Explore the best creative works

36% of 18-24-year-olds would use Halloween pop-up shop

With over three quarters (77 per cent) of those aged between 18 and 24 celebrating Halloween in the UK, research by Live & Breathe has found that over a third (36 per cent) would buy from a pop-up shop if one was near their home or work.

The research from the retail and shopper creative agency found that only one in ten Brits (10 per cent) have a local shop that they consider a good source of Halloween items.

A survey of 2,000 adults found that over one in five (21 per cent) said that they would use a pop-up shop to buy Halloween-themed products if one opened near their home or workplace.

Nick Gray, MD of Live & Breathe, said: “Pop-up shops are ideal for seasonal markets like Halloween but aren’t used nearly as much as they should be. Last year, YouGov research suggested British consumers would spend as much as £650m on Bonfire Night and Halloween. UK retailers are missing a trick and could learn a lot from the US. Take Ricky’s as a case in point. The online fancy dress retailer uses pop-up shops tactically, with around 30 Halloween temporary stores in New York for the Halloween period. The etailer also uses this as a test-and-learn exercise to identify where the most fruitful locations might be to open a permanent store.

“Fancy dress and decorations shops are thin on the ground most of the year, and with 7,000 empty retail units in London alone, and the huge demand our research has identified, there’s excellent scope for highly profitable, seasonal pop-ups.”

The research also found that Bonfire Night provides a big opportunity for pop-up shops, 61 per cent of shoppers celebrate Guy Fawkes’ Night (jumping to 81 per cent of 18-24 year-olds) and eight out of ten of those who do so (79 per cent) buy fireworks.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy