FOCUS ON: OUTDOORS
the great outdoors 2026 holds another busy summer of sport, celebrations and, hopefully, sunshine, giving consumers the ideal opportunity to move the party outside. Suppliers share their expectations for the season and what’s new in the sector.
A
longside the football FIFA World Cup 2026, which kicks off in June and always brings fans together to watch games and celebrate (or commiserate) together, there is a variety of sporting events planned for the summer this year. The Commonwealth Games are being held from 23 July to 2 August in Glasgow, before the European Athletics Championships head to Birmingham from 10-16 August. Jennifer Wilson, head of creative marketing and product design, Unique Party, comments: “We’re sure that 2026 is set to be a great summer and with plenty of sporting events to add this year, we’ve launched our new Summer of Sport catalogue. “Filled with those key essentials to support the home nations this summer, tableware, bunting, flags and balloons
Below: UK Greetings is offering an RHS range, perfect for outdoor gatherings.
Above: Hootyballoo’s Botanical Garden collection is designed in soft, muted colours and is ideal for a garden party.
are all included. Whether you’re hosting a fan event, or just want to show your support, Unique’s product line has you covered.” Dominique Peckett, director, Smiffys, adds: “This summer, the World Cup returns to our screens and here at Smiffys we’re expecting this to increase gatherings at home. A World Above: Chaks expects Cup football summerween to be a key match, a BBQ trend again in 2026. and sunshine Right: Gemar’s new animal print balloons are makes for a designed to add a playful classic summer and adventurous touch to any event. celebration. Smiffys has added to its supporters’ range for 2026, with new England Flag accessories, perfect for adding to the atmosphere at home.” While Halloween doesn’t come around until the autumn, the growing trend for ‘summerween’ is also expected to be seen at outdoor parties this year. CHAKS is offering a range of items for themed get-togethers. Communications and marketing manager, Yufei Hu explains: “This summer, the sun meets spooky fun. CHAKS invites you to celebrate Summerween, the ultimate blend of summer vibes and Halloween thrills. “Summerween mixes the magic of
Above: The World Cup is likely to be celebrated in gardens across the UK and Smiffys has the ideal product range to make it a year to remember.
summer with the fun of Halloween: sun, beach and spooky vibes come together for unique, unforgettable parties.” Even if there’s no event being celebrated, the continued high cost of living is driving consumers to entertain at home more, meaning parties and celebrations throughout the summer often take place in the garden. Dominique continues: “Celebrating at home allows consumers to party at a lower cost. Consumers are still budget conscious as the cost of living is a continued challenge for many.” Alice Cass, marketing executive, UK Greetings, continues: “UK Greetings and the Royal Horticultural Society are ready to make their customers’ next garden party extraspecial with their partyware collection. “Drawing from the extensive RHS image library, they feature beautiful floral designs across napkins, paper plates, cups and tablecloths – adding a real touch of sophistication and class to those social gatherings.” With so many reasons for consumers to celebrate outside this summer, all we need is for the English weather to play ball too and retailers could find themselves with a strong reason for extra footfall through the doors.
32 SPRING 2026 PROGRESSIVE PARTY EUROPE
32-33_Outdoor.indd 1
17/04/2026 11:30