By Kathleen Furore
Masks from Stagecoach Gifts
NCA ADMINISTRATION
Board of directorS
President
Terry Sinopoli
Arlene’s Costumes 1156 Culver Rd. Rochester, NY 14609
terry@arlenescostumes.com 585-662-9942
Term ends: 2027
immediate Past
President
Pam Markel
Illusive Skull Costume Castle 1445 Bunner Ridge Fairmont, WV 26554 docmarkel@aol.com
304-476-7927
Term ends: 2026
Vice President
Courtland Hickey
Chicago Costume 1120 W. Fullerton Ave. Chicago, IL 60614 courtland@chicagocostume. com 773-528-1264
Term ends: 2027
treasurer
Louella Torrence
Drop Me a Line Costume Shop 3600 Catherine Ave. Allentown, PA 18103 dropmealine@rcn.com 610-360-5498
Term ends: 2027
director
Marion Bradley
Discount Costumes 1736 Watson Blvd Warner Robins, GA 31093 balloonsnpartiesinfo@ gmail.com 478-396-1204
Term ends: 2026
director
Calvin Coffman
Graftobian 510 Tasman St. Madison, WI 53714 608-222-7849
calvincoffman@graftobian.com
Term ends: 2026
director
Anne Dorsey
McCabe’s Costumes PO Box 694
Winterville, NC 28590
mccabescostumes@gmail. com
Term ends: 2026
director
Annemarie Aldrich
Rose Costume 104 W. Oak St. Denton, TX 76201
annemarie.aldrich@ rosecostumes.com
940-566-1917
Term ends: 2027
director
Bernie Garrido
Bernie’s House of Fun 1804 Green Ct. Brownsville, TX 78520
bernieshouseoffun@gmail. com
956-592-7676
Term ends: 2027
director
Dwayne Ibsen
Ibsen Costume Gallery 4981 Hamilton St. Omaha, NE 68132
402-556-1400 Fax 402-556-5727
ibsencostumes@gmail.com
Term ends: 2027
director
Brandon Lilly
The Life of the Party 4025 S. Mason St., Ste B. Fort Collins, CO 80525
brandon.lilly@goodsforgeeks. com
970-414-0857
Term ends: 2027
executiVe director
Ed Avis
National Costumers Association
708-218-7755
executivedirector@costumers.org
S tanding committee chairS
Buyer member Benefits: Courtland Hickey
Vendor Benefits: Calvin Coffman
membership recruitment: Anne Dorsey and Marion Bradley revenue: Anne Dorsey nominations and awards: Pam Markel
Bereavement, disaster and grievance: Pam Markel history: Dwayne Ibsen and Pam Markel website: Janine Caufield and Brandon Lilly
Social media: Janine Caufield and Calvin Coffman
Top 10 Advantages of NCA Membership
10. NCA Zoom Happy Hours. Chat with your NCA friends from the comfort of your home!
9. NCA Mentor Program. Get help from more experienced costumers...or give help to new members!
8. Help Halloween Happen Campaign. Google Ads that drive traffic to your store’s website!
7. Halloween for All Campaign. Make sure your store is suitable for all customers, regardless of abilities.
6. NCA Zoom Fashion Show. Learn about the latest products from our Vendor Members.
5. NCA Webinars. Great information from fellow members and experts, plus always time for questions
4. NCA Today Newsletter. Your bi-weekly dose of news about the NCA and costuming
3. Bundle Program Discounts. We all save money when we combine our orders.
2. Buyer’s Group Discounts. Exclusive discounts from our Vendor Members
1. The Costumer Magazine. The quarterly journal that’s in your hands right now!
Stay tuned for details and plan on participating!
PRESIDENT’S LETTER
hello my nca friends,
It’s hard to believe that just as summer is warming up, we are starting to prepare for Halloween, haunts and the holidays. Profiting from horror requires exploiting the built-in, fanatical fanbase and the high return on investment (ROI) unique to the scare industry. Fear is a universal emotion that bypasses language and cultural barriers and extends beyond watching the movies themselves.
Haunted attractions are an emerging $300 million seasonal industry in the U.S. capable of generating seven-figure revenues over a single month. To profit from the lucrative horror market, costume shops can adopt specific strategies like becoming licensed retailers for major movie franchises if they are not already, vending and sponsoring horror conventions, or supplying professional theatrical props to haunts. Local and independent shops thrive by focusing on high-quality, niche products rather than just cheap, mass-market merchandise.
