Spooktacular spending: young adults plan to ‘go big’ on Halloween despite cost-of-living pressures

Despite the cost-of-living squeeze, new Nationwide research reveals younger Brits are refusing to let Halloween become a horror show.

Almost one in five (20%) 25–34-year-olds say they plan to "go big" this Halloween and spend more than they did last year, even though nearly a quarter (24%) of the same age group say they expect to spend less because of rising living costs.

Among those planning a Halloween-themed day out, average expected spending is £42, the highest of any Halloween category, with costumes and accessories expected to spend £38 on average. More than one in ten (12%) plan to buy more than one pumpkin, the same amount plan to buy Halloween themed food and drinks such as pumpkin spiced lattes and 11 per cent will purchase Halloween gifts highlighting how the spooky season has evolved far beyond sweets.

Nationally, sweets remain the most popular Halloween purchase, with 28 per cent planning to stock up for trick-or-treaters. Decorations (15%) are the second most popular purchase, followed by costumes and accessories (14%), one pumpkin (13%) and multiple pumpkins (12%). At the same time, more than a quarter of adults (26%) say they do not celebrate Halloween at all, underlining a stark generational divide in Britain's spooky spending habits.

Fred Powell, Head of Current Accounts at Nationwide, said: “Even with household budgets under pressure, our research shows that many people are still looking for affordable ways to enjoy occasions that matter to them. For those who celebrate it Halloween can be a chance to get together with family and friends without breaking the bank, whether that's carving a pumpkin, dressing up, enjoying a themed day out or treating trick-or-treaters.

“Halloween is in half term for many this year adding to the cost pressure. For those looking to make their money work harder, Nationwide's fee-free FlexDirect current account now offers £120 cashback during first year: £5 a month for direct debit spend and £5 a month for debit card spend.  5% interest on balances up to £1,500 for the first 12 months. Customers who switch their main current account to Nationwide using the Current Account Switch Service can also receive a £175 switching incentive, helping provide a useful financial boost as the festive season approaches.”

Halloween top purchases

Highest average spend categories

While nine per cent of adults say they plan to spend more this Halloween than they did last year, that rises to 20 per cent among 25-34 year olds, suggesting younger adults are the group most likely to increase their Halloween spending this year.

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