With Halloween worth millions to UK retailers, we look at how convenience stores can maximise sales across confectionery, alcohol, snacks and beyond – and why creative in-store displays are key to driving impulse purchases
1. Halloween represents a massive opportunity for retailers
2. Confectionery is key for seasonal sales
3. What pack size is right for Halloween?
4. Big frights can become big nights in
5. Looking beyond confectionery at Halloween
6. A chance for retailers to get creative
1. Halloween represents a massive opportunity for retailers
The spooky season is almost upon us and while often dismissed as an event for kids, it’s the third biggest seasonal event of the year, after Christmas and Easter, plus a great opportunity for retailers to warm up customers for the festive season.
Lauren George, external communications manager at Mars Wrigley advises retailers not to take Halloween lightly. “With consistent growth in participation, spend per household, and category penetration, Halloween represents a significant opportunity for retailers to support incremental sales through strategic product selection and early season activation.
“Halloween’s evolution into a mainstream celebration creates tremendous opportunities for retailers who approach it strategically. By understanding the distinct roles different formats play and ensuring comprehensive ranging across all consumer needs, retailers can maximise this growing event’s potential.”
According to George, understanding Halloween consumer behaviour is crucial for success. Citing YouGov research, 20% of households now host or attend Halloween parties and 19% of households keep treats specifically for trick-or-treaters.
Martyn Parkinson, sales director of retail at Booker Group, explains how much the event has grown. “The growth in participation highlights just how much the occasion has developed, with 49% of GB adults celebrating Halloween in 2025, compared with 28% in 2024 according to YouGov. With Halloween falling on a Saturday and during October half-term this year, there is an opportunity for retailers to make the most of what is likely to be a particularly strong occasion.
“For convenience stores, Halloween is especially valuable because it plays to the strengths of the channel. Local stores can cater for planned seasonal shops as well as last-minute missions, from trick-or-treat treats and sharing bags through to snacks, drinks, decorations and other party essentials. It’s an occasion where retailers can build the basket well beyond confectionery and offer shoppers a convenient one-stop solution.”
2. Confectionery is key for seasonal sales
With treat or treating so popular, households are looking to make sure they’re not caught out by picking up some confectionery to give out (or to enjoy themselves).
Susan Nash, trade communications manager at Mondelēz International explains how Halloween and confectionery go hand-in-hand, and that retailers should be stocking up on names consumers know. “Halloween is a pivotal sales opportunity for the confectionery market, and consumers are looking for trusted brands in formats that are fun and easy to share, while embracing the spooky season. Our 2026 range brings together Cadbury treatsize favourites, the return of Oreo Spooky, playful Maynards Bassetts packs and the new Sour Patch Kids Monster Heads, giving retailers a strong mix of trusted favourites and seasonal innovation to boost their Halloween sales.”
Mondelēz International is adding limited-edition Sour Patch Kids Monster Heads to its Halloween range for 2026. The Halloween range brings together chocolate and sugar confectionery, as well as cookie treats, with each category designed to help retailers make the most of the seasonal sales opportunity across trick-or-treating, sharing, parties and at-home snacking.
Mars Wrigley’s George outlines the size of the confectionery prize. “Latest data reveals that Halloween confectionery is now worth £263m, with 62% of UK households participating in Halloween celebrations each year (NielsenIQ Scantrack & Kantar WPO | Total Halloween Confectionery | 6W to WE 01/11/25), making it a critical revenue driver for retailers.”
Meanwhile, Duncan Tyrrell, head of category at Haribo, believes the category feeds into shoppers looking for an inexpensive treat. “In a budget-conscious world, confectionery stands out to consumers as an affordable, high-quality, reliable treat, with sweet confectionery capturing an increased share of units and volume across the Halloween season (IRI Circana, Total Market, Value Sales 52 w/e, data to 01/11/25). This is supported by the fact that one in five shoppers trade into sweets during key seasons, and Halloween now ranks in the top 10 occasions for sweets purchasing (Giraffe Insights – TrendSight 2025 – Sweets Category Usage and Attitudes Survey).”
