In the next instalment in our Halloween 2023 reviews, Dominique Peckett, director at Smiffys, tells us how the period went for the company.
“Halloween lived up to our expectations at Smiffys, but the peak came later than usual. With a strong pre-sell into trade, feedback from our stockists was that customer demand soared on the last weekend before the event.
“We also experienced a last-minute rush in our five retail stores, with customers queuing down the road at all locations. With pay-day landing just before, and Halloween falling at the end of school’s half term for many regions, it appears that consumers waited until the last minute to get their outfits sorted, in readiness for a weekend of celebration and trick-or-treating on the big day itself.
“In terms of costume trends, our Warner Brothers Horror collection was a smash hit, with Beetlejuice & Freddy Krueger amongst the top adult sellers and we sold out of the key iconic styles in this new Halloween range. Our licensed Addams Family costumes were also in very high demand, with Wednesday Addams costumes trending for girls.
“The cost-of-living has clearly been an issue and has noticeably shaped consumers’ spending habits, reflected in increased accessory sales with many customers accessorising items they already own to create their Halloween look.
“Smiffys fully understands the need to provide superb designs and great quality, at affordable prices. Never more so than now. We are pleased to announce that due to sustained reductions in supply-chain costs, we are rolling back prices on thousands of items across our range, from every-day to seasonal lines, to price points seen a few years ago, so watch this space.
“Looking toward to 2024, with Halloween falling on a Thursday, this will present the greater opportunity of a long weekend of sales for retail. We are finalising our 2024 range and look forward to the launch of our new collection of innovative designs that Smiffys is renowned for, at value for money, at our showroom events and at the London and Nuremberg Toy Fairs in the new year.”
