(EMAILWIRE.COM, November 12, 2012 ) Victoria, Australia -- Reporting sales increases of as much as 30% across lines of costumes,confectionary, and pumpkins in the weeks leading up to Halloween, Coles and Woolworths is reporting that a growing number of Australians will celebrate the spooky festivities of a historically American holiday this year.
With Halloween celebrated on the night of October 31st, other retailers are getting in on the excitement as well, with the nation's sole supplier of Jack O'Lantern pumpkins expecting to sell nearly 100,000 pumpkins this year. Reports also indicate that specially created chocolates, costumes, and pumpkin-flavoured beer will also be in high demand.
While Australians will not compete with the $8 billion spent by Americans during this Halloween season, festivities are becoming a key fixture on the promotional diaries of local supermarkets.
Independent retailers including Coles and Woolworths will invest millions of dollars this year on in-store promotions, catalogs, and decorations in hopes to gain interest from shoppers.
Generation-Y Australians are reportedly embracing Halloween's horrifying mood at a higher rate than both Generation-X and the baby boomers.
McCrindle Research statistics show that Halloween is heavily marketed towards the youth as 53% of Generation-Ys celebrated the ghoulish holiday, compared to 45% of Generation-Xs and a mere 40% of baby boomers.
Retailers are investing heavily in promotions and point-of-sale marketing. The strategy is to entice children and their parents to spend money. It comes as no surprise given the fact that 51% of Australians with primary school-aged children are planning involvement in Halloween related festivities.
''More Australians feel it is being celebrated, they see it around more, and more have some involvement in it,'' said McCrindle Research founder and social researcher Mark McCrindle.
''It's largely retail led, with themes and products in stores, such as special chocolates branded with Halloween and pumpkin displays,'' said McCrindle.
Coles stores have carried carving pumpkins for over week and have been selling strongly with sales up 30% from last year. Moraitis, fresh produce wholesaler, is expecting to sell 100,000 Halloween pumpkins this season and has subsequently increased Jack O'Lantern pumpkin planting 10% every year in order to meet the high demand.
Chris Garlick, Coles general manager of merchandise, said that the supermarket has tried to generate an ''event'' type atmosphere around Halloween. Coles saw an increase of three times the standard day confectionary sales on Halloween day just a year ago.
''All of us look for events in which we can engage our customers and this is another fun event which is different to other weeks of the year,'' said Garlick.
''Costumes and decorations are at the low price point. I think customers think they will buy it for this year and again next year as well, but don't spend too much money on [items].''
Chief executive of the Australian National Retailers Association, Margy Osmond, said that stores such as Big W were seeing growth year on year for accessories such as masks and costumes, with confectionary companies creating special products such as Cadbury Screme eggs, just for Halloween.
Pet shops also made a fortune over the Halloween season by selling costumes for dogs.
But Australians were still aware that Halloween was an American tradition that merely encouraged children to eat junk food, according to McCrindle: ''There is a sense it has a dark theme to it too,'' he said. ''In a sense it's surprising it's done so well.''
About SpaceWall.com.au:
SpaceWall.com.au (http://spacewall.com.au) offers 25 years of experience in the office and shop fitting industry. With an established reputation for service, Space Wall has a wide variety of products built on quality.
Customer Service
61-3-9808 9517
info@spacewall.com.au
Source: EmailWire.Com![]()
With Halloween celebrated on the night of October 31st, other retailers are getting in on the excitement as well, with the nation's sole supplier of Jack O'Lantern pumpkins expecting to sell nearly 100,000 pumpkins this year. Reports also indicate that specially created chocolates, costumes, and pumpkin-flavoured beer will also be in high demand.
While Australians will not compete with the $8 billion spent by Americans during this Halloween season, festivities are becoming a key fixture on the promotional diaries of local supermarkets.
Independent retailers including Coles and Woolworths will invest millions of dollars this year on in-store promotions, catalogs, and decorations in hopes to gain interest from shoppers.
Generation-Y Australians are reportedly embracing Halloween's horrifying mood at a higher rate than both Generation-X and the baby boomers.
McCrindle Research statistics show that Halloween is heavily marketed towards the youth as 53% of Generation-Ys celebrated the ghoulish holiday, compared to 45% of Generation-Xs and a mere 40% of baby boomers.
Retailers are investing heavily in promotions and point-of-sale marketing. The strategy is to entice children and their parents to spend money. It comes as no surprise given the fact that 51% of Australians with primary school-aged children are planning involvement in Halloween related festivities.
''More Australians feel it is being celebrated, they see it around more, and more have some involvement in it,'' said McCrindle Research founder and social researcher Mark McCrindle.
''It's largely retail led, with themes and products in stores, such as special chocolates branded with Halloween and pumpkin displays,'' said McCrindle.
Coles stores have carried carving pumpkins for over week and have been selling strongly with sales up 30% from last year. Moraitis, fresh produce wholesaler, is expecting to sell 100,000 Halloween pumpkins this season and has subsequently increased Jack O'Lantern pumpkin planting 10% every year in order to meet the high demand.
Chris Garlick, Coles general manager of merchandise, said that the supermarket has tried to generate an ''event'' type atmosphere around Halloween. Coles saw an increase of three times the standard day confectionary sales on Halloween day just a year ago.
''All of us look for events in which we can engage our customers and this is another fun event which is different to other weeks of the year,'' said Garlick.
''Costumes and decorations are at the low price point. I think customers think they will buy it for this year and again next year as well, but don't spend too much money on [items].''
Chief executive of the Australian National Retailers Association, Margy Osmond, said that stores such as Big W were seeing growth year on year for accessories such as masks and costumes, with confectionary companies creating special products such as Cadbury Screme eggs, just for Halloween.
Pet shops also made a fortune over the Halloween season by selling costumes for dogs.
But Australians were still aware that Halloween was an American tradition that merely encouraged children to eat junk food, according to McCrindle: ''There is a sense it has a dark theme to it too,'' he said. ''In a sense it's surprising it's done so well.''
About SpaceWall.com.au:
SpaceWall.com.au (http://spacewall.com.au) offers 25 years of experience in the office and shop fitting industry. With an established reputation for service, Space Wall has a wide variety of products built on quality.
Customer Service
61-3-9808 9517
info@spacewall.com.au
Source: EmailWire.Com
