Alex Lawrence, strategic insight director at Circana, said: “Halloween is no longer just a US import – it’s now one of the UK’s fastest-growing seasonal moments. “Beyond the numbers, there’s a strong human pull – especially this year with the occasion falling on a Friday: families embracing pumpkin-picking and baking as shared rituals, young adults turning ‘spooky season’ into a social-media-ready event, and communities reconnecting through trick-or-treating. “It’s important to remember however, that the weather is an unknown factor (last year we had good weather vs bad weather the previous year) so this year we are comparing to good weather in 2024.