Survey Finds One In Five Would Use A Pop-Up Shop For Halloween Products

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31st October 2013 13:11 - Retail

Just one in ten Brits has a local shop that they consider a good source of Halloween items, according to a recent survey commissioned by the retail agency Live & Breath. The survey of 2,000 UK adults found that one in five (21%) said that they would use a pop-up shop to buy Halloween-themed products – if near their home or workplace - this figure increased to a third (36%) among 18-24 year-olds.

Supermarkets were also found to play an important role over this period, with a fifth (21%) of UK shoppers saying they purchase Halloween-themed items from their local store.

Managing Director of Live & Breath, Nick Gray, said:

“Pop-up shops are ideal for seasonal markets like Halloween but aren’t used nearly as much as they should be… UK retailers are missing a trick and could learn a lot from the US.”

Last year, YouGov released findings which suggest that British consumers would spend as much as £650 million on Bonfire Night and Halloween.

Bonfire Night is another key seasonal market where pop-up shops could be valuable assets: Live & Breathe’s research found that three fifths (61%) of shoppers celebrate Guy Fawkes’ Night (rising to 81% of 18-24 year-olds) and eight out of ten (79%) of those who do so buy fireworks.

Nick Gray continued:

“The Halloween and Bonfire Night industry is growing and presents a real opportunity for pop-up retailers. According to the Financial Times, one business saw its online sales increase 300% during its pop-up shop residency while another won a contract to supply John Lewis. The US is leading the way in terms of responding to shopper interest in this type of space and UK retail would be well advised to follow suit.”

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