Table of Contents
Halloween isn’t just about spooky costumes and feasting on sweets…it’s a holiday steeped in nostalgia, family traditions and consumer rituals. From cherished memories of trick-or-treating to elaborate home decorations, Halloween has taken on a unique identity on both sides of the Atlantic.
Using BoltChatAI’s Meta Analysis feature, we explored the Halloween habits of consumers in the UK and the US to uncover the key similarities and differences in how they celebrate, shop and engage with brands during spooky season!
Objective
We went trick-or-treating into the Halloween habits of young adults (aged 18-35) in the US and UK. Using our qualitative research platform, we sought to understand what drives their spending, what traditions they hold dear, and how cultural factors influence their choices. With a blend of nostalgia, excitement, and unique motivations, both UK and US consumers have embraced Halloween in distinctive ways.
Methodology and Audience
BoltChatAI engaged participants in both countries, gathering responses from a diverse sample of young Halloween enthusiasts. Our AI-powered discussions captured insights into their rituals, shopping motivations and brand preferences, revealing intriguing cultural distinctions and shared traditions.
By comparing the results from the US and UK, our Meta Analysis feature gave us a birds-eye view of Halloween through, looking right through the lens of consumers.
Halloween Traditions Across the Pond
Despite cultural differences, Halloween shoppers in the UK and US share a deep appreciation for seasonal traditions. Trick-or-treating and costume parties emerged as core celebrations in both countries, seen as a tradition they’re excited to pass down to future generations.
For many, Halloween brings a sense of nostalgia, recalling childhood memories of dressing up and going door-to-door for sweets.
The season wouldn’t be complete without decorations. Both UK and US participants enjoy creating a spooky atmosphere at home, often putting in special effort to add to the festivities. In the UK, Halloween decorations are often part of a community effort, with neighbours contributing to a festive street display.
In the US, the focus tends to be more on individual or family experiences, with elaborate displays often adorning homes.
Cultural Contrasts: UK and US Halloween Perspectives
While the UK and US share many Halloween traditions, the cultural significance of the holiday varies.
In the US, Halloween is celebrated with an intensity comparable to Christmas, with consumers ranking it as one of the most anticipated holidays of the year. In contrast, Halloween, while popular in the UK, tends to be seen as less significant than other major holidays.
The US also embraces adult-centric celebrations more than the UK, with popular events like bar crawls and costume parties geared toward adults. In the UK, Halloween gatherings are generally family-focused, emphasizing a blend of simple, communal activities.
Advertising also plays a larger role in the US, with Halloween-specific commercials and promotions driving consumer excitement. UK consumers, however, are less influenced by Halloween marketing and tend to favour practicality over brand influence.
Shopping Motivations: Tradition Meets Nostalgia
When it comes to Halloween shopping, motivations differ in interesting ways. In the UK, tradition drives purchases, with consumers focusing on passing down Halloween customs to younger generations.
For US consumers, nostalgia is the main motivator. Shopping for decorations, candy and costumes brings a sense of joy, as Americans look to recreate and relive the excitement they remember from childhood Halloweens.
Both groups enjoy the thrill of Halloween shopping, although UK consumers sometimes express concerns about crowded stores and inflated seasonal prices, while US consumers look for exclusive, seasonal items to elevate their holiday experience.
Brand Influence: Practicality vs Brand Loyalty
Brand loyalty plays a larger role in the US experience, especially when it comes to candy. Many American consumers prioritise established brands associated with quality and tradition. UK shoppers, on the other hand, are more pragmatic, often choosing affordable, practical items over brand names, especially for short-lived seasonal items like decorations and costumes.
Limited-edition products also capture attention in both markets, albeit for different reasons. In the US, consumers are drawn to exclusivity, finding limited-edition items special and exciting. In the UK, consumers appreciate the novelty and potential reusability of these items, often valuing versatility over one-time use.
Halloween on Both Sides of the Atlantic
Halloween continues to capture imaginations in both the UK and the US. Although the holiday carries different cultural weight, both groups find joy in keeping traditions alive, whether that’s through trick-or-treating, costume parties or stocking up on spooky decorations.
Curious to learn more about consumer behaviour across the globe? Check out the full report to dive deeper into the insights uncovered by BoltChatAI. If you’re ready to see how we can help your brand engage with unique consumer insights, click that ‘Book a Demo’ button in the top right to get the ball rolling!
