Two fifths of Britons have been ‘ghosted’  by friends or family in the past year with our friendship groups becoming 27% smaller in the past decade 

The phenomenon of ghosting could be leading to Brits’ friendship groups shrinking.  A decade ago, the average Brit says they had 5.1 ‘close friends’ – but today that has fallen to just 3.7, a drop of 27%. Furthermore, nearly one in ten (9%) say they now have no close friends at all – a 50% rise on a decade ago. 

To counter this trend, Krispy Kreme is calling on Brits to use the most ghostly time of year, to reconnect with former friends by trick-or-treating them to a free box of doughnuts.  Brits are encouraged to reconnect with friends by sending anyone they’ve lost touch with a hauntingly empty Krispy Kreme ‘Ghosted Box’. The empty boxes will be filled with delicious Original Glazed doughnuts for free when taken into any Krispy Kreme shop.

While nearly one in five (18%) say a close friend has ghosted them in the past year, more than one in ten (11%) say their best friend has, and 14% have even been ghosted by a family member. 

As well as being ghosted themselves, many Brits admit to having ghosted someone else – 38% say they have done so in the past year and there are multiple reasons for this.  Over a third of people (36%) say they have simply drifted apart and 24% say they ghosted someone because they were simply ‘in a different life stage’. 

Emma Colquhoun, Chief Marketing Officer UK & Ireland at Krispy Kreme said: “This Halloween, we are pleased to be calling on the nation to reconnect with their ‘ghosts’ through the medium of doughnuts. Our doughnuts provide a perfect sharing moment which is why they’re certain to bring people back together, rewarding them with a box of our delicious Original Glazed doughnuts.”

While stocks last, Ghosted Boxes can be ordered for free on the Krispy Kreme Ghosted Box page between 9th and 13th October, either as a hauntingly empty box sent by mail to their chosen recipient or as a Ghosted Box digital code. The Ghosted Boxes will include a ghostly reconnection note and can be redeemed by  customers with a Krispy Kreme Rewards account for a four-pack of Original Glazed doughnuts at any Krispy Kreme shop from 23rd to 27th October.

Mortar research with 2,000 adult participants conducted 11th-13th September 2023

T&Cs

• Ghosted boxes can be filled with 4 Original Glazed doughnuts at any Krispy Kreme shop in the UK between 23rd – 27th October 2023 or 1st November – 12th November 2023. 

• Customers must take their physical ghosted box and leaflet to the store to exchange for 4 Original Glazed doughnuts or show their digital smiles voucher at the till to redeem this offer.

• Subject to availability – when they’re gone, they’re gone. 

• Prizes are non-refundable, non-exchangeable and non-transferable. 

• One four-pack of Original Glazed doughnuts per customer only. 

• Hot Original Glazed packs are excluded from this offer. 

• Not available in Selfridges, Tesco, Morrisons, Sainsbury’s, Asda, Moto, Welcome Break, Roadchef, EuroGarages, and Center Parcs. Over 18s only. 

• Krispy Kreme UK reserves the right to change, cancel or amend at any time.

• Complimentary items are fulfilled at the Shop Managers discretion and the Shop Manager has the final say. 

• No Rewards Smiles will be collected for complimentary product. 

• Offer cannot be combined with other offers or promotions.  

• Opening times may vary. Please check opening times on our website before making your way to our Krispy Kreme shops.

• 5,000 Ghosted Boxes will be available in the UK.

• To order a ghosted box, customers will need a rewards ID.

• Krispy Kreme UK can be found at: 

  • Facebook – @KrispyKremeUK

  • Instagram – @krispyKremeUK

  • Twitter – @KrispyKremeUK

  • TikTok – @KrispyKremeUKI

• Purchase your doughnuts online through: Click and Collect or via nationwide delivery straight to your door: Krispy Kreme – The Home of the Original Glazed doughnut since 1937! | Krispy Kreme