FEATURE: SUMMER PARTYING
As people slowly and carefully emerge from their homes, bunkers if you will, there’s much anecdotal evidence to suggest that many missed birthdays, anniversaries and other celebratory occasions have not been cancelled, merely put on hold until we can be together again.
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he stored-up, caged desire to celebrate life events and just friendships in general is palpable, with so much talk of summer partying we do at least re-open retail at a time when demand for party products will be heightened. Indeed, there’s also much suggestion that single-use party products will also have a huge part to play as caution remains in terms of sanitisation – perhaps this is the year of the paper plate. “It’s been a year of uncertainty and unknowns but one thing we know for sure is that when lockdown is lifted and consumers feel safe again, there are a couple of things they’ll be craving: parties and sunshine,” says Shayna Bowles, marketing manager at Creative Party. “We foresee consumers will take full advantage of the ability to gather safely outdoors, with garden parties, pool parties and summer BBQs at an all-time high. ‘Simply because we can’ will be the reason to celebrate.” she continues. Almost no matter the weather, outdoor partying will
be a huge aspect of life, giving the industry an opportunity like no other. Offering an uplift to a wide variety of subcategories from balloons to tableware, props to décor, there’s an enormous opportunity for independent retailers to capitalise on. “Outdoor partying began with a bang at Easter,” says Elliott Peckett, director at Smiffys. “Social media was full of images of beautifully decorated outdoor tables and party areas, with consumers going the extra mile to create the party atmosphere we’ve all been missing in their gardens with balloons, table décor and accessories. “It was clear from this first weekend of celebration that summer parties will be back with a bang, even if the guests are limited for now,” Elliott continues. “Amscan International is ready with all the party, balloons and décor your customers will need to party in
Above and left: As consumers open their gardens, staying on-trend will be as much a fashion statement as ever. Amscan’s Aloha range is just one offer that has this covered.
style!” says Jen Wilson, head of marketing, design and product development at Amscan International. As we’ve developed our new ranges for 2021, we’ve had this date firmly in our diaries, making sure we are ready to help celebrate all those missed occasions from 2020. “Whether it’s occasion based such as hen parties and baby showers, those milestone birthdays, or the biggest of them all, those family reunions, we really wanted to ensure our portfolio was suitable to be part of everyone’s celebrations! We’re sure that summer partying is going to be top of everyone’s agenda, no matter how big or small, there’s never been a better reason to celebrate,” enthuses Jen. Suppliers have been busy readying new ranges, tailored to the season ahead with more consideration than ever to consumer trends, nods to fashion and indeed consideration to the sustainable credentials consumers now consider as a vital element. With single-use plastic banned in many major territories, the party business has done a tremendous job of moving onwards with products that fit, while remaining high quality and fashionable – the Unicorns are still with us, all we need now is sunshine.
“With 21 June looming, we’re sure everyone is getting ready to celebrate bigger than ever before!”
Far left: Creative Party’s Shayna Bowles is confident that we’ll all be craving sunshine and parties – and she’s ready for both! Left: Design meets eco-friendly with Creative Party’s paper straws.
APRIL 2021 PROGRESSIVE PARTY EUROPE
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