Valentine’s Day 2019
Far left: Amscan’s xoxo script ombre balloons combine plenty of current market trends. Left: The llama craze isn’t going away any time soon and CTI Balloons has released this for Valentine’s Day.
The traditional celebration of love, lust and libido, Valentine’s Day often acts as a the first major occasion for party retailers looking for a mini-season to kickstart the year. PPE finds out what’s in store for 2019 and gets the lowdown on the latest love-themed lines.
All Loved Up T
he 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. After all, it’s the power of love that made the UK spend over £650 million on gifts, cards, flowers, balloons and other Valentine’s Day essentials (according to GlobalData’s predicted 2018 figures) – a rise of 5% compared to 2017. Last year’s increase in gift spend is a positive sign for party retailers who cater for the occasion, with people across the UK spending around £60 on their loved ones, on average (compared to £41 in 2016). “There is also a new trend, recently imported from the US, for ‘Galentine’s Day’, which celebrates female friendships
Décor Delight
“These days Valentine’s Day is more about decoration items than anything else. Balloons in particular are strong and there are some nice new designs on the market this year.” Stuart Wheeler, account manager, Delights Direct 50 PROGRESSIVE PARTY EUROPE
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for balloons, with opportunity also for party tableware and decorations. “In terms of Valentine’s Day we have a variety of new balloons that have a stylish satin luxe finish,” she says. “From Mini balloons, through to SuperShapes and bouquets, there is something to suit any budget. We also have fun new Valentine’s llama, narwhal and mermaid designs and have expanded our phrase balloon range with new on-trend Ombre phrases including ‘love’, ‘xoxo’ and ‘kiss’.” In fact, Amscan has introduced over 50 new Valentine’s Day balloons for 2019, with a great variety of different designs covering all themes from cute, to funny and romantic. On the party side of things, there are 25 new Valentine’s Day party items including tableware, decorations and accessories including XOXO fun glasses. According to Julie Dommett, head of marketing for Pioneer Europe, the Valentine’s Day core business will remain the same, featuring ‘red hearts with traditional messages on them;. However, she’s also quick to point out that the market for more light-hearted and fun messages is also growing and there are some great humour lines in Qualatex’s Valentine’s Day offering this year. “Ombre is the latest trend,” says Julie, “and the new arrow gold perfectly combines the delicate tones of red ombre with striking gold script, making it the a perfect gift for a fashion-forward partner.” It’s helpful to remember that balloons
on the 13 February,” added Eleanor Parr, retail analyst for GlobalData. “In 2018 more brands and retailers are expected to capitalise on this day, with moonpig.com and Etsy offering Galentine’s Day cards and retailers using the occasion to promote products suitable for females Dressed To Impress on social media sites.” “Retailers need to ensure they are stocked up on a Never one to miss out on wide range on products to cater for everyone and the latest trends, Amscan really maximise the opportunity of Valentine’s Day. has also released a line of Products should be marketed to the maximum Galentine’s Day product to advantage to encourage up-selling and the lastcelebrate female friendships. minute purchases at the till. “We have added some new With consumers increasingly showing their love balloons for this occasion for their animals on this day we also expect to featuring messages such see a rise within the pet fancy dress market this as GRL PWR and BFF,” Valentine’s Day, with many pet weddings taking place says Amscan’s marketing on Valentine’s Day!” executive Charlotte Terry. Danielle Costello, marketing manager, Rubie’s UK “There are also new Galentine’s Day themed will always add a little something extra plates and letter banners.” to displays, she continues, having the Charlotte expects the traditional final word. “Simply adding some tassels Valentine’s Day to remain a key occasion to a design or stuffing a balloon with box of chocolates makes the products Above left: This fab 14” LOVE balloon foil kit is perfect for setting the scene and is available from Folat. Above: Gold, ombre and arrows – more interesting and adds plenty this heart-shaped foil from Pioneer Europe is totally Instagram-worthy. of value to what you’re selling.” Below: Amscan Galentine’s Day line celebrates female friendships.
DECEMBER 2018
21/12/2018 16:34