With the dust now settled on Halloween 2020, suppliers have been able to take a look at how the season performed for them. Palmer Agencies’ sales and marketing director Sergio Battaner outlines the highs and lows of this year’s Halloween and what’s in store for the rest of 2020.
How did Halloween sales perform for you this year?
“According to expectations. This was always going to be the most testing year in the trade and it has not disappointed. Overall, sales are very much down on last year and the aftertaste of a missed Saturday Halloween makes it a bit more difficult to digest. On the other hand, many retailers did not order as much as they would’ve wanted but, in many cases, it has helped them clear quite a bit of the old Halloween stock they were carrying. Retailers may have not sold as much as a Saturday Halloween would have indicated but, overall, their profit margins seem to have done better as they have cashed existing stock that was bought in previous years.”
Entering the Halloween season with adjusted expectations was key this year – did 2020 meet your revised projections?
“Playing it safe was always the key in the middle of the pandemic. 2020 is certainly a year not to forget, but to learn lessons from.”
In terms of products, which were your biggest sellers this season?
“Décor, children costumes, masks… In that order. Adult costumes suffered greatly. Accessories were not as hot items as in previous years.”
What will you take away from Halloween 2020?
“If there is something positive to take is the fact that décor has now ‘exploded’ and it will be in many more people’s minds in the years to come. The appetite for decorating homes – indoors and outdoors – will be a positive to take from this year. Also, children were the stars of this homely Halloween and many dressed up either for school bubble parties or at home.”
How is the rest of the year looking for you now?
“Somehow, we expect a solid performance of Christmas lines as it is predicted to be a home-bound season. As a matter of fact, we believe Christmas items’ sales have started earlier this year. Do not despair! If you have made through this year, you will be in a strong position to tackle what comes in 2021…”
