Forget Halloween! Brits are already getting into the Christmas spirit as demand for mince pies soars by 42%

Published: 08:01 EDT, 30 October 2026 | Updated: 08:25 EDT, 30 October 2026 With Halloween this weekend, you might expect shoppers to be stocking up on pumpkins, toffee apples, and sweets. But according to new data released by Waitrose, many Brits are bypassing Halloween and instead are focusing on festive treats. While Christmas is still 56 days away, sales of mince pies have soared by 42 per cent. Will Torrent, Senior Development Chef at Waitrose, said: 'While October is traditionally dominated by pumpkins and trick-or-treat sweets, our customers are already raiding the bakery aisles for a taste of December. 'We've seen a spike in mince pie sales in the run-up to Halloween, proving that for many, festive cravings are kicking in early. 'Whether food lovers are serving them alongside a mug of spiced cider on cold autumn evenings or cheekily sneaking a box into their Halloween party spreads, the classic Christmas treat has officially crashed the October party.' While Christmas is still 56 days away, sales of mince pies have soared by 42 per cent in the UKAccording to Waitrose's data, searches for 'mince pies' on Waitrose.com have increased by 75 per cent over the past week. In addition, recipe searches for 'homemade mince pies' are up by 200 per cent. The news will come as no surprise to many mince pie lovers who have taken to social media to share their early purchases. 'I know it's only October but don't judge me,' @tony.b said. @atw12340 added: 'This is your reminder to treat yourself to a mince pie in October.'And @we.do.this.togeth joked: 'Mince pies in October, yes or no? I'm a yes. Who else is up for joining the Mince Pies All Year Round Campaign?'However, not everyone is convinced. @marysunshine0.2 shared a video from ALDI, writing: 'Mariah Carey hasn't even defrosted yet and ALDI is already selling mince pies.'And @itskatiearathoon asked: 'Who's buying mince pies already? It's October and the shops are full of them. 'I have a genuine concern about where they're going, because I'm not buying them, no-one I know is buying them. Not to sound like an eco-warrior, but it sounds like a lot of waste.'A quick search on TikTok suggests that not everyone is convinced that eating mince pies in October is acceptableIf you're in two minds about cracking into the mince pies just yet, research has shown that getting into the festive spirit early may make you happier. Discussing putting your Christmas decorations up early, Amy Morin, psychotherapist and best-selling author of 13 Things Mentally Strong People Don't Do, explained: 'The holiday season stirs up a sense of nostalgia.'Nostalgia helps link people to their personal past and it helps people understand their identity.'For many putting up Christmas decorations early is a way for them to reconnect with their childhoods. It may be a bittersweet feeling.'Perhaps the holidays serve as a reminder of when a loved one was still alive. Or maybe looking at a Christmas tree reminds someone of what life was like when they still believed in Santa.'For people who have lost a loved one, the holidays may serve as a reminder of happy times they had with that person in the past.'Decorating early may help them feel more connected with that individual.'