Mark Brett, sole UK agent for Boland, reveals how Halloween 2024 went for the company.
So, how was Halloween 2024 for you, commercially?
Mark: Halloween is the most important seasonal sales opportunity for Boland. This year sales were considerably less than 2023, due to difficult circumstances in many of our markets.
How did sales trends look this year, early, late, or a mix?
Mark: Orders of key accounts were placed early as usual, yet retail customers have in general ordered significantly later this year.
From that, did you get a sense of retailers’ optimism, fear or hope for this year?
Mark: Fear of not selling overstock of last year and prudency to stock new items. This led to smaller orders, with less products compared to previous. Customers were uncertain about consumer demand to celebrate Halloween.
Did you spot any trends and what was the product that surprised you the most, sales wise?
Mark: This year we can really see that people are going all in with their outfits. People paid attention to the little details, like adding fake wounds, going crazy with make-up and adding lenses to get the finishing touch.
We could really see the sales of the lenses going very well this year. But also the capes were a great hit, but this one is a favourite every Halloween.
