Argubly the most important season for the dress-up and party sector, most retailers will have been preparing for Halloween 2019 since the start of the year, but for anyone who hasn’t been paying attention, here’s PPE’s Halloween update…
Of course, in an ideal world everyone would been prepared for Halloween months ago, with trends identified, costumes sourced and stockrooms ready to go. Unfortunately, it doesn’t really work out like that as the general public can be a tricky bunch and very rarely 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 being explored on Pintrest and Instagram right up to the very last moment, Halloween trends are notoriously difficult to predict.
As marketing manager for Bristol Novelty, Fran Hales is already anticipating another busuy season. “We’ve been in Halloween mode since it ended last year, so we are all set for any last minute requirements or requests from our customers,” he revealed. “I’m personally looking forward to getting into character – keep an eye on our Instagram account for that!”
Over at Smiffys, licensed Halloween dress-up remains a firm favourite; bringing to life favoured fictional icons of horror. “Our new Chucky family collection has already proved very popular,” says trade marketing manager Sharon Poulter. “It’s a look the whole family can wear, even toddlers and babies!”
According to Emma Angel, director of Angels Fancy Dress and Angels Distribution, costumes inspired by popular movies and TV series are becoming very popular. She also reports seeing an increase in sales of couple costumes and points out that it is possible that Brexit may influence this Halloween with customers coming up with both funny and scary ideas.
“Customers usually buy their make-up the last minute, but this year they seem to be very organised and are paying more attention to the detail to get the perfect Halloween look,” she says, revealing that Tinsley Transfers tattoos and 3D FX are on the list of Angels’ top 10 best sellers.
Over at OppoSuits its a similar story, with a heavy focus on TV and film-influenced costumes.
“There are also a lot of good Halloween movies coming out, so we feel that there is a big hype and anticipation for Halloween this year,” reports account manager Robin Breeman. “Our licensed The Joker suit and clown suit have been very popular. It seems as though retailers in Europe feel that Halloween is growing there – they are certainly buying more compared to the last few years.”
Retailers are advised to keep an eye on social media platforms such as Pinterest and Instagram, making sure they know exactly which are the latest looks which will be seen at Halloween parties and trick or treat celebrations this year.
This article was originally published in Progressive Party Europe and can be seen in full here.
