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英国における小売の機会:ハロウィン

UK Retail Occasions: Halloween 2012

発行 Conlumino 商品コード 268994
出版日 ページ情報 英文 44 Pages
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英国における小売の機会:ハロウィン UK Retail Occasions: Halloween 2012
出版日: 2012年11月01日 ページ情報: 英文 44 Pages
概要

当レポートでは、英国のハロウィンにおける消費者の態度・行動について分析し、商品の購入項目・理由および購入場所、消費者の小売業者に対する意見、ハロウィン向け製品の購入時に求めているものなどを調査して、概略下記の構成でお届けいたします。

第1章 概要・調査結果のサマリー

第2章 ハロウィンに関する消費者の考え方

第3章 デコレーションの購入動向

第4章 衣類・コスチュームの購入動向

第5章 ハロウィン用食品の購入動向

第6章 エンタテインメント用品・文具の購入動向

第7章 付録

図表一覧

目次
Product Code: CL0003RO

This report provides an in-depth understanding of how consumers behaved over Halloween 2012: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people's opinions of retailers and of what they are looking for when buying Halloween products. The report is driven by unique consumer data and interviews.

Introduction and Landscape

Conlumino's Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what's happening and what it means for you.

Key Market Issues

1. Understand what's being purchased

We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.

2. Understand where it's being purchased

We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.

3. Explore what's being spent

We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.

4. Understand how people are celebrating

We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.

5. Explore key issues by demographics

We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.

Key Highlights

CONSUMERS CUTTING BACK ON HALLOWEEN

With 40.8% of consumers feeling financially worse off this year compared to the last, over a third spent less this Halloween. Already viewed as a more secondary event, there was a clear willingness among shoppers to cut back on what are highly discretionary products.

CONSUMERS CYNICAL AND INTEREST FALLING

Over half of consumers believe that Halloween itself is a waste of money, with just 10% citing it as an important celebration. Indeed, while 47.7% of consumers purchased at least one Halloween product, penetration in the clothing and costume, and entertainment and stationery categories was comparatively low, reflecting weak engagement overall.

GROCERS AND VALUE PLAYERS DOMINATE

Strongly tapping into prevailing price and convenience demands, the grocers were viewed as ideal destinations for Halloween products, with over two-thirds of shoppers utilizing supermarkets for purchases. Elsewhere, value-focused general merchandisers also commanded high penetration, particularly for products such as decorations.

YOUNGER CONSUMERS MORE ENGAGED

Penetration among younger demographics was higher, with these consumers more likely to purchase for Halloween-related social events. In particular, shoppers in the 25-34 and 35-44 age brackets were more likely to buy for their children.

Table of Contents

  • 1. Overview and summary of findings
  • 2. Consumer attitudes to Halloween
  • 3. Decorations purchasing dynamics
  • 4. Clothing and costume purchasing dynamics
  • 5. Halloween food products purchasing dynamics
  • 6. Entertainment and stationery purchasing dynamics
  • 7. Technical appendix

List of Tables

  • 1. What's driving store selection: decorations
  • 2. Retailers used for decorations
  • 3. Penetration and average spend by products: decorations
  • 4. Retailers used for pumpkins
  • 5. Penetration and average spend by products: pumpkins
  • 6. Retailers used for home decorations
  • 7. Penetration and average spend by products: home decorations
  • 8. Retailers used for tableware
  • 9. Penetration and average spend by products: tableware
  • 10. What's driving store selection: clothing and costumes
  • 11. Retailers used for overall clothing and costumes
  • 12. Penetration and average spend by products: overall clothing and costumes
  • 13. Retailers used for kids costumes
  • 14. Penetration and average spend by products: kids costumes
  • 15. Retailers used for adult costumes
  • 16. Penetration and average spend by products: adult costumes
  • 17. Retailers used for costume accessories
  • 18. Penetration and average spend by products: costume accessories
  • 19. What's driving store selection: Halloween food products
  • 20. Retailers used for overall Halloween food
  • 21. Penetration and average spend by products: overall Halloween food
  • 22. Retailers used for chocolate
  • 23. Penetration and average spend by products: chocolate
  • 24. Retailers used for sweets and candy
  • 25. Penetration and average spend by products: sweets and candy
  • 26. Retailers used for cakes
  • 27. Penetration and average spend by products: cakes
  • 28. What's driving store selection: entertainment and stationery
  • 29. Retailers used for entertainment and stationery
  • 30. Penetration and average spend by products: entertainment and stationery
  • 31. Retailers used for film and music
  • 32. Penetration and average spend by products: film and music
  • 33. Retailers used for stationery and books
  • 34. Penetration and average spend by products: stationery and books
  • 35. Retailers used for games and apps
  • 36. Penetration and average spend by products: games and apps

List of Figures

  • 1. How consumers feel in financial terms compared to last Halloween
  • 2. How Halloween spending this year compares to last year
  • 3. Proportion of consumers buying Halloween items this year
  • 4. Which channels consumers used for Halloween purchasing this year
  • 5. Key retailer ratings on Halloween: price
  • 6. Key retailer ratings on Halloween: quality
  • 7. Key retailer ratings on Halloween: range
  • 8. Key retailer ratings on Halloween: display
  • 9. Key retailer ratings on Halloween: products
  • 10. Retailers doing the best job of promoting Halloween
  • 11. Consumer attitudes towards Halloween
  • 12. Halloween activities undertaken this year
  • 13. Buying penetration: decorations
  • 14. Buying penetration by demographics: decorations
  • 15. Buying penetration: pumpkins
  • 16. Buying penetration by demographics: pumpkins
  • 17. Buying penetration: home decorations
  • 18. Buying penetration by demographics: home decorations
  • 19. Buying penetration: tableware
  • 20. Buying penetration by demographics: tableware
  • 21. Buying penetration: overall clothing and costumes
  • 22. Buying penetration by demographics: overall clothing and costumes
  • 23. Buying penetration: kids costumes
  • 24. Buying penetration by demographics: kids costumes
  • 25. Buying penetration: adult costumes
  • 26. Buying penetration by demographics: adult costumes
  • 27. Buying penetration: costume accessories
  • 28. Buying penetration by demographics: costume accessories
  • 29. Buying penetration: overall Halloween food
  • 30. Buying penetration by demographics: overall Halloween food
  • 31. Buying penetration: chocolate
  • 32. Buying penetration by demographics: chocolate
  • 33. Buying penetration: sweets and candy
  • 34. Buying penetration by demographics: sweets and candy
  • 35. Buying penetration: cakes
  • 36. Buying penetration by demographics: cakes
  • 37. Buying penetration: overall entertainment and stationery
  • 38. Buying penetration by demographics: overall entertainment and stationery
  • 39. Buying penetration: film and music
  • 40. Buying penetration by demographics: film and music
  • 41. Buying penetration: stationery and books
  • 42. Buying penetration by demographics: stationery and books
  • 43. Buying penetration: games and apps
  • 44. Buying penetration by demographics: games and apps
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