Halloween spirits not so scary for under 30’s who drive sales boost in the Hospitality Sector
Halloween is quickly becoming one of the most popular and profitable occasions for the UK hospitality industry, especially in bars, pubs, and nightclubs. Younger consumers are leading the charge, making it a key moment for hospitality businesses to capitalise on this growing trend.
As Halloween celebrations continue to grow, spirits have become the standout category for boosting sales. The Rate of Sale (RoS) for spirits surges by a remarkable 28.7% on Halloween itself, largely driven by younger drinkers who are increasingly opting for spirits over other categories like beer or wine.
Spirits: The Star of the Show
For hospitality venue operators, Halloween presents an ideal time to increase sales, especially in the vodka and tequila categories. Vodka sales see a 71% uplift and tequila follows closely behind with a 51.6% increase compared to an average Tuesday. For bars, pubs, and nightclubs, this presents an unmissable opportunity to stock up and promote popular spirit brands to meet the rising demand from younger drinkers.
Capturing the Younger Audience
Halloween festivities are particularly appealing to 18–34-year-olds, with a third (32%) of 25-34-year-olds and a quarter (25%) of 18-24-year-olds joining in the spooky celebrations. Not only are younger consumers heading out in higher numbers, but they also tend to spend more, offering a prime opportunity for venues to encourage trade-up sales through premium cocktails, special promotions, and themed events.
This age group is drawn to high-energy environments like nightclubs and lively bars. Venues that create a fun, themed atmosphere with Halloween decorations, special drinks, and engaging events will see the highest foot traffic. Offering themed cocktails and Halloween-exclusive drink deals can significantly increase sales during this period.
Promotions and Theming Drive Success
For hospitality venues looking to attract this key demographic, drinks promotions are crucial. These promotions have proven to be 19.1% more influential for Halloween consumers compared to the average visitor. Additionally, factors like music ( 17.7%) and a wide selection of drinks ( 17.9%) play a vital role in attracting younger patrons.
By offering special drink promotions, themed cocktails, and a lively party atmosphere with curated Halloween playlists, venue operators can make their establishments the go-to spot for Halloween revellers.
Extending the Opportunity: The Weekend Before Halloween
While Halloween itself sees the largest surge in Rate of Sale, it’s important for hospitality venues to extend their marketing efforts to the weekend before Halloween. Many consumers choose to celebrate early, creating an additional window for promotions and special events that can capture even more foot traffic.
Planning activations such as Halloween-themed events, costume parties, and weekend drink specials will help hospitality businesses maximise their returns during the extended Halloween period.
Expert Halloween Insights for Bars, Pubs & Clubs
Nick Icke, KPI’s Head of Hospitality said, "The British market often follows American trends, but we do so by putting our own spin on things. Halloween has always been big in the US, and it’s gradually become bigger over here.” Nick, who’s an experienced venue manager, added, “Halloween is now a key date for the hospitality diary: bars, pubs, and nightclubs who do not capitalise run the risk of missing out on crucial revenue, especially those frequented by younger drinkers. Spirits, drinks promotions and themed cocktails aimed at the 18 - 30 audience will see the most rewards, so it’s crucial to plan in advance, not just for Halloween night but also for the weekend prior, to make the most of this growing occasion."
Final Takeaway
For hospitality recruitment agencies, Halloween presents a unique chance to support clients in preparing their venues for this busy period. From hiring additional staff to handle the increased demand, to sourcing experienced bartenders who can deliver creative themed cocktails, agencies can play a key role in helping bars, pubs, and nightclubs succeed during Halloween. By ensuring venues are well-staffed and ready to provide an exceptional experience, recruitment agencies can position themselves as valuable partners during one of the most profitable times of the year.
Need staff for Halloween or beyond? Call KPI’s Hospitality Team:
- Nick Icke: 07528 441722
- Mick, Glasgow: 0141 732 9522
- Crewe Office: 01270 589943
- Or email info@kpihospitality.co.uk
