German retailers expect 537 million euros from Halloween, up 3.3% despite weak consumer mood

Retail forecast

The Handelsverband Deutschland (HDE) expects Halloween sales of about 537 million euros in Germany this year, 3.3% more than a year earlier. That outlook holds even though the wider consumer mood remains subdued, according to the association. HDE main managing director Stefan Genth described the increase as surprising and read it as a positive sign of stability in the market. He said the festival remains an important sales driver for many retailers.

“Halloween does not frighten retailers at all, because the spooky festival remains an important sales boost for many trading companies.”

The HDE says the festival has gained importance for German retail over several years. Its expected sales this year are 69% higher than in 2019, the last year before the coronavirus pandemic.

What Germans plan to buy

The forecast rests on a survey the HDE commissioned from a market research institute in Cologne. More than 1,000 people aged 18 to 69 were questioned. Sweets top the list, with 51.2% of respondents planning to buy them, followed by decorations at 45.1% and costumes at 39.6%. Respondents also plan to spend on other food and drinks, jewellery, face paint, toys and household goods. Compared with last year, they intend to spend less on sweets and face paint, while planned spending rose in all other categories.

Sweets51.2%

Decorations45.1%

Costumes39.6%

Sweets

51.2 %

Decorations

45.1 %

Costumes

39.6 %

Data from the article text

Bavaria

Retailers in Bavaria also expect a gain. Bernd Ohlmann, managing director of the Handelsverband Bayern, puts Halloween-related sales in Bavaria at about 86 million euros this year, roughly 3.5% more than a year earlier. He says the festival is holding up despite general restraint in buying. Halloween has now overtaken carnival (Fasching) in expected sales, and sweets are the most important product. According to the association, most of those sweets are bought at discounters.

Germany (HDE forecast)537

Bavaria (Handelsverband Bayern forecast)86

Germany (HDE forecast)

537 million euro

Bavaria (Handelsverband Bayern forecast)

86 million euro

Data from the article text

Origins and popularity

Halloween is celebrated on the eve of All Saints' Day. The custom originates in Ireland and is also very popular in the United States. From there it reached Germany and Bavaria, where it has gained popularity gradually. Sales around the festival have grown steadily over several years, according to the HDE.

Weather for the weekend

The German Weather Service (DWD) forecasts drizzle for Saturday, 31 October, above all on the northern edge of the low mountain ranges and to their east. Temperatures are forecast between 6 and 13 degrees on Saturday. Fog is expected overnight into Sunday, and light frost may occur in places. Umbrellas may come in handy for trick-or-treating in some areas, and warm costumes are a better choice than thin ones.