Press Centre


Asda research shows how to maximise the trick-or-treat yield this Halloween

  • Halloweenorific Brits keep their witches wigs on with 65% saying they prefer traditional costumes over modern characters
  • 67% of people say their generosity is influenced by the spectacular spooky costumes that visit on Halloween night
  • Cute pumpkin costume sells out online within a matter of hours, and customers go barking mad for Halloween costumes for dogs with thousands sold online in the few first days
  • Top-10 most ghoulishly generous towns revealed – Belfast comes top with shoppers spending a whopping £22 on treats for spooky trick-or-treaters.

Shoppers need not lose their heads over finding the right Halloween costumes for their kids, with new research showing which costumes to wear for a profitable night of trick-or-treating and bulging treat bags.

New research from George at Asda has shown that 67% admit their chocolate generosity is heavily influenced by the costumes worn by trick-or-treaters and 65% prefer traditional costumes over modern creations such as Freddie Kruger or Scream’s Ghostface.

Witches, skeletons and vampires have all seen massive sales uplifts this year, with the cute George pumpkin dress-up selling out online in just a few hours of it going on sale.

And most treat-givers agree these are the best choices for Halloween with 71% giving witches the thumbs up – skeletons come in at 57% and vampires 54%.

Pet costumes also rank highly, giving Fido the chance to don his fangs and cape and ‘aw’ householders into treat-giving submission.

Asda’s Halloween buyer Erin Griffin said: "With almost two thirds of homes planning to welcome Halloween revellers this year, it looks like the nation has fallen under the All Hallows spell.

“Fancy-dress has always been popular with Brits – Halloween is the perfect time for children to take part in this much-loved dress-up custom, and it’s a great time of year to teach them about generosity and community spirit.”

The research also shows how best to plan your All Hallows Eve, with almost 90% of people saying they’re much happier opening the door to groups they know or recognise, and almost half admitting they would hesitate to open the door if they don’t see an adult chaperone present.

Most people think four mini ghouls is the ideal number to greet on the doorstep, with more than half thinking their sweet supply will last a maximum of 90 minutes before running out.

And the survey reveals the top-10 generous towns this year:

Belfast – planning to spend £22.20 per household on Halloween treats

Glasgow – £18.20

Manchester – £12.60

Newcastle – £12.55

Cardiff – £12.55

Birmingham – £12.44

Southend – £11.92

Leeds – £11.86

London – £11.36

Norwich – £10.37

Erin adds: "There is a level of trick-or-treatiquette expected on Halloween. We’ve found that most households expect to be busiest just after 6pm on the big night and hope the last call will be no later than 7.45pm so they can relax, or enjoy their own Halloween party with friends and family without interruptions.

“We also advise that homes not expecting mini-vamps and witches should still stock up on a few odd treats – for those caught out in the past it seems the more peculiar gifts have been a bowl of soup, a sausage roll, a can of baked beans, a hard-boiled egg and even a toothbrush.

“So to all trick or treaters out there, look out for those glowing pumpkin heads and spooky inflatable ghosts to make sure you’re visiting houses in a ghoulishly generous mood – and if you live in any of the top 10 Halloweenorific towns then you’re in for a bumper night.”

Children’s Halloween dress up, including witches and skeleton costumes, start at just £5 from George at Asda. Get yours in store and online at – with free in store collect to any Asda. Adult costumes and everything you could need to make sure your Halloween is a night to remember are at Asda in store or online at

Posted in Press Centre on 24 October 2011