Tyrrell adds that if shoppers are buying for Halloween, they want to go all in. “A critical trend for 2026 is the growing demand for “themed” products, which now account for 30% of total category sales (Circana Total Themed Halloween Confectionery Total Market data 9 we 2nd Nov 2025 vs YA) over the period of Halloween. In fact, 55% of shoppers now prefer seasonally themed sweets over standard everyday lines (Giraffe Insights – TrendSight 2025 – Sweets Category Usage and Attitudes Survey).
“This shift represents a significant opportunity for convenience stores to drive incremental growth during holidays like Halloween by creating a distinct seasonal ‘event’ in-store, rather than relying solely on everyday core ranges.”
To help retailers drive monster sales this year, Haribo is launching Haribo Sour Bats, available in 140g sharing bags (RRP £1.25) and price-marked packs (PMP), an exciting channel exclusive that brings a punchy sour twist to the seasonal fixture.
3. What pack size is right for Halloween?
Parties and trick or treaters around this time of year mean that people might need to stock up, and that’s where share-size packs come into play.
Clare Newton, trade and shopper marketing manager at Swizzels, advise retailers to make sure they have the right size packs for the occasion. “Sharing bags, singles and novelty items are all essential products for retailers to stock ahead of the occasion. However, sharing formats are best-sellers at Halloween. Swizzels’ sharing bags, including Mummy Mix, Monster Treats and variety packs, alongside our Sweet Shop Favourites tubs, are perfect for a range of sharing occasions, from trick-or-treating to Halloween gatherings.”
Lauren George agrees. “Sharing bags represent the largest Halloween segment, offering scale and relevance throughout the season. Large and extra-large sharing formats drive both penetration and basket spend, making them essential for early pre-season engagement. Mars Wrigley’s winning range includes strategic NPD integration, with brand breadth designed to maximise incrementality and shopper conversion.”
She adds that fun-size lines also do well particularly at Halloween. “Fun-size confectionery continues to play a central role in Halloween purchasing, driven by the trick-or-treat occasion. Demand peaks in the final two weeks leading to 31st October, with 80% of shoppers purchasing only chocolate and fruity fun-size products, underlining the importance of maintaining availability during this critical trading period.”
This Halloween, Mars Wrigley is strengthening its seasonal confectionery offering with the launch of new M&M’S Chocolate Minis Funsize, bringing one of the nation’s favourite chocolate brands into the fun-sized sharing format for the first time.
4. Big frights can become big nights in
As the cost-of-living still continues to bite but consumers are looking for an excuse for get-together, Halloween is a great opportunity for big night in with friends.
Sarah Duncan, category & commercial strategy director at Heineken UK, says shoppers are cutting back on spending but not on the fun. “The occasion remains a popular time for consumers to socialise with friends and family, with many also looking to elevate at-home gatherings by recreating the pub experience.
This is where larger formats cater well, such as Foster’s 18x440ml and 10x440 packs, which remain Heineken UK’s best performing SKUs year on year during the Halloween season. Single 660ml bottles of Birra Moretti and single 650ml bottles of Heineken also perform well, we suggest retailers stock up to cater for those grab-and-go moments.
Rob Yeomans, vice president of commercial development at Coca-Cola Europacific Partners GB (CCEP) adds that people are willing to spend for these occasions. “Halloween continues to grow as a major retail moment, fuelled by shoppers looking for soft drinks that make seasonal celebrations feel more fun, from parties and movie nights to group get-togethers with family and friends. The occasion is especially relevant for Gen Z, with some shoppers spending up to £200 on Halloween across costumes, decorations, food and drink.”
5. Looking beyond confectionery at Halloween
The main focus of the season is confectionery but retailers shouldn’t overlook other categories that doe well at this time of year. Parkinson advises retailers to look at the bigger picture. “Halloween presents a much broader opportunity than confectionery alone, particularly as shoppers increasingly use the occasion for socialising, parties and Big Night In occasions.
“Crisps, snacks and nuts are a natural fit for sharing, while soft drinks can be linked to parties, movie nights and other Halloween gatherings. Retailers can also create complete solutions for a night in by bringing together complementary products, such as drinks, sharing snacks and frozen food.
