FEEDBACK This year, Halloween marked the first major event since most of the world emerged from lockdown, which, coupled with its Sunday date, stood the industry in good stead to finally get the party started again. And it seems that despite understandable caution at first, Halloween 2021 went off with a bang. We heard from very happy retailers on partyworldwide. net after the event, so here, Progressive Party found out how sales were for suppliers this year. ELLIOTT PECKETT director, Smiffys
“Halloween 2021 was the light at the end of the tunnel the industry has been waiting for. Here at Smiffys, the season was successful beyond all expectations across all our sales channels and territories. We saw a huge uplift in September, with retailers reporting sales levels not seen for five years, so the consumer was certainly buying in advance. “In the UK, Halloween celebrations started a week before the day itself, with schools throwing parties before kids broke up for half term, and they didn’t stop until well into the week after the big day. And with over a week of partying, retailers reported astonishing levels of demand, so it
HALLOWEEN 2021: PARTY STARTER
was ‘all hands on deck’ here at Smiffys with all non-sales staff pitching in to ensure all our customer orders left the warehouse in time for the big day. In Europe, we drafted in extra staff from other countries to fulfil the amazing demand, while Smiffys in Australia saw its best Halloween on record. “We have been inundated with stories of how retailers emptied their stock rooms and the replenishment orders we have received since are testament to that. It was refreshing to finally see people coming together to celebrate the event in such a big way - partying, trick or treating and, best of all, fancy dress were back with a bang. “Here at Smiffys, we believe the success of Halloween is just the start as customers look for reasons to celebrate after so long without partying. We’re positive the dress up and party industry will go from strength to strength in the coming year. Bring on the festive season.”
JULIE DOMMETT marketing director, Qualatex “Halloween balloons were much in demand this year, as the trend for home decorating and home parties continued apace. Strong performers included the fun new spider shape designs and the “Jack Face” range. “High sales of ‘softer’ designs such as Halloween Glam Bats and Ghosts designs indicated a trend for teens and adults getting together to celebrate too. Sales of script and letter balloons increased too - as people decorated front-doors and spelt out spooky Halloween messages on walls and in windows.”
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SERGIO BATTANER sales and marketing director, Palmer Agencies
“Halloween sold out. There’s nothing left. For most of retail and wholesale, sales were just superb. I don’t remember such a hunger for products, everyone was saying ‘I want more, I need more’. It was ‘please sir, can I have some more’. “We were having problems trying to meet demand for décor in mid to late September. It kicked off with décor and that was definitely the star of the show. I don’t think it was even on people’s minds that they might be stuck at home. “The retailers cleared some cobwebs and dust from their stock rooms and sold off product they’d had for years to meet demand. It’s a good thing. Those who bought a lot, sold a lot, and those that didn’t buy a lot also sold a lot, because they sold what they had in stock rooms. “This was the first event that the whole country, continent, society could celebrate together. Next is Christmas and that’s a different animal. It’s not just one day, it’s all about grottos and Santa and elves. That’s definitely going well.”
MIKE O’CONNELL managing director, Rubies “It was fantastic to see the appetite for Halloween as a nation, the feel-good factor was certainly back, which was reflected in the demand that both Rubies and Bristol Novelty experienced. As a business, we were delighted with how Halloween went and the incredible effort put in by our dedicated staff, who went above and beyond to ensure orders went out on time. “There were overwhelming requests for licensed and non-licensed product which meant our top sellers were a healthy mixture of both much-loved global brands and our own costumes and accessories.”
DECEMBER 2021 PROGRESSIVE PARTY EUROPE
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08/12/2021 11:54