Halloween 2018
The Fear
FACT R As the biggest season for the dressup and party industries, many of you will have been preparing for Halloween 2018 since the start of the year. But for those of you who like to keep things a little spontaneous, here’s PPE’s Halloween update...
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t’s all well and good preparing for Halloween months in advance, but the general public can be a tricky bunch and unfortunately they don’t always do what we want them to. Retailers can never really guarantee what will sell well for any season, but with potential costume ideas and party themes going viral right up to the last moment, Halloween is notoriously difficult to predict. “We are once again preparing for the madness Halloween brings,” said Bristol Novelty’s Fran Hales, “but we love every minute of it!” Fran has done his research; revealing that according to Mintel, the majority of Halloween purchases are an impulsebuy, with almost a third of Brits buying on a whim. “This is backed up by Royal Mail reports that consumers are most likely to buy Halloween goods between six and two days before the 31st,” he
Halloween Horrors “We’ve had a very promising start to the season so far. Costumes are performing much better than last year and decorations/props are really holding their own. We have had to put a lot of work into adding new items and points of difference as that is what the customers are demanding. I think that’s been the main factor for us.” Stuart Wheeler, account manager, Delights Direct
Halloween Horrors “With Halloween falling on a Wednesday this year expectations should be high and retailers should make sure they have bought well as families could well be celebrating across two weekends. We predict that Halloween will begin to turn back towards the traditional bestsellers with vampires, grim reapers, bat wings, zombies and witches amongst the best sellers this year. And of course you cannot go wrong with a clown!” Stuart Goodman, head of sales EMEA, Karnival Costumes
Right: Clowns are still a key theme for Amscan. Below: This golden skull from Qualatex gives a dramatic look.
added. “With the usual late rush anticipated, we are perfectly set up to fulfil orders from our customers to meet the demands of the consumer.” Fran is also quite clear about what those demands are. “Customers are very savvy when it comes to replicating new cultural trends through their outfit and costumes now reflect their personal tastes from the latest board game to their favourite boxset.
Halloween is increasingly about these weekend parties with adults taking endless selfies to show off their look, whether they are at a house party or down the pub.” Anything in particular? “The Greatest Showman mania is definitely here to stay. There has been a surge of circus-themed events and parties sweeping the nation and we have definitely noticed an increase in sales from our circus range since its release.” Of course, Halloween is important for anyone in the fancy dress or party industry so it’s no surprise that it is one of the main events of the year for Rubie’s Masquerade. “As Halloween falls on a Wednesday this year we expect to see the Halloween period lasting longer, with Halloween events happening both the weekend before and after,” explained marketing assistant Danielle Costello. “It’s also worth remembering that a Wednesday Below: A fresh take on scenesetters from Boland Party.
SEPTEMBER/OCTOBER 2018 PROGRESSIVE PARTY EUROPE
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12/10/2018 14:32