Are you interested in developing this part of your business? If so, how do you do this? Contact your NCA vendors who offer decor, masks, theatrical makeup, accessories and other haunt must-haves. Learn about their offerings and order according to your needs. Ask your vendors for samples or videos so that you can share your new styles with prospective customers earlier than your competitors do. Develop partnerships with local schools, colleges and other organizations looking to learn more about the haunt. Offer in-store opportunities and celebrations for enthusiasts to learn about haunt makeup and to check out your selection of products.
This leads us to holding events in your store. Hosting in-store events drives foot traffic by pairing shopping with unique, shareable experiences. The best approach features interactive workshops, exclusive VIP launch parties, or collaborative “Sip and Shop” nights. You can team up with local makeup artists or cosplayers. You can hold an open house with a specific clientele in mind. Make sure to prioritize clear goals and engaging themes to ensure your event feels both special and cohesive.
In March, we at Arlene’s Costumes held our 70th Anniversary Sip & Celebrate Open House. We invited business professionals, members of our chambers of commerce, school administrators, theater directors, and local government officials. We received proclamations from our mayor, city councilman, state senator and county legislator. We had some light refreshments, our famous airbrush face painting and temporary tattoos, and a photo booth from an entertainment company that we work with frequently. Most of our family and staff were available to mingle and answer questions. This event was a huge success for us in many ways. We got quite a bit of media coverage and are still getting sales as a result of this event.
We hope that you have an enjoyable and relaxing summer as you prepare for a busy Halloween and Haunt Season!
terry Sinopoli, president
National Costumers Association
Arlene’s Costumes, Rochester, New York
nca national headquarters
ed avis
executive director
P.O. Box 13347 Chicago, IL 60613 708-218-7755
executivedirector@costumers.org
The Costumer publications office
Ed Avis Associates P.O. Box 13347 Chicago, IL 60613 708-218-7755
executivedirector@costumers.org
ad Sales
Ed Avis
708-218-7755
executivedirector@costumers.org
editorial inquiries
Kathleen Furore
708-267-0023
kfurore@yahoo.com
art director
Michelle Crisanti michelle@mc2chicago.com
©2026, National Costumers Association. The Costumer is published by the National Costumers Association, Inc., with headquarters located at the above address, a nonprofit and incorporated association of costumers located in the United States, Australia, Bahamas, Canada, India, Ireland, Mexico, and Great Britain.
No responsibility is assumed for the opinions expressed or claims made by the authors of articles or by advertisers. Appearance in the magazine does not constitute endorsement by the National Costumers Association, nor its officers or representatives.
www.costumers.org
ASSOCIATION NEWS
nca launcheS national i ndependent coStume Store day
A new national celebration is coming to the costume industry, and it’s all about shining a spotlight on the independent costume stores that inspire creativity, support local communities, and keep the magic of costuming alive year-round.
The National Costumers Association is proud to announce the launch of National Independent Costume Store Day, which will debut in October 2026 (exact date TBD). Inspired by the success of Independent Bookstore Day and Record Store Day, this annual event will celebrate the unique role independent costume stores play in communities across North America.
From helping schools and theaters bring productions to life, to outfitting Halloween enthusiasts, cosplayers, performers, and community events, independent costume stores do far more than rent and sell costumes — they create experiences, preserve history, support the arts, and foster imagination.
“National Independent Costume Store Day will give our members an opportunity to tell their stories, celebrate their businesses, and remind customers why shopping local matters,” said NCA Vice President Courtland Hickey, who proposed the initiative. “Independent costume stores are unlike any other retail business. They are filled with creativity, expertise, history, and passionate people who make communities stronger.”
Participating stores will be encouraged to create their own celebrations, including customer appreciation events, costume showcases, behind-the-scenes tours, cosplay gatherings, theater partnerships, educational programs, charity fundraisers, and other activities that highlight what makes their businesses special.
To support the effort, the NCA will provide members with marketing materials, social media graphics, press releases, promotional ideas, signage, and media outreach resources. The association will also coordinate national publicity efforts while allowing each store to customize the event for its local audience.
A National Independent Costume Store Day Committee has already been formed and is hard at work developing plans, resources, and promotional opportunities for members.
This initiative represents more than a single day on the calendar—it is an opportunity to celebrate our industry, elevate independent costume businesses, and introduce a new generation of customers to the incredible stores that have served their communities for decades.
The countdown to October 2026 has officially begun. Stay tuned for more details and start thinking about how your store can help make the inaugural National Independent Costume Store Day a nationwide success!
tariff refund? p roBaBly not
When President Trump imposed tariffs on products from around the world, costume shops – and ultimately their customers – paid more for imported products. But the Supreme Court ruled in February that those tariffs were not proper, and since then a structure has been set up for companies to request refunds.
