- The average British adult now has just 3.7 close friends, compared to more than five a decade ago
- Research by Krispy Kreme reveals that nearly a third of Brits have been ghosted more than once in the past year
- Krispy Kreme encourages Brits reunite to with people they’ve lost touch with by trick-or-treating them to a free Krispy Kreme Ghosted Box
A new study has found that two in five Britons have been ‘ghosted’ by a friend or family member in the past year. To help Brits reconnect with their ghosts through the medium of doughnuts, Krispy Kreme is giving away thousands of ‘Ghosted Boxes’ this Halloween.
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 bring friendships back from the dead 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.