HomeEconomyMen who celebrate Halloween spend twice as much as women

Men who celebrate Halloween spend twice as much as women

According to an Opinionway survey carried out by Bonial, only 14% of French people intend to celebrate Halloween with an average budget of 85 euros, which hides important disparities.

It is not the most popular festival in France. On October 31, the vast majority of French people do not plan to dress up in scary costumes and gorge themselves on sweets. In an Opinionway survey for Bonial carried out among about 1,000 respondents, only 14% of them intend to celebrate Halloween. With slightly more popularity among women (17%) than among men (11%).

As expected, the party is most popular among the young people surveyed. Among those over 50, about 9 in 10 respondents say they won’t celebrate Halloween, while a third of people ages 25 to 34 plan to play along. Likewise, 30% of households with children intend to celebrate Halloween compared to 7% of households. without.

Furthermore, respondents in southwestern France seem less attached to Halloween than in other regions, with 84% of them indicating that they will not celebrate it.

Women opt for less expensive spending items than men.

Although Halloween does not enjoy the same popularity as Christmas, the budget allocated to it by French people who want to celebrate it is relatively important: according to the survey, it amounts to an average of 85 euros. While a quarter of those surveyed plan to spend less than 30 euros on this occasion, more than a third plan to spend more than 100 euros.

If in the first case there are many women (31%), the second refers to the 45% of men who plan to shop for Halloween. So much so that the average budget for men reaches 125 euros, almost double that of women (64 euros). A disparity that is due to the category of expenditure, according to the president of Bonial.

Generationally, those under 35 years of age spend more than older respondents (94 euros compared to 76 euros). Another interesting fact is that the budget of a household with a child under 18 years of age goes from 109 euros to 70 euros when the number of children is greater than two. While the budget evolves with the household’s monthly income, CSP-, paradoxically, puts more money in its pocket than CSP+ (101 euros instead of 78 euros). With greater purchasing power, residents of the Ile-de-France spend an average of 54 euros more than respondents living outside the Paris region (129 euros compared to 75 euros).

Stores resist the Internet thanks to customer experience

The main spending items are, first of all, sweets and chocolate (71%), which are especially popular among women (79% compared to 58% among men), and then costumes and accessories (62% ), which are more appreciated by young women (two thirds). of respondents under 35 years of age compared to 56% of people over this age). It is also an expense item favored by households whose monthly income is greater than 3,500 euros (76% compared to just over one in two households whose income is less than 3,500 euros). Indoor and outdoor decoration completes the podium: one in two respondents who intend to celebrate Halloween makes a purchase.

To do their Halloween shopping, the French go to stores (80% of purchases) instead of online (20%). “The stores offer an immersive experience with decorations and activities that encourage the French to go there,” analyzes Laurent Landel. With this offer, large stores will also win over customers who have not come to buy Basic Halloween.

The use of the digital channel is more common among those under 35 years of age (25% compared to 16%), in households with income greater than 3,500 euros (30%) or without children (34% compared to 12% when there are children) and among respondents living in small towns of less than 20,000 inhabitants (25% versus 13% in larger towns). The brand podium is dominated by Action, closely followed by Gifi, with Amazon in third position.

Author: Timothy Talbi
Source: BFM TV

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