So, should costume shops be expecting refunds?
Don’t hold your breath. The structure for requesting refunds only works for companies that directly paid the tariffs, which for the costume industry primarily means manufacturers. So stores, in most cases, cannot use that refund structure.
But if a manufacturer from which a store bought products
ASSOCIATION NEWS
gets a refund, won’t they pass the appropriate amount of that refund to the store? Again, don’t hold your breath.
We informally polled costume industry manufacturers about the possibility of refunding tariffs, and of those that replied, none had definite plans to do so. Why not? For a couple of reasons:
According to our poll, the average tariff the manufacturers paid was 35 percent. However, they only passed on 10 to 12 percent to retailers, so the manufacturers and/or others in the supply chain “ate” the rest.
Two, they had to pay legal fees and other expenses to deal with the tariffs when they were imposed and are paying more legal fees to get them back.
The bottom line is that even if the manufacturers succeed in getting 100 percent of the tariffs refunded, they likely will keep that money as reimbursement for their own expenses.
“Since the manufacturers only charged the retailers a portion of the actual tariff they paid, and since they had a lot of other expenses related to the tariffs, it’s probably not realistic for retailers to expect refunds,” says Nigel FeBland, a sales representative for numerous companies in the industry. “It is a fluid issue, but refunds to retailers are not likely.”
Another point to consider: In some cases, the tariff situation probably caused manufacturers to lose business. For example, we received this email from Linda Sparks, owner of a Canadian company called Farthingales:
“I sell corset making supplies — costume making supplies, too. Last fall, I had to upgrade my website to charge Duty on all American orders because no shipments were allowed to cross the border if the Duty was not prepaid. So, the website automatically charged 50 percent Duty on most orders, and many people abandoned their shopping cart — understandable!...The USA is about half my market, or at least it was.”
With all those pressures — tariff costs, legal expenses, lost customers, etc. — it will not be surprising if the vendors choose not to refund.
But there is one possibility: If manufacturers get their tariff money back, they could offer a discount to retailers. This might be a win-win situation, since the manufacturer could use that discount as a sales incentive and the retailers could get some products at a lower price.
“We might offer some special credit or discount on future orders,” wrote one manufacturer – who did not want to be named — in the comments portion of the informal poll we took.
A Look BAck At A NcA’s creAtive styLe shows Editor’s Note: Past NCA Presidents Pam Markel and Dwayne Ibsen have been writing about the association’s history. This story includes information about the Creative Style Show, an event that took place at the annual convention for decades.
One highlight of The National Costumers Association annual conventions in years past was the Creative Style Show. Ten to twelve members received identical boxes of mismatched fabric, trims and a questionable number of items that no one in their right mind would use to create a costume. The rules were
very specific: Everything in the box had to be used to create the costume; you could only spend $1 (later changed to $10) or less for items such as zippers, buttons, etc.; and you could make no more than two costumes out of the items you were given. It was truly a test of patience, creativity and ingenuity. The goal was to make a costume or costumes to rent in your shop.
“It was our own ‘Project Runway’ — it was one of my favorites,” retired member Lorraine Brown of Fabrian’s Upstairs Closet in Vermont says.
(continued on page 8)
FROM THE HISTORY VAULT
1976: The Style Show debuts
The first Creative Style Show was in 1976 at the Dallas, Texas convention. It was then called the “Surprise Style Show.” Margaret Trosclair of Trosclair’s Costume Supply in Marrero, Louisiana, the show’s chairman, sent nine shops, including hers, identical packages of fabric and trims — no directions included.
“The fun will be in seeing how completely different the finished costumes will be or maybe it would be even more exciting if they all turned out to be the same,” a story in The Costumer magazine said.
Each shop was reminded to wear a cloak or robe over their costume so no one could see the creations until they were presented by Wayne Murphy, the announcer. The first participating shops were Lowan’s Costume Co., Masters Costume Co., Krause Costume Co., Maiers Costume Co., Jackie’s Costume Co., Costume Holiday House, Bittner’s Costume Studio, Trosclair Costume Supplies, and Howland Costume Co., and Trosclair’s Costume Supply.
The 1979 creative Style Show
Mrs. Margaret Palmer was the Creative Style Show chairman in 1979. Eleven companies received 2 yards of 54-inch red knot fabric, 4½ yards of sequin trim, 2 yards of yellow sheer, 2 yards of 48-inch green sheer, and 2 yards of black Chenette fringe. Most of the shops made a leotard or a form fitting dress, some long, some short and even shorter still, each using the selected fabric to drape, ruffle etc. to complete the finished product.
