halloween displays increasingly early each year, with some introducing their ranges as early as late summer. To stay competitive, it’s essential to have your shelves fully stocked by September at the latest.
“We’re noticing a trend of earlier Halloween merchandising, driven by customers who are eager to plan ahead. This works in retailers’ favour, as it helps stretch out the seasonal sales window,” says Hague. “However, since there’s a notable spike in Halloween sales during the final week of October, it’s crucial for retailers to ensure their stock lasts through to the end of the month to maximise seasonal sales.”
Swizzels trade & shopper marketing manager Clare Newton agrees that retailers should be looking at early September for their Halloween displays. “We recommend introducing Halloween lines from late August/early September. This allows retailers to capture early shoppers, often parents or party planners, while also giving time for repeat and impulse purchases in the run-up to the event. Early displays also act as a timely reminder for shoppers who might not be planning a Halloween shop but are tempted by sea-sonal products.
“Maintaining stock right through to the day of Halloween is just as important, as convenience stores are a go-to destination for last-minute purchases. A phased approach, with a steady build-up of displays, works best for maximising sales across the full season.”
2. Get creative with displays
Halloween represents an opportunity to stretch those creative muscles and add a bit of theatre to their store. One benefit of being independent is that you can really go to town on Halloween displays if that’s what you’re into.
Heineken UK category & commercial strategy director Alexander Wilson suggests making the most of what’s available but ensuring it’s the first thing that customers see when entering the store. “When it comes to in-store theatre, convenience retailers should consider using any themed PoS available and creating their own display near the front of the store which signals Halloween-themed promotions. For example, a multipack of beer with snacks like crisps and nuts, to help inspire customers to purchase multiple items, and to get everything they need from one store.”
World of Sweets’ Hague says that retailers just need to make it as easy as possible for shoppers. “We encourage retailers to make the most of the season by grouping together their seasonal products and creating eye-catching Halloween displays where shoppers can find everything they need for the spooky holiday.
“We’re offering great seasonal merchandising solutions that capture the attention of shoppers within a busy retail environment. Shelf edge strips are a popular and low-cost option, as well as colourful Halloween 1m shelf edge labels that are sure to make the seasonal display stand out in store. Navigating shoppers is key, so it’s important to use clear signage and POS.”
Waters’ advice is straightforward – make it easy for shoppers. “Convenience is key for consumers, as they want to be able to enter a store and easily find what they are looking for. The trend has a particular resonance for us and our retail partners, with our continuous approach to delivering the best results for consumers.”
Senior Sales Director of Impulse & Field Sales at PepsiCo, Nic Storey, says retailers should consider larger formats. “As consumers come together to connect and socialise during Halloween, many will also be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together. Sharing formats should be placed at the top of retailers’ main displays, putting them in the shopper’s eyeline. This will grab their attention and encourage more sales of larger packs, which are higher value than single packs. The higher the value, the higher they should sit.”
3. Confectionery is key for Halloween success
Trick or treaters are always going to be a big part of Halloween and consumers will need to make sure they have enough treats to give out. Confectionery is a key category for Halloween and retailers shouldn’t underestimate this when stocking.
Newton explains the importance of the connection between the two. “Halloween 2024 was another strong year for sugar confectionery in the convenience channel, despite wider economic pressures. As one of the most affordable ways to join in seasonal celebrations, sweets remain a go-to purchase, especially for last-minute shoppers. Swizzels performed well, with demand led by our value-led sharing bags, tubs, and themed assortments. Our limited-edition Squashies Squeletons proved to be especially popular.”
Meanwhile Waters agrees that one-in-five shoppers will buy specifically for trick or treaters. “It is crucial for retailers to consider wider consumer behaviour when it comes to the Halloween season, so they can capitalise on a variety of shopper missions. For example, 18% of households keep treats specifically for trick-or-treaters, so providing bitesize confectionery for shoppers is a must.”
Mondelez also stresses the importance of treatsize lines. “Halloween is an increasingly important sales opportunity for retailers, as it has grown in popularity. Therefore, retailers have the great opportunity to stock up on treatsize best-sellers such as our Cadbury TreatsizeSharing Selection. Whether customers wish to hand out Treatsize Cadbury Freddos to trick or treaters, host a party with Sour Patch Kids Strawberry & Watermelon or simply enjoy OREO Spooky at home, Mondelez’s Halloween range provides candy for every occasion, offering consumers playful, spooky shapes and products to align with the fun spirit of Halloween.
Kathryn Hague World of Sweets’ Hague details the extensive range available for this occasion. “Novelty confectionery treats from Crazy Candy Factory are always a top-seller among younger customers and those looking for seasonal themed gifts. New for this year is the Crazy Candy Factory Monster Eyeball Ring Pop, an addition to the £1 novelty offering and available in strawberry, apple and blue razz.
“Candy Cups are a great way for retailers to offer top-selling pick and mix lines in a resealable, portion-controlled cup, and they work great during seasonal periods.”
