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Happy Halloween
New catalogue OUT NOW
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Business as unusual A very warm welcome back to business! It’s safe to say “return to work” does not mean “return to normal” and some things may have changed but, we are
#HereToHelp
While our businesses are quickly adapting to a new situation, we remain at your service and aim to help you get back on your feet.
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CONTENTS
What’s inside: JUNE 2020 07 News
There’s certainly been a lot going on.
GOOD News
Out of bad comes good, though.
H&P Expo Update
An early update on the 2021 show.
Letter from America
Ed Avis reports from the frontline.
Feedback
How it’s happened for the party people.
Consumer Feedback
What your customer’s customer is thinking.
Balloon Focus
How the small but mighty balloon plays its part.
Halloween
2021 is still all to play for, but play it right.
Babita Says
Marketing tips at a time when marketing is vital.
17 21 23 24 34 37 42 47
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42
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WELCOME The home of market leading trade magazines
The home of market leading trade magazines max-publishing.co.uk The home of market leading trade magazines The home of market leading trade magazines March/April 2013
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Welcome to the Party To say that 2020 hasn’t quite been the year we were expecting is something of an understatement. What started off as a vague concern about a virus possibly affecting Halloween fancy dress supply chains on the other side of the world soon came to dominate our daily lives. Families and friends were separated, businesses were disrupted and daily life as we know it changed substantially. With non-essential retail shut, businesses ordered to work from home, schools closed and everyone staying at home, Above: Progressive Party Europe’s Rob Willis and Jacqui Parr. it’s fair to say that the first few weeks of lockdown in the UK were a surreal experience. However, it was also clear that – despite their individual circumstances – people wanted to cheer each other up, lift the mood and keep spirits high. Families looked for ways to stay connected, businesses sought out initiatives to boost employee morale and local communities came together to support one another as never before. And that’s where the party industry came in. It wasn’t long before media outlets – looking for a splash of colour to balance out the daily news briefings – turned their focus towards the creative ways people were choosing to brightening up their day. It started small, with costumes and accessories making their mark on those early Zoom meetings, but very quickly gained traction. What started as one postman wearing fancy dress on his route (Jon Matson, we have a lot to thank you for!) soon saw Royal Mail employees around the UK embracing the concept and going out of their way to cheer up children, parents and anyone else who was feeling the effects of being stuck at home with no idea of when the end might be in sight. Ditto the fancy dress bin collections in Australia, the inflatable costumes being used as ‘protection’ in America and the virtual fancy dress parties taking place around the world. And fancy dress wasn’t the only visible reminder that when the going gets tough, the tough start to party. Balloon artists and decorators, looking for a way to bring a bit of light and colour to their local community, began decorating their houses and creating displays in the front garden. As the lockdown period extended and people turned to their neighbours for support and camraderie, these sculptures grew in both size and spread, with rainbows, hearts, suns and flowers sharing some much-needed feelgood vibes. In fact, balloons have been something of a hero product during lockdown. As original plans for birthdays, anniversaries and other celebrations have been cancelled, people have been looking for other ways to make the day special. Balloon deliveries have been a popular solution, with everything from elaborate bouquets to simple balloon-in-a-box options selling well over the last three months and many independent retailers crediting them with keeping their business afloat. In the middle of all this, the UK has seen some truly impressive community spirit over the last few months, which has given an additional boost Left: There is every chance to the party sector. It started off with that this year’s Halloween will the NHS Clap for Carers initiative and involve sofa-based celebrations. continued to grow as the weeks went Bottom Left: Many UK residents celebrated the 75th anniversary of on, thanks to birthday drive-bys, street VE Day with a socially-distanced celebrations and of course VE Day – street party. Below: This Florida the latter of which was timed perfectly resident was one of many to use Rubie’s inflatable Jurassic World and saw neighbours coming together T-Rex costume as a creative form to hold big, joyous, socially-distanced of Covid-19 protection.
Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk hello@max-publishing.co.uk
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WELCOME
parties up and down the country, with balloons, décor and fancy dress all taking centre stage. Balloon suppliers have also been impressively proactive, responding quickly to the cancellation of training events and setting out new, interactive ways to engage with the balloon community. The Qualatex Q Corner Convention and Gemar’s ongoing programme of digital activity both deserve a special mention for their hard work and dedication, ensuring that balloon artists can continue to learn and remain engaged throughout the period. Amscan has also launched some fab new lockdown-inspired designs, proving that there really is a balloon for every occasion. However, it would be remiss of us to pretend there were no difficulties in the party sector, with major suppliers, key wholsalers and established indies having crisis talks on an almost daily basis, as business screeched to a halt for many. But the party industry is both creative and tenacious and so we saw suppliers getting hands-on (Bristol Novelty and Smiffys deserve a special mention here) while retailers were mixing things up by offering deliveries, arranging appointment-only services and even setting up e-commerce websites for the first time. Making the best out of a bad situation while navigating the Governmental guidelines was the best many of us could hope for – until now. Recent weeks have (finally!) shown that there is some light at the end of the tunnel. Restrictions are being lifted across much of the world, with a cautious return to work, school and daily life seeing many of us making a gradual return to ‘normal’; athough what exactly that will mean for the party industry is yet to be seen. It’s clear that party retailers are being pragmatic and realistic, while also being as optimistic as possible as they look to navigate a clear path out of the current situation. We know that costume businesses have been hit harder than those offering balloons and with major events such as festivals, carnivals and other celebrations being cancelled, that looks likely to continue for much of the summer. Long-term, concerns have been expressed for
Left: Amscan has reacted quickly with a new range of positive, feel-good foil balloons. Below: PE’s European supplier conference took place on Zoom, which has been keeping us all connected.
the future of fancy dress in general, with social distancing measures generally expected to extend towards the latter half of the year. Which brings us to the notinsignificant matter of Halloween – the Saturday Halloween that we have been looking forward to for the last few years! Suppliers and retailers are both cautiously optimistic about the possibility of a Halloween boost, although it is not yet clear what form that will take – will trick or treating be allowed? Will the pubs and clubs be open? Will house parties be taking place? However it happens, Halloween is expected to be welcomed by consumers with open arms as it will be the first major seasonal celebration since lockdown was first announced. Take a look at our Halloween preview (starting on page 42) for more inspiration – and don’t forget to top up your orders of hazmat suits and masks. Elsewhere in this ‘back to business’ issue of PPE, we have also included a special extended feedback section to allow businesses and retailers alike to share their responses, experiences, thoughts and plans (page 24) and have also paid homage to the extraordinary part balloons have played in keeping many party businesses afloat (page 37). With all that said, we would like to offer a personal thank you to all of you who have sent us your stories, answered our emails, taken our calls, been involved in our online Zoom conferences and helped us uncover the true picture of the party industry’s response to the global pandemic. It’s been a difficult time for everyone, but by continuing to support one another and share our experiences we can come out of this the other side, still helping people to come together, connect and have fun. That is, after all, what we do best.
@Prog_Party_Eu
SUIT UP FOR SUMMER CONTACT US NOW TO PLACE YOUR ORDER SALES@OPPOSUITS | WWW.OPPOSUITS.COM | +31 6 27 41 76 94
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FDW
ORDER NOW
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NEWS PAGE
NEWS UPDATE The party trade is back in business Party and fancy dress retailers across the UK have been opening their doors for the first time since the Covid-19 lockdown was implemented at the end of March, as Monday 15 June marked the official opening date for nonessential retail businesses. Navigating the Governmental guidelines has seen party and balloon retailers dealing with their very individual circumstances in a number of different ways. Although some party retailers, balloon artists and other businesses have been able to operate online delivery, collection or bespoke appointment systems during the lockdown period, the official ‘return to work’ is still in its infancy for many as both retailers and consumers begin to work out what the much-discussed ‘new normal’ will look like.