Costumes in the show that year included a sexy dance hall girl, Harem girl, Cuban dancer, plus entries that featured themes including Saga of the Old West, the 1920s, Calypso, Arabian, Gypsy, Oriental and Space.
The 1980 creative Style Show
Chaired by Marge Olszewski of Mar Ray Costume Shop, this event had seven participating shops that received 3 yards of ivory stain, 3 yards of brown and gold brocade, 1 yard of brown velvet, 3 yards of gold and brown trim, and 3 yards of lace. Seven beautiful costumes were created by the following shops:
• “Sheik with Turban, coat, and balloon pants” from Act 1
Costume Shop Madison, WI
• “12th Century Robe from Tibet with boot cover” from Haunted Trails Trick Shop, Palas Hill, IL
• “Maharaja with coat, pants and turban” from Helene of Arkansas, Fort Smith, AK
• “Period Dress with hoop” from The Mad Hatter Costume Shop, Dayton, OH
• “1920’s Dress, cocoon coat and Cloche Hat” from Landes Costumes, Indianapolis, IN
• “Robe and Tunic from Morocco with head dress” from The Costume Shop, Butler, PA
• “15th Century Mans tunic and hat” from Mar Ray Costume Shop, McHenry, IL
“The thought occurred to me a few hours before the show…what if we all built the same costume? It is a fun project, and you may be called on next time, then you can show us all how creative you can be,” Olszewski was quoted as saying.
The 1983 creative Style Show
Ten participants contributed elegant and versatile costumes to this year’s show, chaired by Mary Lou Landes of Landes Costumes in Indianapolis, Indiana. Many of the creative entries exhibited the imaginative use of interchangeable sleeves and added accessories to change the style of the dress or costume.
• Fantasy World – David Johnson
• Bittner’s Costume – Jeanette Rubenstein
• Lowan Costume Co. – Joh Lowan
• Costumes by Margie – James Bliss
• Jill’s Costume Shop – Barbara Moore
• Act 1 Costumes- Bernice Jacobson
• The Costume Shop – Gaylen Patterson
• Costume Holiday House – LaMar Kerns
• The Costume Bazaar – Bobby Russell
• Anderson Costumes – Sherry Van Hook
“The material sent to ten firms this year leaned toward the theatrical more than the masquerade side,” Mary Lou Landes stated, noting that she was “anxious to see what the group had made.”
The 1984 creative Style Show
Chaired by Lila Hawkins of Costumes by Lila in Bellflower, California, this show included costumes from nine shops:
• Eastern Costume Company, Greensboro, NC
• Jeannette Rubenstein of Bittners Costumes in Tennessee
• Margaret and Harry Palmer from Indianapolis
Costumes Co., Indianapolis, IN
• Landes Costumes, Indianapolis, IN
• Anderson Costumes, Chesterfield, IN
• Marty’s Custom Costumes
• Anderson Costumers, Chesterfield, IN
• Costume Bazaar, New Haven, CT
• Costumes Creative, Silver Springs, MD
The 1986 creative Style Show
The following ten costumes showcased in 1986 featured light blue, royal blue, and pink taffeta with silver trim:
• “Dance Hall Girl” from Harlequin Costumes, Santa Barbara, CA
• “Colonial Dress” from Astrid’s Costume Attic, Buena, CA
• “Jester” from Costume Holiday House, Fremont, OH
• “Empire Dress” from Boston Costumes, Boston, MA
• “Lady Clown” from Masters Costumes, Bailey’s Crossroads, VA
• “Evening Gown” from Extravaganza, Fresno, CA
• “Harem Elephant” from Creative Costumes, Tucson, AZ
• “20’s Evening Gown” from Mardi Gras Costumes, Scottsdale, AZ
• “1890 Showgirl” from Ibsens Costume Gallery, Omaha, NE
• “Southern Belle” from Carolina Costume, Asheville, NC
There is no record in NCA’s files that suggests the Creative Style Show took place in 1977 and 1978. We assume it did, but there were no pictures or articles in The Costumer magazine for those years.
The 1979 and 1980 Creative Style Shows were written about and show that this creative tradition was a huge success — even though no pictures exist in the archives.
For 1981 and 1982, no record of the Creative Style Show could be found. The only historical information was a picture of the costumes in the 1982 show.
