Fran Hales, head of marketing and portfolio at Rubies shares how Halloween went for the firm.
So, how was Halloween 2024 for you, commercially?
Halloween 2024 proved to be commercially successful for us, with positive results. This success can be attributed partly to our large variety of sought-after brands year on year, including for 2024 Beetlejuice, Deadpool and Wolverine and Wednesday. With costumes across these ranges for adults, children and even pets (our Dogpool costume in particular saw a lot of positive attention), our array caters to the whole family looking to dress up together.
How did sales trends look this year, early, late, or a mix?
Sales trends for the 2024 Halloween season were a mix, with a spike in last-minute orders leading up to the big day, indicative of varied consumer shopping behaviours throughout the season.
From that, did you get a sense of retailers’ optimism, fear or hope for this year?
Retailers showed us a high level of optimism for the Halloween season in 2024. The day’s occurrence on a Thursday was seen as a great opportunity for sales as consumers looked to celebrate not only on the day itself but also over the weekend.
Did you spot any trends and what was the product that surprised you the most, sales wise?
Several trends emerged this year, revealing popular choices including our Venom, Deadpool and Wolverine and Beetlejuice costumes, indicative of the year’s blockbuster movie lineup and its influence on consumer preferences.
Furthermore, trends in the more traditional generic costume space included a surge in demand for classic options like clowns and witches. This diversity in trends allowed us to cater to varying consumer interests, driving higher overall sales.
Additionally, our Terrifier Clown costume was a surprising standout. Its complete sell-out, alongside other high-demand costumes, emphasises the strong appeal of the generic characters we’ve seen sell successfully through Halloween.