While balloon delivery has been a success story during the UK's lockdown, with many party retailers shifting their focus to concentrate on it, costume sale and hire has proven to be more problematic. “Trading Standards gave me the go-ahead to do balloon deliveries during lockdown,” reported Fun Warehouse's Sally Quigg. “That made a huge difference and I was able to separate that from the fancy dress side of the business, which, even online, has just been a trickle.” Shirlee Gibbs, owner of The Dressing Up Shop in Aldershot, has been closed throughout but is now pleased to be back in the shop, and has seen customers coming through the doors from the start. “We had alerted our customers that we would be open by every
John Lewis reports 94% boost in online party sales John Lewis and Waitrose have reported strong online sales for their cards, stationery and party ranges during the lockdown period, with party sales in particular having increased by 94%. The effects of lockdown – and the purchasing patterns it has inspired Above: Talking Tables’ Union Jack range – can be seen in the ‘Britain Through was a popular VE Day choice. The Lockdown Report, recently published by John Lewis and Waitrose. The report highlighted how the nation has lived and shopped over recent weeks and saw party and other social elements such as greeting cards and stationery featuring strongly. Junior buyer Sarah Moughtin revealed that online sales of partyware are up by 94%, with people ‘creating visual backdrops to their virtual calls, celebrating at home and decorating their windows with rainbow displays in support of the NHS and key workers’. “VE day added to this with a patriotic turn to all things Union Jack,” she added, highlighting the popularity of Talking Tables’ Union Jack range. “Bunting was hung far and wide with many following the schedule of events from the safety of their homes and front gardens. Celebrations remain key to changing the home landscape and brightening up the days as we stay safe at home and make the extra special effort for those missing out on traditional parties.”
Amscan launches sustainable Halloween costume collection
means possible,” she said. “The town is busier than before, so people are obviously sounding out the shops that are open. It’s nice to be back!” Many other fancy dress shops are biding their time, opening with reduced hours (like Liverpool's Lili Bizarre) or offering an appointment-only system (as per Jollyjesters in Derbyshire) with official guidance regarding costumes and changing rooms still unclear. Above: Lancashire-based Pink Tree Parties has remained operational throughout lockdown.
Mask-arade moves to Bristol Novelty Party mask company Mask-arade is now part of sister company Bristol Novelty, having initially been acquired as part of Rubie’s back in 2015. Mask-arade has long been at the forefront of novelty party masks and will continue to trade as usual, with the fulfilment and management being handled by Bristol Novelty. “We are delighted to announce and welcome the Mask-arade brand as part of Bristol Novelty. The move will bring significant benefits for the existing customers from Mask-arade,” says managing director Michael O’Connell. “Incorporating Mask-arade into the business provides our customers with an exciting extension to our product range in the market sector.” The full range of Mask-arade products is now available to order online at trade.bristolnovelty.com.
Party, costume and balloon supplier Amscan has launched a collection of 100% sustainable Halloween costumes, with a range of children’s designs available in sizes from two to 10 years-old. The six classic designs have all been carefully designed to be merchandised together and work well as a cohesive range. They include; Mythical Witch, Skeleton, Neon Reaper, Neon Skeleton, Werewolf and Rose Vampiress. The costumes are made of fully recycled materials (exclusive of trims), with detailing added in sublimation print and packaging which can even be turned inside out to create a handy trick-or-treat bag. Amscan has also considered the needs of its online retailers, with packaging which fits the requirements of a large letter. The full collection can be seen online now at www.amscan.co.uk
Peeks closes after entering liquidation Major UK party retailer and wholesaler Peeks of Bournemouth has ceased trading, following the voluntary appointment of liquidator Portland Business Support. Peeks, which had been a major name in the UK party industry since 1966, was most recently operating from a large store based in Bournemouth as well as an online retail service, both of which offered a wide range of party and celebration products. Following a difficult three years due to uncertainty over Brexit, a business restructure was planned to be taking place throughout 2020, with a focus on winding up mail order stock and increasing focus on the retail store. Unfortunately, the Covid-19 trading restrictions have made this restructure and recovery impossible. Below: Peeks had been a major name in the UK party industry since 1966.
