M&M's Unveils Screaming Service For Halloween

A mysterious thud downstairs in the middle of the night (31%), spotting a spider on the pillow (28%) and feeling something brush against your leg in the sea are among the things most likely to make Brits scream, according to new research.

Yet despite being quick to shriek, the nation appears to embrace the fun side of fear, with 84% saying scary experiences are more likely to end in laughter than panic when shared with others, while more than half (52%) say spooky thrills are more enjoyable with company.

The poll of 2,000 adults found being caught off guard by a spooky film twist (14 per cent) and seeing a mouse dart across a room (18 per cent) also feature in the top 10 of things most likely to make Brits scream. Other scream-inducing moments include hearing a knock at the window after dark (35%), walking face-first into a cobweb (12%) and somebody unexpectedly jumping out to shout ‘boo’!(13%).

And it seems there's more to a shared scream than just the scare itself. More than half (53%) say spooky experiences leave them laughing when enjoyed with others, while 39% believe they create memorable moments and nearly three in ten (29%) say they help bring people closer together.

According to psychologist Kimberley Wilson, there's a scientific reason why these scary experiences can feel surprisingly enjoyable. She has dubbed it the 'Shared Shriek Effect'.

Kimberley comments: "When we watch something scary, our bodies respond as if we're facing a threat. Our heart rate increases, adrenaline rises and our attention sharpens. The difference is that our brains know we're actually safe, which allows us to experience that physical rush as excitement rather than fear.

When we share that experience with other people, whether we're jumping, screaming or laughing together, it can create a genuine sense of connection. The scream itself also helps release the tension that's been building up, which is why laughter so often follows."

The new findings have been revealed as M&M'S launches its new Halloween Screaming Service - a playful, tongue in cheek twist on the streaming services families use for movie nights all year round, encouraging the nation to swap streaming for screaming this spooky season this Halloween.

Georgia Woodward from M&M'S said: "At M&M'S, we think Halloween isn't really about being scared, it's about screaming together. Our‘Screaming Service’ celebrates those moments across the month of Halloween when everyone jumps at the same scenes, hides behind a cushion and ends up laughing together about it afterwards."

While Halloween may be traditionally associated with ghosts, ghouls and things that go bump in the night, Britain's love of a good scream suggests the season is less about being scared and more about sharing the experience with others.

TOP 10 THINGS THAT MAKE BRITS SHRIEK

1. Someone unexpectedly jumping out at you as a prank

2. Hearing a knock at the window when it's dark

3. Hearing a mysterious thud downstairs in the night

4. Missing a step at the bottom of the stairs

5. Spotting a spider on your pillow

6. Feeling something brush against your leg in the sea

7. Seeing a mouse dart across a room

8. Being caught off guard by a spooky film twist

9. Someone unexpectedly shouting “boo!”

10. Walking face-first into a cobweb

5 REASONS WHY WE LOVE A GOOD SCREAM

Psychologist Kimberley Wilson explains why scary experiences can be surprisingly enjoyable

1. Fear Feels Different When We Know We're Safe

Like rollercoasters and parachute jumps, horror films let us flirt with fear. The music is eerie, the shadowy figure is getting closer, but you're still in the cinema or curled up on the sofa. That balance of danger and safety makes fear enjoyable, much like fairy tales, where children encounter witches and bears while tucked up safely in bed.

2. Our Brains Love The Build-Up

The suspense before the scare is often the best part. One of the biggest misunderstandings about dopamine is that it comes from the reward itself. In reality, anticipation is what matters. Your brain is constantly making predictions, and scary films excel at building suspense, keeping you guessing before delivering a jump scare or twist. That tension and release creates a deeply satisfying payoff.

3. Scares Give Us A Natural Adrenaline Boost

When we're scared, adrenaline pumps, cortisol releases glucose to your muscles and brain, your breathing quickens, and your eyes widen to take in more information. In a real threat, we'd experience this as fear or terror. But from the safety of your home, those same sensations can feel exhilarating.

4. Shared Screams Create Connection

Humans are deeply social and rely on others for emotional regulation, whether that's venting to a friend or crying with a parent. The same applies to horror films. Shared emotional experiences can strengthen feelings of connection and understanding.

5. The Scream Is A Reset Button

A scream is more than just a reaction. It releases the tension that's been building throughout a frightening moment. Once the scare has passed, the body begins to relax again, which is why laughter and relief so often follow immediately afterwards.