Valentine’s Day
Love Is In
THE AIR The annual celebration of all things romantic is the perfect opportunity for party and costume shops to showcase the power of balloons, décor and other heart-shaped product. PPE gets the lowdown on the latest lovethemed lines.
Left: Pioneer’s Bubble balloons are ideal for instore displays and last up to four weeks. Below left: This on-trend Rose Gold Intricates SuperShape balloon from Amscan is a stylish choice.
decline in this market over the last five years,” says Mark Brett, UK agent for Boland Party. “There are two structural problems really. Firstly, it sits too tightly between the Christmas and Easter periods and secondly, much of the market involves teenagers who have a limited spend.” Mark believes that, while balloons dominate the party sector for this occasion, there is also a market for partyware and décor. “That all said, we have launched a ‘Love’ themed collection, which is very Valentine’s orientated but which also appeals to a much broader romantic market.” Unique Party also focuses on its balloon offering for Valentine’s. “With over 20 Valentines designs to choose from, customers will be sure to find the right balloon for them,” says national account manager Holly Burgin. “Many feature cute phrases like ‘Sweet’, ‘Be Mine’ and ‘I Love You’ but the heart eyes Emoji Balloon is perfect for anyone who is lost for words!” The final word goes to Godan’s marketing manager Krzysztof Malewski. Although the company has focused on new, fresh prints and patterns across a range of balloons, she also has a word of caution for retailers. “Valentine’s Day can be difficult in our industry, because it is only one day and everyone is trying to offer something. Retailers need to be very careful and ensure they choose an assortment to stand out from the competition.” That’s the power of love!
Valentine’s Day’ message balloons are always popular,” she continues. “And anyone looking to achieve a real ‘wow’ effect can use balloon bouquets featuring Bubble balloons or deco Bubbles filled with confetti or tulle. Stuffing balloons can also be used to deliver a very special gift – all creations that will be sure to make an impression in person and on social media!” “Valentine’s Day is a key seasonal event for balloons,” says Amscan’s marketing ove can be a funny old manager Charlotte Cox, “as thing. It’d have to be, they make a fantastic surprise gift. “ to make the UK spend There is a broad choice within over £980m on gifts, cards, Amscan’s offering, so there’s flowers, balloons and something available to suit any other Valentine’s Day taste, from classily romantic to essentials (according cute, on-trend or humourous. to GlobalData’s “We’ve noticed popular 2016 figures), Top: A gold heart-shaped cake topper is a sweet touch from Creative Party. Above: A rose gold party trends such as despite almost 80% script balloon from Unique Party is on-trend. unicorns and rose gold of the public claiming that transition into Valentine’s themed the occasion has become too commercial. product for 2018,” continues Charlotte. The year-on-year increase in overall Amscan’s partyware range also includes spend (0.7% or £15m) is a positive sign for a number of on-trend new additions retailers who cater for the occasion, with including letter banners people across the UK spending just under and a number of new £50 on their loved ones, on average. Balloon Boost accessories and favours such This is all great news for Pioneer Europe, “Retailers can maximise their business during the as candy heart foam glasses which has a wide range of new balloon romantic season by creating eye-catching displays. and heart rubber ducks. designs across its entire portfolio. “The These could include anything from fun and silly novelty “Valentine’s is key to Valentine’s Day sales success is items, to balloons and other products that can be an odd event in choice,” says Julie Dommett, head of given as a gift by customers to their loved ones. that there has marketing. “Having stocks of cute, funny With new designs and styles being created more and probably been and classic options to suit all different more frequently, balloons have become very popular with a slight tastes will definitely help sales.” customers. Last year we stocked small heart-shaped balloons Julie believes that key trends this by the side of the tills, which proved to be incredibly popular. year will include cute animal designs We believe that the trend will be even more popular this year.” such as the Studio Pets Terrier print or Emma Angel, director, Angels Fancy Dress the Lovestruck Panda Bear shape. Inset: PartyDeco: A “For those not quite ready to new love-themed line from confirm undying love, the PartyDeco offers a complete décor and partyware range. simpler ‘Happy
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