If anyone has any information to share about any of those shows, please contact Pam Markel at docmarkel@aol.com.
By Ed Avis
Cash In on
CREEPY
h orror Produ C ts Boost h alloween s ales
Todd Belanger bought Disguises, a costume shop in Lakewood, Colorado, about 11 years ago. The previous owner didn’t stock much horror-related merchandise, but soon after taking over, Belanger noticed more and more customers asking for the Ghostface mask popularized by the Scream movie franchise.
“So, I bought a few and then they were gone, and then I’m like, OK, so I bought more and more and more each year, and I think last year I finally didn’t sell out,” Belanger says.
Today Disguises is a testament to the power of horror. The store is packed with horror-related masks, costumes, accessories, jewelry, figurines, ornaments, games, puzzles, wrapping paper and countless other SKUs. Sales surge during Halloween, of course, but horror sells all year.
“I sell just about anything like that, honestly,” he says. “Anything that’s related to any of the major horror characters, I buy whatever whenever I see it. And that stuff sells like crazy.”
Are you cashing in on horror like Belanger does? If not, below are some tips on launching or expanding your horrorrelated product line.
Three Eras of Horror
In the world of costume shops, horror-related products can be defined broadly as anything scary. The biggest category are products related to horror movies, and these fall generally into three eras. If you are growing a horror costume selection, consider adding key products from each era.
Start with at least some basic items from classic horror films, such as Frankenstein, Dracula, the Werewolf, and the Mummy.
“Our customers absolutely adore Frankenstein,” says Susan Stringer, owner of Beauty and the Beast Costumes in Chattanooga, Tennessee. “I carry the one from Trick or Treat Studios and people will just stand here and say, ‘Oh my gosh, that’s the one.’”
The second category is products related to horror movies from the 1970s to the 1990s, and they generate the biggest sales for costume shops. To start with, add some products related to the Halloween series of movies, which created the Michael Myers character.
“I sold out of Michael Myers masks like three years in a row, so then I just was like, forget it and I bought like so many,” Belanger says. “I have at least 20-foot shelf of different Michael Myers masks, all different masks. It’s unbelievable how popular that is.”
Other costume-rich horror movies from this era include Friday the 13th (Jason); A Nightmare on Elm Street (Freddy Krueger); Beetlejuice; and Child’s Play (Chucky).
Those movies remain so popular that even the grandchildren of the original audience members love the related costumes.
“There used to be sort of an unspoken rule that they didn’t make horror costumes for kids,” Belanger says. “But now they make them for everybody. I mean, every year I get somebody who comes in with a little toddler dressed up as Chucky. And
you see little Jasons or little Michael Myers kids who are three feet tall. “
Finally, add some costumes from the last two decades. Movies made in this era help sell costumes, but the vein is not nearly as rich as the ‘80s and ‘90s. In fact, one of the biggest recent horror movie franchises — Scream — debuted in 1996, though the most recent came out just this year.
Two of the more recent horror films that spawned costumes are scary clown movies — Terrifier (Art the Clown) from 2016 and IT (Pennywise) from 2017.
Of course, a lot of horrorrelated products are not necessarily related to movies — think severed limbs, ghost costumes, zombie gear, skeletons, etc. So, stock up on those, too.
Start with Masks
Masks are the top selling horror products. Many good sellers are related to the movies mentioned above, and some are simply scary generic masks.
Susan Glandon, owner with her husband, Gary, of Stagecoach Gifts in Kearney, Nebraska, says their store’s horror section started decades ago with a small mask selection. The business, launched by Gary’s parents in 1973, was originally — and still is primarily — a souvenir shop.
“My husband is really into Halloween, so he got a couple of masks and put them out and didn’t think too much about it,” Glandon says. “But they sold right away. So, we thought, well, maybe we’re on to something, because the souvenir business slows down during the fall and we needed something else to go with it.”
Today her store sells a wide selection of masks from Ghoulish, Trick or Treat Studios, KBW and other vendors. Her best seller? The Michael Myers mask from Trick or Treat Studios. Another top-seller is the Plague Doctor mask from KBW.
At Beauty and the Beast Costumes, Stringer displays her masks on the wall behind her make-up counter. Displaying them there makes them highly visible to customers, but it also keeps children from fingering the masks and trying them on.
Standard masks, such as Ghostface, and generic monster masks such as werewolves, which Stringer sources from FunWorld, are among the most popular masks at Beauty and the Beast.
Another consideration with masks is quality: Many of your customers will want the basic, inexpensive versions, so stock up on those. But some will want nicer versions, and a few will want the collectibles.
