5 minute read
Help Sales Bloom with
Help Balloon Sales Bloom with Creative Balloons
By Kathleen Furore
On January 26, Rubber Bubbles Balloon & Party Supply in Barre,
Vermont, shared an intriguing Facebook post from Signature
Weddings (signatureweds.com ). It was a video from a
bridal show featuring a model strolling down the aisle
in a long, flowing veil—with several helium
balloons attached! “You ain’t seen
nothing like this…” the
original post says.
It was an out-of-the-box, high-fashion idea…but one that illustrates just how ubiquitous balloons have become for myriad kinds of events.
Balloons, Etc. & The Costume Emporium in Cedar Rapids, Iowa, is one example of an independent shop staying successfully afloat thanks, in part, to its balloon sales. The store—which offers everything from balloon bouquets to balloon twisting to balloon decorating—launched as Balloons, Etc., a balloons-only business, in 2004.
“After owning our balloon business for over seven years, the costume shop in our city closed down,” says Jacob Cowger, who owns Balloons, Etc. & The Costume Emporium with his wife Kimberly Cowger. “After they closed we realized there was still a call for costumes in our city so we decided to add costumes to what we do. That was in 2011.”
Today, the businesss—the only company that offers balloon decor in Cedar Rapids—does approximately 50 percent of its business in balloons, reports Jacob, who has been twisting balloons since he was a kid. “He grew up helping at a balloon shop in our city, so much so that he referred to the owner as his grandpa,” Kimberly says.
What’s most popular? And when do balloons sell the best?
“The unique balloons that you can’t find anywhere else are most popular—gumball balloons, pinwheel balloons, agate balloons just to name a few,” says Jacob. “The busiest balloon day is Valentine’s Day, busiest balloon season is graduation. But balloons sell all year round for all kinds of occasions.”
Not Without Challenges
At first glance, selling balloons might seem like a simple proposition. Stock rubber and mylar balloons, along with ribbon and Photo courtesy of Miga’s Costumes weights, get some helium and you’re on your way. Unfortunately, like any business venture, that isn’t the case. Unexpected challenges often arise. Take working with helium, for example. “Helium shortages and price increases certainly don’t help, Jacob says. In fact, the price of helium was one problem Sarah Campbell, owner of Miga’s
Costumes in Goderich, Ontario, couldn’t overcome.
“I have gotten out of balloons as the cost and availability of helium became too much,” Campbell says. “I don’t know if it is occurring everywhere or just in my area, but since I opened my business in 2012 the cost of helium has gone up 350%!”
However, there are ways to overcome any problems you might encounter with helium, stresses NCA President Marion Bradley, owner of Balloons-N-Parties in Warner Robins, Georgia.
“Because of the world-wide helium shortage, costume shops that offer balloon decor are offering more unique air-filled balloon designs,” Bradley reports. “Customers actually appreciate these more because they last up to 10 times longer than helium designs at a traditionally lower cost to consumers.”
The quality of balloons you carry is another thing to consider.
“It can be frustrating when people order balloons on the internet then bring them in to us to get them filled, only to find out we have the same balloons or better ones!” Jacob says. “People don’t think to ask first. We can’t guarantee the quality when we don’t know where they came from. We love it when customers message us weeks after buying our balloons and they’re flabbergasted that the balloons are still floating. They won’t get that from a party store.” And don’t forget about figuring out how you’ll deliver large orders to special events, or if you’ll need additional staff to help design and set up balloon displays. What is Jacob’s advice for anyone considering adding balloons to their shop’s inventory? “Make sure you have a good helium supplier. You don’t want to be stuck with a bunch of balloons you can’t blow up if you can’t get helium,” he says. “And if you’re an NCA member, be sure to check out discounts you can get on balloons,” Jacob concludes.
f eb |March 2019 14 costum ers.org
Photos courtesy of Balloons, Etc. & The Costume Emporium
Balloon Trends for 2019
If you offer balloons in your shop or are thinking of adding that category to your inventory, check out the three trends custom printing company CSA Balloons predicts will keep the balloon category flying this year.
1. Giant Custom Balloons. Businesses can use mega-sized balloons as promotional tools at trade shows and other business events. On a more personal level, customers can use these big balloons for what have become extremely popular gender reveal and name reveal parties. And don’t forget birthday parties, graduations and weddings (think heart-shaped balloons printed with the names of the bride and the groom).
2. Custom Balloon Garlands. Corporate events, engagement parties, weddings, birthdays and graduation parties all are ideal opportunities to decorate with balloon garlands.
3. Custom Balloon Ceilings. Covering a ceiling in colorful balloons is a creative way to create a memorable event.
Balloon Ideas
Want some ideas about how to decorate with balloons? Check out these two websites for inspiration:
Modern Balloon Décor Ideas
bit.ly/balloon_ideas
19 Ways To Use Balloons In Your Wedding Décor
bit.ly/bride_balloons