The Licensing Awards moved to Wednesday 16 December 2020 The Licensing Awards 2020 will be moving to a new date of Wednesday 16 December 2020. The event, which was initially planned to take place on Wednesday 9 September, will remain at the Grosvenor House Hotel, London in its traditional evening slot. In addition, the deadlines for entering the various awards categories have been extended to 7 August, though the period covered by these awards remains 31 May 2019 – 1 June 2020. All details for entering can be found at thelicensingawards.co.uk.
For the latest news visit PartyWorldwide.net
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Birthday Rose Gold FULL Page Progressive Party.pdf 1 11/06/2020 12:01:31
REACHING BALLOON, PARTY AND DRESSUP RETAILERS AND DISTRIBUTORS AROUND THE WORLD To advertise in Progressive Party or on PartyWorldwide.net please contact Rob Willis on +44 (0)203 370 4752, email robw@max-publishing.co.uk For editorial and news, please contact Jacqui Parr on +44 (0) 203 370 4822, email jacquip@max-publishing.co.uk
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PARTY NEWS
Rubie’s Costume Company files for Chapter 11 bankruptcy New York-based Rubie’s Costume Company has filed a voluntary petition under Chapter 11 of the US Bankruptcy Code in New York. The family-owned company has sought to facilitate financial restructuring under Chapter 11 – a form of bankruptcy that involves a reorganisation of a debtor’s business affairs, debts and assets. The filing relates specifically to the USA business
“Given the highly seasonal nature of our business, our manufacturing relationships in China, the chilling impact of the COVID-19 pandemic on the US and the global economy and potential liquidity pressures, the Board of Directors determined that the Chapter 11 filing is our best path forward as we carry out our restructuring efforts,” said
and some of its affiliates and does not include the UK or European arms of the company. The world’s largest designer, manufacturer and distributor of costumes, with offices around the globe, Rubie's has been in operation for some seven decades. It is also a major player in licensing, with major partnerships including Disney, Marvel, Lucasfilm, Warner Bros., and Nickelodeon.
Indies to benefit from high street shopping as lockdown eases
OppoSuits goes Looney for latest collaboration with Warner Bros.
Independent retailers are expected to benefit from consumers returning to the local high street rather than large out-of-town shopping malls as lockdown begins to ease across the UK. Leading data and analytics company GlobalData has revealed that it expects to see a shift in footfall as customers support their local businesses and favour staying local over travelling to a major shopping destination. More than 80% of consumers who responded to the survey said they intend to visit high streets, town centres or in-town shopping centres either more than or the same amount as previously. The presence of independent retailers and local businesses in town centres is expected also appeal to shoppers looking to support small local companies, thanks to the sense of community which has been amplified for many over recent weeks. “Local town centres in particular will be better protected,” said lead analyst Sofie Willmott. “[Consumers] will prefer to make a short journey to their nearby high street (by driving or walking) rather than travelling unnecessarily to reach a shopping destination.
Novelty suit company OppoSuits has extended its popular Warner Bros. collection with the addition of a range of fresh new Looney Tunes designs. Leading Looney Tunes characters Bugs Bunny and Daffy Duck feature on the new shirt designs, adding to previous OppoSuits x Warner Bros. collaborations which include
Qualatex moves WBC to 2022
Portugal’s Partyland shares its pandemic story
Qualatex has moved the World Balloon Convention (WBC) – scheduled to take place in Orlando, USA in March 2021 – to July 26 – 28, 2022. An official announcement from the Qualatex team explained that: “We realise that having WBC in March of next year would be difficult for many of you to attend, so we’ve worked with the convention venue to secure new dates.” The new dates also come with hotel rates of just $165 per night (regardless of occupancy), as well as a discounted resort fee. Visit worldballoonconvention. com for more information.