For example, Stringer remembers a high-quality Leatherface mask (from the lead character in The Texas Chainsaw Massacre) that appealed to discriminating buyers.
“The hair on it had the softest texture, it was most wonderful feeling hair ever,” she remarks. “A woman was buying one because she was a big Leatherface fan and I was telling her, ‘Touch the hair. It’s amazing.’ And she was like, ‘Oh, this is great.’ The two of us were just gushing about how wonderful this mask was and as she checked out a man stepped up to the counter and he said, ‘Do you have another one of those that she just bought? I was listening to the two of you talking about it and now I really want one.’”
Don’t Overlook DIY Customerss
Many horror costumes can be pieced together by DIY customers, so be sure to stock the make-up, accessories and spooky garments these buyers want.
For example, classic horror looks such as Dracula can be largely achieved with white and red make-up, a cape, and maybe a wig. Zombies are also popular among DIYers — make-up for scars, ragged clothing, and lots of blood are all they need.
Stringer carries a full line of Mehron make-up, including their special effects kits, blood products, and all of the colors of their cream sticks. Glandon stocks Ben Nye’s full line for horror DIYers and local theater groups.
For garments, in addition to capes and cloaks, make sure you carry some “boiler suits,” which are the generic jumpers worn by characters such as Michael Myers, Jason, and Leatherface. (continued on page 14)
Susan Stringer poses in front of the horror masks at Beauty and the Beast Costumes.
“o ur customers absolutely adore frankenstein. i carry the one from trick or treat Studios and people will just stand here and say, ‘oh my gosh, that’s the one.’”— Susan Stringer, Beauty and the Beast
“If I can get a deal on things like boiler suits or other stuff like that, it’s something I don’t worry about buying and having lots of holdover. I don’t care, because it always sells every year,” Belanger says.
And make sure you have lots of plastic swords, axes, saws and other weapons DIYers need to complete their look.
“Machetes, butcher knives and so forth fall under the horror umbrella because it doesn’t matter how scary your outfit is,” Stringer says. “If you don’t have a lot of scary make-up or a mask, you gotta have a weapon of some sort!”
Finally, the Add-Ons
One more fun category of horror stuff to keep in stock is the vast range of horror-related figurines, dolls, games, puzzles and such. These items can add a few impulse dollars to each sale. Belanger even has a selection of air fresheners with horror themes.
“The cheap stuff, like the air fresheners, sell like crazy,” he
says. “They’re at the register and they’re something people just pick up.”
The horror market has long been a staple for many costume shops, and its momen tum does not seem to be slowing.
“The market has really blown up, and at this point it’s totally ev ergreen,” Belanger says.
H O rr
Susan Glandon from Stagecoach Gifts with best-seller Michael Myers
Few other products attract as much customer at tention as horror. Todd Belanger, owner of Disguises in Lakewood, Colorado, displays a giant size Cora line figure (from the 2019 animated horror/gothic movie of the same title) and other such décor items throughout his store.
“They just make the store look awesome,” he says. “I call them ‘hero pieces.’ People talk about them more than anything. But you’d be amazed; all of a sudden you turn around and a couple of them are gone.”
Similarly, Susan Stringer, owner of Beauty and the Beast Costumes in Chattanooga, Tennessee, says her husband Jeff decorates a mannequin in a horror costume and places it near their front door.
“We had Dracula standing there one year,” she says. “We had him in a full tuxedo and we got that beautiful cape from Trick or Treat and people were coming up and going, ‘Oh, I want this!’ It’s a very good promotion and people love it.”
In-Store Intrigue: Interactive events can drive traffic and profits
By Kathleen Furore
If you aren’t sure hosting in-store events is a worthwhile endeavor, one look at the events at The Wizard’s Chest in Denver should quell any doubts.
May, for example, brought two one-day events: the May 1 Pokemon Day celebration complete with special giveaways, and the May 31 Dungeons & Dragons Crochet Social Hour that celebrated the release of Dungeons & Dragons Crochet: A Book of Many Patterns. Attendees celebrated with fellow crafters and received a free pattern inspired by the D&D universe from the book.
And then there’s the shop’s monthly calendar filled with event options for every day of the week — Pokemon Meetups, LGBTQ+ Game Nights, X-Wing Meetups, MTG Commander & Casual Nights, Friday Night Magic (FNM) Draft, Miniatures Nights, and Board Game Nights to name just a few.
coStumerS weigh i n
Amy Cartwright recently discovered the appeal of in-person events at her business, The Costume Shop, in Russells Point, Ohio.
