Aldi has taken its Halloween marketing into the real world with a dedicated broomstick parking bay at its Water Lane store in York, using a playful in-store activation to drive seasonal engagement.

The supermarket has installed a purpose-built rack, spooky signage and broomstick-themed floor vinyl outside the store. It  gives customers dressed as witches and wizards a dedicated space to park their brooms while shopping.

The activation, which will remain in place until 31 October, forms part of Aldi’s wider Halloween push, combining experiential marketing with its value proposition around seasonal food and products.

Aldi said the decision to launch the activation in York was informed by consumer research which found that 28 per cent of respondents consider the historic city to be the most haunted place in the UK.

The retailer’s research also points to the growing commercial opportunity around Halloween, with 78 per cent of those surveyed saying the occasion has become a bigger celebration in the UK over the past five years.

Some 84 per cent of respondents said they enjoy celebrating Halloween, while 81 per cent plan to spend money on seasonal activities and experiences this year. Additionally, four in 10 also expect to host a Halloween party or gathering.

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Value remains a key consideration as retailers compete for seasonal spending. Aldi’s research found that 83 per cent believe Halloween has become too expensive, with consumers expecting to spend an average of £50 on celebrations this year.

Against this backdrop, Aldi is using the activation to draw attention to its broader Halloween range, with products including £9.99 Halloween inflatables, £1.79 Ghoulish Garlic Bread and £1.99 Chocolate Bats.

The retailer is also highlighting pumpkins from 35p, alongside a range of Halloween party food and treats. Aldi was crowned cheapest supermarket in September.

Julie Ashfield, chief commercial officer at Aldi UK, said the broomstick parking bay was designed to bring “surprise and magic” to the everyday shopping trip.

“Complete with its own rack and spooky signage, it’s a spellbinding way to welcome witches and wizards while they stock up on frightfully good value Halloween favourites,” she said.

The activation illustrates how retailers are increasingly extending seasonal marketing beyond traditional advertising and product merchandising, creating physical moments designed to generate attention while reinforcing wider commercial messages.

The broomstick parking bay is available at the Water Lane store until 31 October, while Aldi’s Halloween range is available in stores nationwide.