FEATURE
HALLOWEEN & BONFIRE
110 ASIAN TRADER 17 OCTOBER 2025
sharing snacks like crisps, nuts,
and popcorn, adds Jones.
“Don’t limit your seasonal
focus to Halloween and Bonfire
Night alone. Think about the
types of products that perform
well for your store year-round,
and look at how you can give
them an autumnal or festive
twist.
“This not only enhances your
seasonal offer but also encour
ages repeat visits even after the
Halloween and Bonfire Night
period ends.”
Wells from St Pierre Groupe
feels that shoppers have learnt
how to treat themselves well at
home, so even if they’re feeling
the pinch when these events
come around again this year,
they won’t compromise on
quality.
“That’s why it’s key for
retailers to offer good,
better and best ranges in
bakery and elsewhere to
drive sales in this key
period. St Pierre Seeded
Brioche Burger Buns,
Brioche Buns, and
Brioche Hot Dog Rolls
sell well all year round,
but in busy periods like
Halloween and Bonfire
Night, retailers should
make sure they give
these top sellers more
space and keep bakery
sections and free
standing displays fully
stocked.”
“Retailers should start
building their Halloween/
Bonfire Night displays of
non-perishable items in good
time, get seasonal stocks in early
and keep displays topped up and
in place. Preparation always pays,
and it’s worth retailers being
Halloween ready ahead of time.”
The social side of Halloween
is where convenience truly
shines. Independent stores sit in
the heart of communities that
still value neighbourhood
interaction.
A small in-store display of
pumpkins and decorations isn’t
just theatre; it’s a signal that the
shopkeeper is part of the season.
Staff wearing light costume
accessories, a witch’s hat here, a
cape there, breaks the monotony
of daily retail and invites smiles.
Some retailers organize mini
competitions for kids, like
guessing the weight of a
pumpkin, or a small candy
giveaway for best costume
photos shared online.
The returns are less about
sales in-the-moment and more
about visibility.
The trends shaping Hallow
een retail this year show how the
event has matured. First,
sustainability is creeping into
the conversation. With concern
about plastic waste, many
shoppers are turning toward
reusable décor and natural
materials.
Paper bunting, fabric
costumes, biodegradable
tableware and LED tealights are
replacing single-use plastics.
Second, “treat smarter”
attitudes are taking root.
Parents balance
indulgence with
portion control,
choosing mini-packs or
sugar-free alternatives
where possible. Stocking
a mix of indulgent and
lighter options widens
appeal without dampen
ing fun.
Third, experience now
outranks expenditure. Small
stores can capitalise on this
by creating a sense of
atmosphere. A playlist of
spooky sounds, dimmed
lighting after dusk, or a friendly
skeleton by the door can turn an
ordinary errand into an event.
And then there is the
influence of social media
aesthetics. Halloween décor has
become an Instagram competi
tion, and customers are on the
lookout for photogenic items,
string lights, themed candles,
pastel pumpkins, skeleton mugs,
that make homes and parties
look “shareable.”
Retailers can ride that wave
by curating a few eye-catching
pieces at the front, even if
their range is small.
Lighting is an unsung
hero. As daylight fades
earlier, the after-work
crowd shops in semi-dark
ness. A warm, slightly
spooky glow outside the
shop can be magnetic. Some
retailers use battery-pow
ered lanterns or orange string
lights around the doorframe.
Tricks and treats
Behind the counter, smart
retailers treat Halloween as a
rehearsal for Christmas. It’s the
season that tests their merchan
dising discipline, staff coordina
tion and local marketing.
Halloween has become a
mirror for Britain’s evolving
sense of celebration: multicul
tural, playful, commercial but
communal.
For the convenience sector,
it’s the perfect seasonal storm, a
festival that combines impulse
buying, visual storytelling and
social connection in a single
evening.
Our convenience family has
some fine examples of retailers
going above and beyond this
time of the year to bring in the
festive air in the community.
Halloween, beneath all the
glitter and gore, has quietly
become a retail master class. It’s
a night that tests how well
retailers can blend commerce
with creativity, stock with story,
and hustle with humour.
Retailers like Bobby Singh from
Pontefract, Natalie Lightfoot from
Glasgow and many more create a
whole theatre-like effect in-store
that brings not only excitement
but also some new and curious
footfall.
But the real pay-off is the
long-lasting connection. When
a shopkeeper joins in the fun, a
witch’s hat behind the counter, a
costume contest for kids, a
sweet for the best pumpkin
photo, the store stops being just
a retail space.
It becomes a hub of local joy.
So happy trick or treating this
season!
Spook-em, Snack-um, Sell-em
Use these Asian Trader-approved tips for a
super spooky season of sales
Own the entrance: Place pumpkins or a themed cut-out right by
the door — they signal instantly that your store is “Halloween
ready.”
Create one clear focal point: A single gondola or table dressed
in black and orange looks far stronger than scattered themed
products.
Use light and height: LED string lights, glowing lanterns and
tiered risers make small spaces look theatrical without clutter.
Group by occasion: Position trick-or-treat sweets together,
party snacks and drinks together, and décor and accessories
nearby for easy missions.
Cross-sell smartly: Pair snacks with drinks, sweets with
pumpkins, and tealights with décor to boost basket size.
Add movement: Hang paper bats or cobweb streamers
overhead — dynamic displays draw the eye and signal energy.
Use humour: A cheeky sign (“Scarily good deals,” “No tricks—
just treats”) catches attention and adds personality.
Leverage impulse areas: Stack fun-size sweets, glow sticks and
novelty toys near the till for last-minute add-ons.
Dress the team: Staff in subtle costumes or themed badges
make the atmosphere feel genuine and friendly.
Extend hours on the 31 Oct: Keep displays full until close, as
families make surprise runs after trick-or-treating.
Transition smoothly: Replace Halloween stock overnight with
Bonfire Night or winter treats to maintain seasonal momentum.