4. Halloween/Big Night In crossover
With the weather turning colder and the evenings getting darker earlier, moving into the Halloween season also brings with it the big night in as people may be less inclined to hit the pubs. Halloween is also a great excuse to have a party
Head of Convenience and Impulse at KP Snacks, Stuart Graham, explains the link and how retailers should be making the most of it. “As Autumn approaches, Halloween and Bonfire Night present a key opportunity for retailers to drive sales and foot traffic. In the lead-up to both events, consumers seek out their favourite snacks for movie nights at home and get-togethers with family and friends, making Crisps, Snacks and Nuts (CSN) a critical category to capitalise on.
“To capitalise on Bonfire Night and Halloween and the strength of the Sharing segment, retailers should stock a range of Sharing CSN products. Worth £2bn and growing at +2.7% MAT, Sharing is the largest segment in CSN.”
Customer development director, UK, at St Pierre Groupe Josh Corrigan, agrees that Halloween represents a chance to remind customers of the big night in occasion. “There’s a very significant opportunity for additional sales in convenience at this time of year. It’s easy to assume that Halloween and Bonfire Night is a relatively short-lived window that only impacts a small range of sectors, but in recent years, the rise of the ‘big night in’ peaks around these occasions have created a sales opportunity across the retail landscape – and in categories not immediately associated with the season, such as bakery.”
“Rolls, the category where Baker Street are prominent, did well in convenience last Halloween. Halloween and bonfire season are the peak of ‘big nights in’ each year, and consumers are looking for ways to make the most of at-home events, with a particular focus on handheld eating. Typically, roll sales grow each year in the two weeks to Bonfire Night when compared with the previous two weeks, adding value to the sector, and sales of our Burger Buns, Hot Dog Rolls and Seeded Burger Buns demonstrate a similar sales spike over the same period every time.
5. Partying on a budget
Even if they’re ready to party, consumers are still watching the pennies, and retailers need to be mindful of that when deciding on a seasonal range. They don’t want to be stuck with Halloween-themed stock that is less likely to be sold after 31 October.
Heineken UK’s Wilson suggests avoiding ‘dead stock’ with some clever ranging. “With Strongbow Dark Fruit and Foster’s being core brands that perform well all-year-round , retailers don’t necessarily have to worry about having dead stock after the Halloween season has passed, but instead focus on how they display beer and cider in store and having full availability of these bestsellers. It is also worth thinking about how to facilitate trade up – for example, giving other core brands like Old Mout, Birra Moretti and Cruzcampo, which caters to those watching their spend but still wanting something special, top shelf space.
St Pierre Groupe’s Corrigan, says that despite the cash concerns, people still want to enjoy themselves. “In the current economic climate, people are being careful with their cash, but still want to enjoy themselves, so we predict that many people will be looking to make the most of Halloween and Bonfire Night. Retailers should prepare for another buoyant sales period, and make sure their ranges cater to the consumer trends we are seeing across the grocery market, such as premiumisation, demand for new and exciting flavours, sharing packs, and larger packs that offer value, including Baker Street’s multipacks of Burger Buns and Hot Dog Rolls.”
Waters says that there are plenty of stocking options for retailers to offer value to consumers. “To cater to cost-conscious consumers, confectionery retailers can curate creative and affordable product assortments. Retailers should offer a variety of pack sizes and mix-and-match options, allowing customers to purchase a variety of treats at lower price points or larger packs offering better value.”
6. Have a social media Halloween
If your customers have put so much effort into their costumes, they’re going to want to show them off on social media. There’s no reason why the products they buy should be any different. Swizzels’ Newton believes the spooky season will be strong for social channels. “In 2025, we expect the focus on fun, interactive, and ‘Instagrammable’ confectionery to continue, products that add entertainment value and fit into parties, games, or family activities. Themed shapes, bold colours, and novelty formats will remain popular, helping create memorable moments.
“At the same time, value-led sharing formats will be essential, as shoppers look for affordable yet exciting ways to cater for groups. Retailers who combine crowd-pleasing products with compelling seasonal displays will be best placed to take advantage of this growing occasion.”
7. Perfect lead-in to Christmas
With Christmas hot on the tail of Halloween, retailers may have to make a call on what range they display to make the most of both seasonal opportunities. However, Mars Wrigley’s Waters says retailers can have it both ways, taking on the multiples. “With eight million shoppers purchasing tins & tubs at Halloween (up one million versus previous year), and 37% of tins and tubs shoppers making purchases during the season, this format plays a unique dual role. Nearly half of Halloween tins & tubs purchasers will buy again at Christmas, creating valuable cross-seasonal loyalty.”
Newton suggests focusing on one season to ensure customers come to you first. “Independent retailers can compete by curating a focused, high-performing Halloween range that’s displayed in a way that creates maximum impact in minimal space. Focusing on proven best-sellers, like Swizzels sharing bags and themed multipacks, ensures every product earns its place.
“They can also be more agile than larger stores, reacting quickly to demand and running localised promotions. Using seasonal theatre in windows or till areas, combined with value-led promotions, can help them attract shoppers who might otherwise head to a supermarket.”
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