Fran Hales, marketing manager for costume and accessories company Bristol Novelty, shares his thoughts on the hen and stag party market in 2019.
How important is the hen and stag market to the party industry?
“Very important as it’s not restricted to one season. Being all year round presents an opportunity to sell outside of the key seasonal trade periods. Summer is fundamentally the time when most hen and stag parties take place due to the weather, which along with festivals provide retailers with an additional source of revenue. We certainly feel it is a market which we are and will be capitalising on here at Bristol Novelty.”
What’s new in the hen and stag market for 2019?
“For us, we have expanded our hen do lines in the new Party & Events range. I can also see more 80s-inspired outings taking place this summer, so our brand new 80s accessories will provide vibrant and fun additions to any hen or stag do.”
Which themes, styles or trends are key at the moment?
“Our novelty costumes are always popular with stag parties. From the Pint of Beer costume to good old Hairy Mary, the classics will always sell. It’s basically which costume will embarrass the stag and attract enough attention – of which we have many. Hen parties don’t necessarily go for costumes as they will either wear accessories with their own outfits or tailored t-shirts. They do however purchase plenty of our saucy food products and also our new Party & Events products.”
What is your hero product or range for this sector for 2019?
“The Pint of Beer costume has already sold out! We are getting more in soon but we are also looking to bring in more weird and wonderful costumes for stags along with tasteful (and not so tasteful) accessories for the hens. I’m sure with Katy Perry’s recent burger costume at the Met Gala that we will see increased sales with our rather fetching ‘Burger’ offering. Will hen dos take it on? I’m not sure but you never know…”
Any advice for retailers looking to update their hen and stag offering?
“For hens it’s down to what’s going to get the best selfie. Our photo booth props are fun and allow you to add additions to any look or backdrop. It’s more about looking glamorous and unified with accessorise rather than costumes.
Stags love dressing up as women or in oversized costumes – they love the tacky element to it with the over the top shock factor. If you are looking for that we’ve got a few costumes which are perfect for going out on the town in – Droopers and A Knight to Remember costumes will certainly get both admiring and disapproving looks.
Blow up dolls and inflatables are always going to remain popular additions to both hen and stag dos… I guess it’s because they are easy to carry, shrink down or just ditch at the end of the night. They also make a comfy pillow if anyone fails to make it back to the hotel!”
