Our Halloween 2024 seasonwatching report is now live on the tfp Trend Hub covering all we've been tracking across this year's celebrations within food and beverage. As ever, we've collated three key takeouts from the report to give you a taster for what to expect from the full version.
In no particular order, these takeouts are:
1. Big Kids – Although Halloween tends to be synonymous with childhood, it's actually for this reason that we're seeing a push toward more experiences and treats for adults, driven by nostalgia. Venues are putting on movie nights featuring iconic scary films accompanied by multi-course meals, creating a sense of shared nostalgia among Millennials in particular. Afternoon tea brings haute horror, with tiers of intricate offerings and cocktail concoctions see black vodka, dry ice and eyeballs of lychee and cherry garnish potent potions both at home and going out.
2. All Trick, No Treat – The idea of knocking on strangers' doors, a loot bag held expectantly at arms' length is giving way to gestures of generosity and even mindfulness. 'Boo baskets' contain compilations of stuffed toys, puzzles and puppets while still containing sweet treats but on a less indulgent scale. Meanwhile, adults remain in the fold here; with baskets of scented candles, and mugs complete with luxe libations to fill them that will make you want to stay curled up on the sofa and ignore the doorbell at (your peril.
3. Stretch The Season – Get the ick seeing tinsel going up in August? Well maybe you need 'Summerween'. Lifted from Disney's Gravy Falls where a small town celebrates Halloween from mid-June, the idea has begun to take root in reality, as we look for ways to squeeze every bit of fun and joy in life bookended by involuntary doom & gloom. Think watermelon carving and picnics on the beach, if your fancy dress doesn't mind a bit of sand!
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trendhub subscribers can access the full 59-page Halloween 2024 seasonwatching report on the hub, here. If you're not yet subscribed, but are interested to find out more, please get in touch.