1 November 2018
Halloween, as a celebrated occasion, continues to rise in popularity in 2018. As our homes and lifestyles become more public for anyone to see, consumers are seeking new ways to express their creativity throughout the year, searching for inspiring and memorable experiences to share on- and offline. Halloween is the perfect opportunity for retailers to engage those consumers with novel ideas and we are seeing brands continue to blend occasions with Christmas decor elements creeping in.
Dream Machine is an interactive, shareable experience located in Brooklyn NY, which has acknowledged the growing importance of this seasonal occasion and transformed their pop-up space into Nightmare Machine. This haunted house themed spooky playground is all about that Instagrammable moment.
BLENDING OF OCCASIONS
Retailers have embraced the blending of occasions, as seasonal mash-ups grow in popularity and consumers look for new and unique ways to celebrate traditions. Products that were once only associated with Christmas, such as gingerbread houses, crackers, baubles and even nutcrackers, have crept into Halloween with a spooky twist and offer a fresh take on decorations for welcoming trick-or-treaters.
The unicorn continues to make an appearance, but with a dark and mystical twist. We saw skeleton unicorn cookies at Fenwick and pewter metallic headpieces with black roses blending elements of the ‘Day of the Dead’ as seen at George, Asda. According to Google stats, unicorns were the third most searched for costume idea this Halloween and a trend which is expected to continue into the festive period and beyond.
To gain more insight into how we predict what’s next in the world of celebration click here.
Stay ahead of your competitors with our Festive Forecast for 2019, which is available to buy from our online shop.
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