The party of North American origin is increasingly rooted in Italy, especially among young people. The anniversary, popular especially in Anglo-Saxon countries and North America has now also established itself in our country: this year, 64% of Italian families will celebrate it a figure up on 60% last year, for a turnover of approximately 300 million euros. This is estimated by Confesercenti on the basis of a survey conducted together with IPSOS on a sample of Italian consumers.
Above all, it is the night of witches and pumpkins that celebrates young people between 18 and 34 years old (71%) and men (66% versus 61% of women). The new tradition – imported into Italy based on the model of the North American version since the early 2000s – has taken hold especially in Central Italy (where 68% celebrates) while it is slightly less followed in Southern Italy and the Islands (61%). The share of those celebrating in a public establishment – restaurant, disco, bar and pub – is decreasing, going from 39 to 32%.
A reduction probably due to the calendar: last year All Saints Day fell on a Wednesday, and for Halloween many Italians were on holiday for the long weekend and therefore more free to celebrate outside. This year, Italians will celebrate above all within the walls of their homeswith parties organized at their own home or that of friends (59% of those celebrating), while 26% will do so outdoors, accompanying the children, with the classic ‘horror’ inspired Halloween masks.
Trick or treat?
22% will also respect the tradition of making ask children for treats by knocking from door to door chanting the traditional request of ‘trick or treat?’. A request that will not be disappointed, given that 51% of those who celebrate the witches’ night in some way will fulfill the obligation to buy sweets and sweets to give to children: the Halloween tradition most respected by Italians.
There is also 43% who will decorate their home with a theme, a 28% who will have the children dress up, a 27% who will dress up themselves, and a further 25% who will only wear some themed accessories. Between the parties outside, sweets, decorations and masks, Italians will invest a total of around 300 million euros. Celebrants will make their purchases mainly at the supermarket (58%) and the shopping center (43%), but almost four in ten will also go to the neighborhood activities, whether shops (20%) or markets and other commercial activities in public areas (19%). 22% will do their Halloween shopping online, while 4% will do everything alone, at home.