As brick-and-mortar stores vie with online retailers, the kind of in-store events The Wizard’s Chest hosts can be the key to unlocking business lost to internet-only marketers.
“The physical retail space offers something e-commerce can’t: human interaction, tactile experiences, and the joy of discovery,” information from Maclyn, a Chicago area creative marketing agency, says.
“A well-executed in-store event doesn’t just bring people in. It gives them a reason to linger, engage, and come back. From surprise pop-ups to hands-on demos, smart retailers are turning their spaces into destinations. And they’re seeing the results.”
In April, the shop hosted a Kentucky Derby hat making class that grew from one session to two after a Facebook promotion garnered so much response.
Participants could choose from a variety of base hats, and Cartwright provided the ribbons, flowers, and glue guns participants used to craft their masterpiece. Light snacks and drinks also were included in the event, which cost $40 per person.
“The Derby hat making was the first event we held at our shop…it was amazing,” she says. “The event did help boost sales, it brought awareness that we sell Derby hats, and I also sold some other accessories that evening. I offered 10 percent off to anyone attending the class that night on all purchases. Because of its success, we will definitely do more in the future.”
Courtland Hickey, owner of Chicago Costume, is another costume pro who has had success with in-store events. One profitable approach: He attracts customers who crave old garments with Vintage Sales events held twice a year.
“They’re a way to offload rental costumes that aren’t good enough to rent anymore, but aren’t bad, or old styles or overstock. We are able to take retail costumes out and hang them up, things that might be missing accessories or have slight damage to them but are otherwise in good condition,” Hickey explains, noting that the events are “good for bargain hunters
class. It worked so well that that she’s already thinking about future options.
“I have started pondering other ideas via AI, Pinterest and social media,” she says. “I was hoping to do a kids camp this summer, but I’m not sure if it will happen this year.”
For Hickey, the Vintage Sales idea was born of his tendency to hoard product. It ended up turning that habit into money-making endeavors and made room for the arrival of new costumes and accessories.
“It all depends on the date, the time you select, and what else is going on [in your area],” he says when asked how costumers interested in hosting events can decide on the best schedule for their location and clientele.
because the economy is really tight right now.”
They’re also a good way to attract people from school theater programs, or for shoppers looking to make bulk purchases, he adds.
He stresses the importance of reaching out to target audiences to drum up attendance.
“a well-executed in-store event doesn’t just bring people in. i t gives them a reason to linger, engage, and come back.”
— maclyn, “retail event activations ThatDrive foot traffic and Sales”
“We’re able to sell unique, one-of-a-kind things and vintage. And while the sales generally go over very well, they have to be promoted really well to the people who are interested in them,” he cautions.
t he p lanning p roceSS
Coming up with ideas for in-store events is the first step to building an events lineup.
For Cartwright, it was customer input that led to the Derby hat day.
“The year prior, we had several customers come in and ask us to custom make their hats. So, we put our heads together and thought, ‘Why don’t we just host a class to do this?’” she recalls.
Cartwright didn’t let the lack of dedicated event space stop her from hosting the event. She moved some racks out of the main sales floor and set up tables to accommodate the
Make Your Shop the place to Be: tips for hosting In-store events
In-store events can be a powerful tool in your revenue-generating arsenal, as well as a way to turn first-time visitors into regular shoppers and regular customers into advocates for your shop. If hosting events has appeal, but coming up with ideas seems daunting, the following options are a good place to start:
• Turn to local pros. Do you know someone who is an expert seamstress? A creative makeup artist? A hairdresser who can work magic with temporary colors, wigs and extensions? Invite them to teach a workshop or to give a demo in your shop, then offer discounts on products related to the event topic.
• Organize Shopping Nights for VIPs. Do you have a loyalty program? Or a list of customers who have signed up to be contacted with updates about your shop? If so, create invitation-only, after-hours events for those loyal shoppers, offering first access to new collections and event-only discounts.
• Collaborate to Drive Traffic. Are there businesses or charitable organizations that would make good partners for a joint market or an in-store pop-up shop? If so, create an event and cross-promote it to your customers and to theirs.
And don’t forget about the power of social media! Promote your gatherings through local online listings, social media, and targeted email campaigns; collect contact information from attendees that you can use for post-event marketing; and create posts featuring engaging information and images from the event.
Customers model the creative hats made at The Costume Shop’s Derby hat making class.
