With just days to go until Halloween 2022, Partyworldwide.net caught up with some key suppliers to find out how sales have been so far, and what their expectations are for the all-important weekend.
Sam Taylor, category manager, dress up, Amscan
“Halloween costumes sales have grown again this season, with the introduction of additional children’s products and an assortment of new licensed styles, we have seen great growth from 2021. One of the favourites has been our Squid Games costumes; with the series launching 2021, we saw this being an evergreen Halloween licence, and we are delighted to see the sell through, both at wholesale and retail.
“Celebrations will take place all weekend, then the trick or treating Monday. It is lovely to see many activities taking place for children throughout half term, from pumpkin picking, to trail walks all relating to the spooky occasion. The season is definitely getting stronger each year.
“We are sure the bigger kids of students and adults will also enjoy a few celebrations alongside their Halloween costumes this weekend.
“We are receiving positive feedback at retail, with a lot of Amscan best sellers performing well and growing from strength to strength. The Amscan costume team are already looking at 2024 styles and will continue to be looking at how we can bring quality, affordable products to market in this new more challenged climate we find ourselves in.”
Fran Hales, head of content and digital, Rubies
“Even with Halloween falling on a Monday, we are seeing that the demand from last year has increased. Generic costumes are bouncing back from a tough few years and our licensed range continues to deliver Halloween classics such as Deadpool, Darth Vader, Batman and Harley Quinn. This year we are seeing more interest in adult sales supporting the strong sales of kids costumes, which is very encouraging.”
Mark Brett, sole UK agent for Boland
“At the beginning of 2022 I was very sceptical about Halloween 23 , only because 2022 had been so very good and that this year’s was probably the weakest day of the week. Yet all the retailers both online and on street seemed very up for it. Early orders were way ahead of 2022 , and so were late orders. Exactly the same pattern was repeated throughout Europe. Boland has had a phenomenal Halloween season. This does not always reflect the whole market place being buoyant, as one supplier can have a good Halloween because they are well stocked and have an excellent range. Whilst this is true, I know other suppliers who are also trading well up.
“Over the last few weeks, I have either been visiting or talking to customers and all seemed to be going to plan. This has been reinforced by a lot of very late restocking. I think I have only spoken to one customer this week (Halloween week is not a good week to try and have a chat with a retailer) and all was good. The acid test will be the last two to three days, but there seems to be no significant reason not to think it won’t have been an excellent event.
“There are obviously a number of factors in play here, good ranging, Halloween growing as a season, exciting retail displays, but one that should not be underplayed is that the multiples over the last two years have not got their act together, or are deciding that they have more important product areas to focus on. The ranges and displays I have seen are generally poor and a lot smaller than in previous years. Halloween has become an event where the consumer actually wants to go into a store and soak up the atmosphere. And from some of the retailers I have visited the staff do as well.”
Elliott Peckett, director, Smiffys
The entire industry was looking forward to a strong Halloween and it hasn’t disappointed. Following stock shortages in 2021, Smiffy’s worked hard with customers to get their orders in ahead of time this year, resulting in an unprecedented 500% increase in forward orders placed vs 2019.
“This year has not been without it’s challenges, with production and shipping delays due to Chinese lockdowns and vessel shortages, not to mention economic doom and gloom in the news. However, consumers have brushed those concerns aside and fully engaged with the event, which is growing in popularity and participation each year.
“Our bricks and mortar stockists have been sending us pictures of queues outside their doors and online stockists have turned their data feeds off well before the big weekend to process the mountains of orders they have received. In addition, Smiffys’ five branded stores have been a superb success with incredibly strong sales in the lead up to the big weekend, with consumers seeking out the brand on the high street. I am thrilled to announce that Smiffy’s has had its best Halloween season on record.”
Mike McGillion, vp sales EMEA, Disguise
“After the past couple of years we have found retailers have been cautiously optimistic for this Halloween and prepared to work with suppliers who have stock on the ground at a late stage. On a pan-European level we have seen retailers work with more licensed product for Halloween outside of only traditional themes. We see this continuing to develop over the next few years with focus shifting onto licensed costumes which deliver higher returns for retailers alongside traditional.”
