Opposuits account manager, Jafeth Vermeij reports back on how Halloween 2024 went for the company.
So, how was Halloween 2024 for you, commercially?
Jafeth: “Halloween has been decent this year. Most remarkable is seeing some growth in sales regions outside of the EU and our onesie category.”
How did sales trends look this year, early, late, or a mix?
Jafeth: “This has been a mix. Noticing that a lot of companies are hesitant to carry stock these days they order closer to the actual holiday and mostly items they feel safe with. Therefore, people have been somewhat conservative because of market conditions.”
From that, did you get a sense of retailers’ optimism, fear or hope for this year?
Jafeth: “With more Halloween pre-orders this year in comparison to 2023 we see some optimism from the retailers’ side. We hope to see some growth in these pre-orders for next year, as well with new customers that sold well this year creating more faith in our product. A lot of our customers understand and realise it’s important to provide a pre-order to avoid losing out on stock if they would only order in-season when stock is limited.”
Did you spot any trends and what was the product that surprised you the most, sales wise?
Jafeth: “With some of our Halloween products depending on the films that came out right before the holidays (Beetlejuice, Beetlejuice, and Joker Folie-a-deux), what surprised us most is the positive reception of Beetlejuice in the EU. This created an opportunity to expand on development within this licence.”
Finally – if you or your family dressed-up, we would love to share a picture!
Jafeth: “We are not sure everyone is familiar with Derrick Kriminalpolizei but Ed and I went full out for the Halloween office party. In The Netherlands you have a sketch show which is engraved in Dutch history. They in fact did a parody on Derrick Kriminalpolizei which the costume refers to. See image.”
