Endemic Halloween, Diverse Ways to Enjoy 'Depending on Generation and Situation'

Halloween Spreads as a Family Festival to Enjoy with Children
Supermarket Expands This Year's Halloween Stock by 30% Driven by Consumption of 50s and 60s
Hotel Parties Revived in Endemic Halloween, Attracting Interest from 30s and 40s

Starfield presents Halloween content tailored to customer characteristics for each store. Starfield Goyang, which is frequently visited by families with young children, collaborates with a popular snack brand among kids to hold the "Oreo Halloween" event. Customers are taking commemorative photos at Starfield Goyang.
Photo by Shinsegae Property.

The distribution industry is bustling during the 'Halloween season' for the first time in three years since COVID-19. Following the endemic phase (periodic outbreaks of infectious diseases), many people are gathering to prepare events and parties, while discount events for home party foods and related supplies have also been in full swing. Consumers preparing to enjoy Halloween are showing diverse ways of preparation depending on their generation and situation.

According to the distribution industry on the 22nd, as the home party culture has become established through the COVID-19 period, demand for home party supplies is high ahead of this year’s Halloween Day (October 31). Online purchases of Halloween home party supplies are also on the rise. According to Market Kurly, sales of related products during the five days from the 13th to the 17th, when Halloween events were held, increased by 116% compared to the previous period (8th to 12th). Sales of popular character costumes and dresses for infants and children, such as Disney and Marvel, increased by 152%, and balloon sets, decoration sets, and beard decorations that can create a Halloween atmosphere at home were also very popular. Snacks suitable for enjoying with children increased by 143%. Sales of jelly candies in pumpkin containers, as well as chocolates, candies, and cookies, all increased for Halloween. Pizza, chicken, gratin, gnocchi, and other foods for the Halloween atmosphere also saw increased sales, fully benefiting from the Halloween demand.

Gmarket reported that sales of women’s Halloween costumes increased by 133% and men’s by 121% compared to the same period last year through the 17th of this month. Cake sales with the keyword Halloween (or Hallowe’en) in the product name increased by 107%, and sales of snacks (58%), chocolates, candies, and jelly (24%) also increased evenly.

Large supermarkets have also started events for Halloween party supplies and related food and beverages. Through large supermarkets, parents with young children or grandparents are actively consuming. According to E-Mart, Halloween product sales have increased by more than 20% annually over the past five years from 2018 to this year. Especially, sales of Halloween household goods from October 1 to 16 this year increased about threefold compared to the same period last year. The age group of top purchasers has also changed. In October 2018, people in their 30s and 40s accounted for 95.5%, but in October last year, this dropped significantly to 78.2%. Instead, the proportions of people in their 50s and 60s increased about fourfold and sevenfold, respectively, compared to 2018.

As Halloween, once simply a foreign festival and exclusive to young people, is gradually being prepared by all age groups together, E-Mart has prepared more than 30% more products for the 'Halloween Festival' running until the 31st compared to last year. They are discounting and selling a total of about 200 products, from about 60 types of edible goods such as snacks, candies, and jelly, to about 140 types of household goods including cylindrical pumpkin baskets, pumpkin costumes, and Halloween LED items. E-Mart Yongsan branch created an experiential space themed 'Zombie Town.' Halloween sculptures and curtains were also installed in regular stores so that visiting families can feel the Halloween atmosphere.

Homeplus is also holding a special exhibition of fresh foods and party supplies until the 2nd of next month. To allow children to experience Halloween interactively, special Halloween classes such as cooking & baking, clay and craft making are being held. Programs like 'Performance Art! Halloween Pumpkin Paint Play,' 'Making Halloween Candy Baskets,' and 'The Mysterious Magic Show of Little Halloween Magicians' are prepared. Homeplus stated, "Customer response is quite good, with over 10,000 students already enrolled."

Interest in hotel parties is high among people in their 30s and 40s. They can enjoy the Halloween atmosphere without it being too chaotic, and with luxurious food and beverages, it offers a great meal and event experience. InterContinental Seoul COEX announced that early bird tickets for the 'Lunatic Halloween' special wonder hour party held on the 28th and 29th sold out early, prompting additional sales due to its popularity. Inspired by 'Hotel Del Luna,' where only ghosts can enter, the venue features a large moon suspended from the ceiling in the lobby lounge and is decorated with unique Halloween decorations. Guests enjoy unlimited wine, beer, and Halloween live menus prepared by chefs. Sofitel Ambassador Seoul also reported ongoing inquiries about the 'Halloween Plaisir 32 Party' held at the rooftop bar Latitude 32. The event involves face painting, photo booth photography, completing social media (SNS) certification missions, and participating in a lucky draw while enjoying cocktails.

A distribution industry official said, "As the atmosphere of enjoying Halloween spreads, marketing for related supplies has also expanded," adding, "Next week, the week just before Halloween, channel-specific events will reach their peak."

This content was produced with the assistance of AI translation services.