FROM THE FRONTLINE

FEEDBACK

As non-essential retail reopens, specialist party retailers are finding their feet and discovering what temporary and permanent changes have been forced upon them as a result of multiple lockdowns. Progressive Party donned its mask and camera to get a glimpse as to how retailers were finding their first week back at it.

RETURN TO THE FRONT LINE

CAROL KIMBER at Perfect Parties in Leighton Buzzard, a prominent high street shop within a growing market town. “Well, we are open… it’s not quite the opening of floodgates that we saw after the first lockdown, this time it’s been a much slower start, though picking up a little each and every day so we’ll be patient.

In the meantime, we’ve been doing some good trade with local businesses that are opening again, pub gardens, outdoor dining, that sort of thing. One thing that has remained consistent is the balloon side; people are spending more on balloons, it seems that in terms of party product that’s the real non restricted area at present – and even people and don’t normally buy balloons have found themselves doing so, it’s quite interesting.

Giant numbers are always popular,

even during lockdown we’ve had numbers going out – parents want them for the photos if nothing else.

We could have serviced online in the interim via social media… but we decided we couldn’t properly service customers that way as there’s so many options and details with balloons and we would never want to offer a lesser service.

We are now selling off our fancy dress… balloons are just our main business now. We’re not a university town, we’re not London so it’s a little limited. We will always sell a lot of

accessories and events like World Book Day we will scale up for, but the value of balloon and partyware business we are doing is just a better return for us than fancy dress hire which just doesn’t pay for itself at all now.

This summer we expect to be selling a lot of partyware and disposables – I’m even planning my own events; it’s going to be a great season of garden parties that’s for sure. Organic arches and air-filled balloons are best for outdoor – helium balloons can end up a bit of a mess under a gazebo if even the slightest bit of wind hits.

Some customers are concerned with the sustainable credentials of product, though often they’re purely focused on their theme and making it all happen. Sometimes customers can think that it’s paper, it’s okay, but forget that it can be plastic-coated.

However, we as a retailer, do really try and work with manufacturers and ranges that have the right credentials. I think there’s still some work to do by the suppliers in terms of packaging, and we ourselves are looking into finding paper, recyclable bags though they’re not cheap! Fortunately, many customers bring their own bags now.”

“This summer we expect to be selling a lot of partyware and disposables.”

NEVILLE BOYARS at Smiffys retail store in Liverpool, a well-known retailer in a busy city centre. “We came back along with most on Monday 12th April and to be honest it’s started slowly, not the mad rush that we saw between the last lockdowns.

It is picking up a little, day by day though. We enjoy a great location nestled amongst many restaurants, bars and cafes so we will capitalise on passing trade as we always have done, while we wait for the direct custom from those wishing to party – and that pent-up demand is clearly there, just that people are still, as far as I can see, putting restrictions and safety first, which is a credit to the community here.

I’m confident things will grow and the real changing point will be in June if we see a total lift on what we can and can’t do. Many of our customers are excited about kids parties this summer, I think we’ll see a big uplift in kids costumes, plus of course I should imagine a big amount of business across tableware, partyware, balloons and other outdoor items.

Garden parties are clearly going to be in full force this year, weather dependent – but then again maybe not weather dependent, people just want to see each other and celebrate missed events, new events, friendships and more.

We’re taking time now to make sure our stock and ranges are all in line with the vision we have for szummer 2021, let alone moving forward into what we hope will be a simply massive Halloween – we still have a weekend date and kids really missed out last year. All in all, it’s all to play for, all to party for!”

Right: Smiffys Liverpool can’t be missed and enjoys an enviable location.

“The pent-up demand is there.”

Above: PartyRama has been at the Kingston Centre in Milton Keynes for three decades. SHILPA BAJAJ director at Partyrama, Kingston Centre, Milton Keynes. A small store opposite a Tesco Superstore – what’s not to like! “We are so happy and grateful to be able to open our stores today for the first time in 2021!

We have a well-organised set-up to trade online, having made the leap quite early on in 2001 with a warehouse and distribution centre in addition to our local stores. To this end we continued to trade during the retail closures and saw significant activity as consumers tried their best to still acknowledge birthdays within their friendship groups and birthdays, outdoor distanced meetups and more. It was interesting to stray sideways with our product range, with our Tiki Bars and Tiki Tents being a huge seller.

For now, though, it’s been different, a slower start. After the first lockdown we had queues of people each and every day, this time now there’s a bit more caution; people are getting back out but perhaps focused on the essentials and items they need to touch and feel such as clothing and health products – but we’re confident that our trade will keep growing a little each day and a positive summer season ahead.

There’s definitely a huge demand for outdoor product and we’re expecting a lot of business ahead. Our location across from Tesco is of course a real score for us and

that’ll serve us very well as it has done for many decades now. We work hard to ensure our in-store displays are fresh, creative and inspiring, while also investing in a happy team of retail staff who enjoy their job and understand the products we have to offer. I hope the Hawaiian and Tiki lines continue to sell well, they’re amazing products and who doesn’t want an excuse to have a bamboo fire torch as part of a fun party set-up to impress their friends with?

All in all, we’re confident and remaining really positive. We have great suppliers and operate in a celebratory industry so we must get back to it with optimism and positivity – and that’s exactly what we’ll do!”

Right: As locations go… an indoor unit capturing grocer footfall is a real opportunity.

“After a storm comes a rainbow…”

Inset and below: Tiki Tents and Tiki Bars have been a big seller and will continue to do well.