Fraser Smeaton, co-founder and ceo of MorphCostumes reveals how Halloween went for the company this year.
So, how was Halloween 2024 for you, commercially?
Fraser: Halloween overall was positive – just under 10% revenue growth overall with the UK our strongest market.
How did sales trends look this year, early, late, or a mix?
Fraser: Sales trended very late, partly because of the Tuesday vs Thursday Halloween effect which meant the peak selling days for online were a week later than last year and partly because of consumer’s ever increasing confidence in next day shipping.
From that, did you get a sense of retailers’ optimism, fear or hope for this year?
Fraser: There were a lot of nerves. We all hoped that sales were just later but you can never be 100% sure until you see them come in.
Did you spot any trends and what was the product that surprised you the most, sales wise?
Fraser: Nothing particularly surprising – the usual Halloween classics continued to sell very well.
Pictured: Fraser celebrating Halloween with his family.
