Research from Klarna has unveiled what UK consumers are spending their money on in the lead up to Halloween 2022.
Data has shown that almost one in four Brits plan to dress up this Halloween, with Gen Z making up the largest group (48%), followed by millennials (42%).
TV series and movies are the best sources of costume inspiration and UK purchases of Stranger Things and Euphoria items have increased year-on-year – 2598% and 118% respectively.
Meanwhile some traditional costumes are losing popularity, with purchases falling for clowns (-59%), Scream (-12%) and devils (-9%). However superheroes and movie characters remain a strong choice, with purchases increasing for Spiderman (193%), Harley Quinn (48%) and Harry Potter (72%).
For Halloween make-up, false lashes have seen a sharp increase in sales, up 501%, while false nail sales have fallen by 37%.
Carl Lindahl, Klarna’s expert on consumer behaviour, commented: “The younger generations of Brits are big fans of Halloween as evidenced by the results of the global survey; they’re up there with Americans, Aussies, Canadians and Irish as the most likely to dress up.
“Pop culture is the main source of inspiration for costume choice according to our representative nationwide survey, and this is reflected in transactional data from online purchases in the UK. Our analysis shows an increase in product purchases associated with current TV shows and characters.”