“There are also opportunities beyond food and drink, with decorations and party essentials helping retailers cater for last-minute shoppers looking for a convenient one-stop solution. The key is to think about the occasion as a whole and build a seasonal range that gives shoppers everything they need for Halloween, rather than focusing solely on sweets.”
Heineken’s Duncan says timing will favour retailers for alcohol sales. “With Halloween falling on a weekend this year, there is a fantastic opportunity for retailers to get involved and drive revenue. In 2025, beer and cider sales reached £373m in the lead up to, and across the Halloween period, in grocery this was worth £275m, and impulse sales reached £97m. In fact, 2025 beer and cider sales in the week of Halloween were 6.6% higher than the previous week, cementing Halloween as the biggest trading week during the autumn season in value sales, demonstrating how key a trading period this is for retailers.”
Scott Bell, marketing director at SHS Drinks, says RTDs fit perfectly in for the spooky season. “Confectionery and decorations will always play a significant role in Halloween spend, but alcohol is another essential category as more young adults celebrate Halloween than any other age group. RTDs are particularly well suited to the occasion because they combine convenience with flavour, colour and fun. They’re ready to drink, easy to share and require very little preparation, making them ideal whether consumers are hosting a house party, enjoying pre-drinks before heading out or simply getting together with friends at home. RTDs are also one of the strongest growth engines in the alcohol sector, delivering almost 14% growth in the last year, which makes Halloween a valuable moment to encourage trial and bring new shoppers into the category.”
6. A chance for retailers to get creative
Halloween is a great opportunity for retailers to inspire shoppers with some spooky displays to help everyone get into the spirit of the season.
Coca-Cola Europacific Partners’ Yeomans says retailers shouldn’t miss out on having a seasonal display.
“For retailers, this creates a clear opportunity to dial up visibility in-store and on-shelf, using leading brands backed by seasonal marketing activity to tap into sharing occasions and seasonal get-togethers.
“Fanta has consistently brought Halloween to life through limited-edition flavours, collectible packs and high-profile entertainment partnerships.
“This year, Fanta is launching its new ‘Horrorverse’ Halloween activity, including limited-edition collectible packs across the range and a disruptive ‘Wanta Fanta? Run For It’ campaign. From mid-August, the Fanta range will receive a temporary makeover featuring Ghost Face from the Scream franchise alongside a cast of Fanta’s very own horror creations including Haystacks, Drayk, Howlie and Franx – aimed at driving talkability and giving Fanta fans a series of must-have packs to collect.”
Booker’s Parkinson says that displays aren’t just about creating theatre – they also need to be functional. “The key is to create highly visible, compelling seasonal theatre and make sure the most relevant products are readily available. Halloween is particularly suited to impulse because shoppers often make last-minute purchases, with local convenience stores becoming a destination for trick-or-treat sweets, sharing bags, decorations and other top-up purchases.
“Fun-size confectionery and novelty products are particularly important, with demand peaking in the final two weeks before 31 October. Maintaining availability during this period is therefore crucial.
“Retailers should, however, ensure that any merchandising complies with HFSS regulations. There are restrictions on the location and promotion of HFSS products, including certain areas around checkouts, queuing areas, aisle ends and entrances for stores within scope.”
SHS Drinks’ Bell says retailers shouldn’t pass up the opportunity to create some spooky displays. “Halloween is one of those occasions where retail theatre really matters. More than almost any other seasonal event, consumers actively look for inspiration, fun and products that help them embrace the occasion. Creative displays, strong seasonal messaging and secondary sitings all help capture shoppers’ attention whilst encouraging impulse purchases. Halloween is built around self-expression, creativity and shared experiences, the same values that sit at the heart of WKD and the “Got a WKD Side?” campaign, so retailers have a fantastic opportunity to bring those themes to life in-store.
“Retailers should maximise visibility through off-shelf displays, secondary sitings and seasonal merchandising, making products easy to find and easy to buy. Convenience remains essential, so ensuring strong availability across bestselling flavours, innovation, multipacks and sharing formats will help capture both planned and impulse purchases. The key is to make the Halloween shop feel simple, exciting and complete, particularly for shoppers who are buying for groups, parties and last-minute get-togethers.”
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