Ben nye creme w heels and Blood tooth color. The new Creme Wheels are perfect for transforming your customers into popular Halloween, theater, and cosplay characters! The Wicked Witch Wheel offers vivid colors ideal for creating witches, ogres, and grinches; the Ghoul Wheel is a great way to create vampires or to bring the undead to life. (Don’t forget the Neutral Set Powder that can make the makeup last all day and night.) The Blood Tooth Color lets costumers change their pearly whites into the perfect bloody mess with this formula that quickly dries onto teeth and has an extremely durable finish. Apply a small wash or build up dense color to achieve your desired look. orders@bennye.com; bennye.com
PRODUCT PARADE
mehron colorset Setting powder Bold. Mattify, intensify, and color-shift cream makeup with this highperformance, talc-free tinted setting powder formulated with skin-mattifying agents that help keep makeup fresh for hours. Lightweight and comfortable on the skin, it delivers a smooth, long-lasting finish for cosplay, theatre, face & body paint, and special effects makeup. Available in blue, ultra white, black, green, yellow, and red. Perfect for intensifying color or subtly adjusting makeup without adding another cream layer. mehron.com
trick or treat Studios fallout Vault Suits. Trick or Treat Studios is proud to present Fallout Vault Suits. Both of the upcoming costumes pictured are pulled right from the game — and more Vault Suits from Amazon’s hit TV show are coming soon, as well! Stay tuned…and stay safe, Wastelanders! trickortreatstudios.com
PRODUCT PARADE
rubies lawn inflatables. The 6-ft. Skeletor, inspired by the enduring popularity of Masters of the Universe, featuring two built-in lights for eye-catching illumination; ground stakes and tie cords included. The 6-ft. optimus prime features built-in illumination and an attached plug-in fan for quick and easy setup. And the 4.5-ft. peppa pig with built-in lights features the beloved preschool character in a festive Halloween-themed design. All 3 inflatables include ground stakes and tie cords for secure outdoor display. For ordering information, contact customerservice@rubies.com.
isguise toy Story c lassics. Sheriff Jessie features a printed one-piece jumpsuit with faux buttons, stitched western details, and a built-in faux belt design that captures Jessie’s iconic look from the movie. A removable sheriff badge and pressed cowgirl hat complete the costume. Cowboy woody is a printed jumpsuit with a bright yellow plaid shirt design, attached cow-print vest, faux belt buckle, red kerchief that ties around the neck, plus pressed cowboy hat completes the iconic outfit. And Buzz ightyear is a printed jumpsuit with space ranger graphics, built-out chest panel, attached dimensional arm gauntlets, and soft fabric hood. info@disguise.com; disguise.com
ARKETPLACE
ellie Shoes Boots — arriving this summer! The 119Noah men’s over-the-knee boot with straps and rivets is available in black and brown in sizes Small (8-9), Medium (10-11), Large (12-13), and XL (14). The 300Duma women’s knee-high superhero boot with 3-inch heel and side is available in black, blue, red, and yellow in sizes 6-12. 714-771-0015; www.ellieshoes.com
The pirate dressing marauder’s heritage Smock. This shirt (#C2544) is expertly crafted from premium rustic linen blend fabric. It creates a heavy-weight drape for historical authenticity with modern breathability, and features billowing sleeves and an open-chest design. thepiratedressing.com
M Y F AVORITE C OSTUME
Jim Berg
Twin Cities Magic & Costume
West St. Paul, Minnesota
This year, Twin Cities Magic & Costume in West St. Paul, Minnesota, celebrates 40 years of providing a creative outlet for customers looking for magic products, costumes, makeup, wigs and more.
Founded by magicians Jim Berg and now-retired Fred Baisch, the shop is a virtual treasure chest where shoppers can find most any magic or costume-related product or service, whether for a home party, history project, school play, trade show, cosplay, religious service or even a Broadway show!
When The Costumer reached out to Berg to ask about his favorite costume, he paused for a moment, then came up with an answer that isn’t surprising considering he and Baisch combined have over a century of experience in the magic arena: “I have a favorite magic trick — Metamorphosis.”
It’s a trick Houdini made famous at the turn of the last century.
“Houdini would be handcuffed or chained, locked into a canvas bag and locked into the trunk. His wife Bess would stand on top of the trunk and in a few seconds Houdini would be seen standing on top of the trunk having escaped and Bess would be found locked up inside the trunk,” he explains. “I performed Metamorphosis back in high school and college.”
Berg didn’t reveal any secrets; but he did share this picture of the infamous box in which the magic happens.
What is your favorite costume? To be considered for an upcoming My Favorite Costume profile, email Editor Kathleen Furore at kfurore@yahoo.com.
