£650 million expected to be spent on Halloween and Bonfire Night

People in the UK are predicted to spend over £650 million celebrating Bonfire Night and Halloween, according to a YouGov Sixth Sense report.

Could brands do more to market Halloween?

The research found that an estimated £386 million will be spent on Bonfire Night, with 12 per cent of adults saying they will buy fireworks, 12 per cent saying food will be bought as they plan to attend or host a party, and 29 per cent saying they expect to attend an organised fireworks display.

It was also found that 23 per cent of adults will actively participate in an activity to celebrate Halloween, with an estimated £268 million to be spent.

However, not everyone surveyed believed that Halloween is a good idea, with 45 per cent suggesting it is an “unwelcome American cultural import”.

James McCoy, YouGov SixthSense research director, said: “The massive amount of money consumers are already spending on Bonfire Night and Halloween would certainly be enough to make retailers sit up and take notice.

“But the really interesting thing about this report is that the number of people actively taking part is still rather low, and so the big opportunity for retailers is to get the high percentages of people who feel favourably about Bonfire Night and Halloween out celebrating, and of course spending money.”

Do you think marketers and brands are doing enough to promote these holidays?

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.