Over the past decade, Halloween has transformed from a modest occasion in the UK into a major seasonal event. No longer just a chance for children to knock on doors for sweets, it has become a key moment on the retail and leisure calendar. In 2024, UK consumers were estimated to have spent a massive £776 million on Halloween, up from £474 million in 2019, and the trajectory shows no signs of slowing.

Behind this growth lies an important insight into consumer behaviour: Halloween is less about the products themselves and more about the experiences that surround them.

Pumpkin picking: from harvest tradition to staged spectacle

One of the clearest examples of this is the rise of pumpkin picking. Once a low-key farm activity, it has now become a family day out that goes on sale months in advance, and regularly sells out. Tickets are snapped up quickly, not simply for the pumpkins themselves but for the social and emotional experience: the photo backdrops, the themed props, the tractor rides, the dressing up, and the sense of seasonal tradition.

So big is the rise in popularity, that some pumpkin patches are said to actually have the pumpkins shipped in, rather than grown on site. But consumers are not complaining – because the pumpkins are not the point. They are just props in a carefully curated, shareable moment. The Instagram appeal is often more important than the carving potential.

This highlights two important consumer dynamics:

• The experience is the product – Consumers are buying into the story, the memory, the shareable photo. The physical pumpkin is secondary.
• Scarcity drives demand – When tickets for the most popular patches sell out quickly, it creates a sense of urgency and exclusivity. Missing out becomes a real risk, which makes participation feel even more desirable.

The psychology of scarcity

Halloween demonstrates the power of event-based spending. Consumers who are normally cautious will loosen their purse strings for short, seasonal bursts of novelty. This is why limited-edition products, themed packaging and one-off experiences work so well – they create a sense of now or never.

We know from behavioural science tells us that scarcity increases perceived value. When consumers see that something is limited – whether a product, a ticket, or even a pumpkin patch slot – they assign it greater importance. This can trigger impulse spending, even among otherwise value-driven shoppers.

From Christmas trails to Halloween extravaganzas

It isn’t just farms that have spotted this opportunity. Venues traditionally associated with Christmas events are now moving into Halloween. Blenheim Palace, best known for its illuminated festive trails, has added a Halloween programme with light displays, themed walking trail, and family-friendly activities. This is more than diversification – it’s about capturing the appetite for experiences that feel exclusive and seasonal.

For heritage sites and visitor attractions, Halloween offers a chance to broaden their audience. Families who might not normally visit outside Christmas are tempted in by the allure of an event that feels familiar yet offers something different.

This reflects a wider pattern in consumer behaviour: brands and venues that own seasonal moments win repeat visitation. Once a consumer has been through the gates for Halloween, they are more likely to come back for Christmas, Easter or summer events. The cycle of seasonal consumption then easily reinforces itself.

Affordable indulgence

While the headlines focus on growth, it’s worth noting that most consumers are still value-conscious. The data shows that more than half of Britons will buy a pumpkin, decorations or costumes for Halloween, but individual spend is typically modest – less than £15 per category. The psychology here is important: Halloween is positioned as an affordable indulgence. People do not feel they are overspending, yet collectively, the numbers add up to hundreds of millions in seasonal revenue.

This willingness to spend “a little extra” reflects a wider truth about consumer behaviour. Events like Halloween give permission to indulge. A family may budget carefully all year, but when a seasonal event comes around, the rules relax. It is the fleeting, justifiable nature of the spend that makes it attractive.

Key takeaway for brands

Halloween has firmly moved into the mainstream. What was once a small occasion now drives significant spend and footfall, but in ways that go beyond the product itself. Consumers are drawn to the atmosphere, the tradition, and the sense of taking part in something that feels fleeting.

Pumpkin picking is a clear example: the pumpkin is almost incidental, the real draw is the day out and the photos to prove it. Likewise, venues like Blenheim Palace show how seasonal events can quickly expand beyond Christmas to capture audiences at other times of the year.

For brands, the point is simple. Seasonal moments work because they are temporary. They create urgency, they encourage people to join in, and they feel easy to justify. If you can tap into that mindset, whether through products, experiences or campaigns, you’re more likely to be part of the occasion.

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