Our vox pops show that people associate autumn with warmth and comfort. It’s the season of small indulgences, where food and drink play a central role in creating a sense of comfort as the nights draw in.

This isn’t just anecdotal. For brands, it’s a reminder that seasonal and limited-edition items aren’t just nice-to-haves – they’re a way to tap into a cultural moment that shoppers look forward to every year.

Halloween is now one of the fastest-growing seasonal events in the UK retail calendar. This time last year, analysis conducted by finder.com showed that consumers were projected to spend £776 million on Halloween.

Our own interviews reveal the debates behind those numbers. Some people love to see decorations appear early, while others say it’s “too soon” if pumpkins hit the shelves in September. Either way, Halloween has become a key moment for retailers to connect with shoppers, particularly younger demographics and families.

The autumn season is the lead-up to the most important retail period of the year. Retail Dive reports that 20% of shoppers begin their holiday shopping as early as June–August. By the time Halloween arrives, many are already thinking ahead to gifts, budgets, and festive plans.

That makes October a pivotal moment for retailers. It’s both a chance to maximise seasonal engagement, and to plant the seeds for Christmas campaigns that are just around the corner.

For marketing, research, and comms teams, the message is clear: autumn is an opportunity to:

• Tap into rituals that people genuinely enjoy and look forward to.
• Use Halloween as a hook for creativity online and in-store.
• Start conversations early about festive shopping habits, building awareness before the noise of December.

And it doesn’t have to be complex. Sometimes the most powerful way to connect is by showing you understand how people actually feel about the season – their habits, their opinions, their voices.

At Vox Pops International, we specialise in capturing real voices and real stories. Whether for research and insight, sales and marketing, PR or comms, we make video that brings the consumer perspective to life.

Through our monthly Vox Pops Pool, you can add bespoke questions and receive quick-turnaround edits to use in research, internal comms, sales and social media. If you’d like to add your own questions to the Pool, or if you’d like to know more, we’d love to hear from you.