Halloween: the rise of UK immersive experiences

Sandra
Oct 27
2 min read

The contrast between the UK and the US in how they celebrate Halloween is stark!

In the US, Halloween is a huge deal, with residential homes and streets becoming a goulish interpretation of the living dead and other unworldly creations. Indeed, US film and TV programs feature Halloween prominently – it was a recurring episode theme through the 11 series of the popular comedy, Modern Family!

But this side of the pond, Halloween has in recent years been a footnote to the majority of holidays we celebrate. Sometimes seen as begging, the trick or treat concept hasn’t seemed to sit well with a UK audience in the past, although that is also changing, with households stocking up on sweets to give away! In the past, the flamboyant costumes seen in the US could have seemed over-the-top for what is a traditionally understated nation.

However, there certainly seems to be a turning of the tide, as more children seem to be out and about on the spookiest night of the year, with more community Halloween events being planned and advertised.

Adults seem to be embracing Halloween themed parties with the challenge of creating a unique costume, and possibly complementary goulish face painting(!), and embracing their inner children with the re-introduction of traditional Halloween games, such as apple bobbing!

One of the biggest commercial successes in the UK Halloween market has been the rise of immersive walk through experiences, which are a type of experiental activation! Today, consumers want to experience things first hand and for those that love to be scared, it can be a fantastic experience!

With Halloween being just one day in the year, it could be considered a difficult proposition for commercial success, particularly as businesses are focusing on getting ready for the Christmas season, which has always been the biggest commercial holiday in the UK. However, immersive experiences can be run for weeks before the actual celebration day which could make it a more commercially viable enterprise!

Immersive experiences are a growing concept, not just for Halloween, and are a great way to help promote your business!

If you would like to discuss creating an immersive experience for your customers, At Last Events have the experience you need to create unforgettable moments!

I would like an informal chat!