day of the dead
Skip itA small market ($42K/yr) — this niche doesn't clear our bar today.
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Review moat
Good571.75avg incumbent reviews — the moat a new listing must climb
Brand share
Good62%top-5 brand share — brands hold most of the demand
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Avg price
Good£12.10avg listing price — sweet spot $15–$100
Price range
Okay£3.34–£25.72cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Okay4.5%return rate — above 5% kills the launch gate
Growth
Bad-7.2%90-day search growth — must beat 0% to launch
Conversion
Bad1.0%search→purchase rate — share of searches ending in a sale
Market size
Bad£42K£42K/yr · 346K searches
According to Flapen's Amazon United Kingdom niche tracking, day of the dead is a £42K/yr Amazon United Kingdom market (346K searches/yr). The top 5 brands hold 62% of demand. Demand peaks in Sep–Oct–Nov. Verdict: Skip it — 41/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
day of the dead market data
- Units sold / yr
- 6K–8K
- avg 0–100/product
- Revenue / yr
- £73K–£97K
- units × avg price
- Conversion rate
- 1.0%
- Avg BSR
- #22,811
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 38%
- Out of stock
- 37.3%
- Avg brand age
- 41 months
- Avg seller age
- 191 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
19 falling
Sellers
50
Top-5 brand share
62%
Top 20: 100%
Top-5 click share
51%
Top 20: 93%
Open market
34%
- Smiffys38%
- PACKOVE8%
- OE Menswear7%
- Fioeyr5%
- Lina & Lily4%
- Spooktacular Creations4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.2% search growth over the last 90 days.Peak months: Sep, Oct, Nov · busiest ÷ quietest = 26.6×
Top day of the dead search terms
- day of the dead66K/yr
- day of the dead costume81K/yr
- day of the dead mask35K/yr
- day of the dead costumes for women104K/yr
- day of the dead headband30K/yr
- day of the dead accessories5K/yr
- day of the dead head band5K/yr
- day of the dead accessories for women7K/yr
- womens day of the dead costume8K/yr
- dia de los muertos costume6K/yr
Top day of the dead products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Smiffys Opaque Day of the Dead Tights Black Fever Hosiery Fancy Dress Halloween Dress Up Accessories
Smiffys£6.514.2★325 rev
PACKOVE Day of The Dead Headband Rose Flower Headband Mexican Headpiece Halloween Flower Hair Bands for Halloween Masquerade
PACKOVE£8.570.0★0 rev
Fioeyr Womens Halloween Costume Leggings Skeleton Tight Stretch Funny Pants High Waist Stretch Leggings Ladies Elasticated
Fioeyr£8.324.2★59 rev
Lina & Lily Day of the Dead Sugar Skull Print Large Scarf Shawl Lightweight (Black)(Size: 180 X 90 cm)
Lina & Lily£12.554.6★803 rev
Smiffys Deluxe Day of the Dead Señor Bones Costume Black with Jacket Trousers Mock Shirt & Hat Mexican Day of The Dead/Sugar Fancy Dress Halloween Dress Up Costumes
Smiffys£24.084.2★2,381 rev
Newest
by launch date
Funnysoft Womens Halloween Day of Dead Costume Mexican Flower Skirt Gothic Dress for Halloween Costume Party (L Black)
Funnysoft£20.1710 rev
PACKOVE Day of The Dead Headband Rose Flower Headband Mexican Headpiece Halloween Flower Hair Bands for Halloween Masquerade
PACKOVE£8.570 rev
Leesgel Day of the Dead Costumes Face Tattoo 9 Sheets Temporary Tattoos Stickers for Day of the Dead Mask Face Paint Makeup Accessories Dia de Los Muertos Halloween Decorations
Leesgel£4.8913 rev
Halloween Day of The Dead Decoration - Cinco de Mayo Decorations Halloween Hanging Swirls Day of The Dead Bunting Banner Balloons El Día de Los Muertos Ceiling Wall Decorations Party Supplies
BUSCANDO£8.971 rev
12 PCS Day of the Dead Costume Tattoos for Halloween - Temporary Sugar Skull Face Stickers for Makeup Masquerade Parties. Face & Body Tattoos for Events
FACEGEM LONDON£7.29323 rev
Trending
90-day click momentumPACKOVE Day of The Dead Headband Rose Flower Headband Mexican Headpiece Halloween Flower Hair Bands for Halloween Masquerade
PACKOVE£8.570.0★
Fioeyr Womens Halloween Costume Leggings Skeleton Tight Stretch Funny Pants High Waist Stretch Leggings Ladies Elasticated
Fioeyr£8.324.2★
OE Menswear Sugar Skull Hawaiian Shirt Day of The Dead Casual Loud Halloween Shirt S-XXL (Small Black)
OE Menswear£14.344.1★
OE Menswear Sugar Skull Hawaiian Shirt Day of The Dead Casual Loud Halloween Shirt S-XXL (Medium Black)
OE Menswear£14.924.1★
Fohevers Womens Skull Fishnets Tights Pirate Goth Halloween Gothic Fishnets
Fohevers£5.014.3★
What buyers say about day of the dead
What buyers praise and complain about, mined from review topics.What buyers love
“Great value”
“Good quality outfit”
“Looked and fitted very well”
“Bright designs and easy to apply”
“Not bulky”
“Easy to remove afterwards too”
What buyers complain about
“Mismatch sizes”
Top return reasons
Common questions
- Is day of the dead profitable to sell on Amazon United Kingdom?
- The niche generates £42K/yr across 24 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -7.2%. Flapen's verdict: Skip it (41/100).
- How competitive is the day of the dead niche?
- 19 brands and 50 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 62% of demand.
- What do buyers complain about in day of the dead?
- Top complaints mined from reviews: Size-Overall. The return rate is 4.5%.
- When does demand for day of the dead peak?
- Demand peaks in Sep–Oct–Nov; the busiest month runs 26.6× the quietest.
- What does it cost to enter the day of the dead niche?
- Listings span £3.34–£25.72; the average listing price is £12.10 (sweet spot $15–$100). The average incumbent carries 572 reviews — the moat a new listing must climb.