FEATURE: GROUP PARTYING
Inset: The pent up consumer demand for parties promises a great summer for the industry.
The Big Reunion
After months of restrictions on socialising, there’s set to be some huge parties after 19 July. It’s time for stag and hen parties, baby showers, missed milestone birthdays and huge celebrations to make their comeback, before we move on to seasonal celebrations which we’ll all be doubly excited to celebrate after missing out last time. So step forward party people, your time is now.
W
hile big group parties seem like a distant memory at the moment, families have been continuing to party in any which way they can during the lockdown period in the UK, offering some solace to the industry. Mark Brett, UK agent, Boland Party, tells us:
“Group partying has undoubtedly been the hit of the birthday party market over the last 18 months. Albeit up until recently they have been very small groups. Nevertheless it is very evident that, if only in the family group, there have been far more at home than ever before.” Elliott Peckett, director, Smiffys, adds: “The rise of the ‘Instagram’
party has been great for our industry, with customers decorating their homes and gardens and dressing up for every occasion from gender reveals to graduations.” While the final stage of the lifting of restrictions may have been delayed, the end is now in sight. Meanwhile, the cap on wedding guests has been removed, providing a real boost for many in the interim. Jennifer Wilson, head of marketing and design, Amscan, is optimistic: “Weddings and hen nights are back, and with lots of making up to do, we know that celebrating just got even more important. With this is mind, we’ve launched plenty of new items including our Team Bride range.” Left: Celebrate missed milestones with Creative Party’s new Pearl Anniversary collection. Far left: Couldn’t have said it better ourselves, Club Green.
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JUNE 2021 PROGRESSIVE PARTY EUROPE
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