With four branches across Portugal, Partyland is the leading retailer in the region, offering consumers a wide and varied mix of partyware, balloons and fancy dress. Owner Riaz Issa first closed his doors on 16 March, a week before non-essential retail closure was compulsory. The first ten days saw website visits fall dramatically but after this, online sales began to stabilise and Riaz and Above: Partyland took all the necessary his team were kept very busy. cautionary measures to reopen. “Interestingly balloons were at great demand,” said Riaz. “I would almost daily go out for balloon delivery taking all the precautions and leaving the balloons at the doorstep.” Shops were allowed to reopen from 4 May, which Partyland did, taking all the necessary cautionary measures. Sales are not yet back to normal levels but Riaz has revealed that the figures are much better than he was expecting. “I feel very fortunate for that,” he said. “It has been quite a boost for our state of mind.”
Boland Party continues to grow Dutch party company Boland Party is looking to the future as construction begins for its brand new head office, showroom, distribution and design facility. Construction has just started on the new premises, which
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Robert Boland. “The whole team will be under one roof, with a much bigger logistical capacity. We will be in a position to offer a cleaner, smoother operation with much greater facilities to expand even further in the future.”
will be based in Bleiswijk, near Zoetermeer, and will offer an impressive 14,700 m2 (158,000 sq ft), with a Party Studio showroom taking centre stage. “We are very much looking forward to the new facility,” said
For the latest news visit PartyWorldwide.net
Rubie’s president Marc Beige. “We believe that this decision will best serve our customers, licensors, employees and business partners.” In March Rubie's turned its manufacturing facilities over to producing urgent goods including hand sanitiser and personal protective equipment (PPE) to be used in the ongoing fight against the Covid-19 pandemic.
major licensed names such as Harry Potter, Batman and Superman. “We see shirts as something that is becoming a bigger category for us in general and the launch of these new styles will definitely help bring a boost to that,” revealed head of sales Robin Breeman. Above: OppoSuits described the Looney Tunes licence as the 'perfect fit'.
WORLD NEWS IN BRIEF T Dutch dress-up and costume company Thetru has launched a new catalogue for the 2020 season, introducing new product and fresh designs across a wide range of themes, styles and holidays. T Mexican balloon company Globos Payaso has launched a dedicated YouTube channel – Globos Payaso Europe which will allow users to see tips, tricks and new ideas from the brand. T Polish party supplier GoDan has launched its latest new catalogue for 2020, featuring 60 pages full of hundreds of ranges new product, fresh themes and stylish accessories, with a focus on themed collections and eco-friendly goods. TC hicago-based balloon company Luft Balloons has been giving away thousands of free balloons to support the Black Lives Matter movement, with 100% of all voluntary donations going to black organisations in the local community.
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UK: Freephone 0800 590 599 / sales@smiffys.com Export Sales: +44 1427 619 799 / export@smiffys.com
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PARTY NEWS
Party City announces Q1 2020 financial results Sales for the first quarter of the year have decreased dramatically for US party retail chain Party City, which announced its Q1 results on Friday 21 June, revealing the initial effect of the Covid-19 pandemic. The financial report revealed that Party City’s total retail sales over the period decreased by 20%, primarily due to the temporary closure of all retail stores. Total revenues also decreased by just over 19%, to $414 million (from $513 million in Q1 2019), falling short of the projected $445 million. North American e-commerce sales decreased by almost 7% when adjusted for kerbside pick-up, delivery and BOPIS sales
(buy online, pickup in store) – all initiatives added in the wake of the Covid-19 closures. “I want to express my deepest gratitude to our team members for their resilience in light of recent events affecting our country as well as the ongoing impact of the Covid-19 pandemic,” said Brad Weston, who was bought on board as chief executive officer earlier in the year. “Prior to the chainwide store closures that were implemented in mid-March due to Covid-19, our first quarter results reflected sequential topline trend improvement. Our focus since then has been navigating the disruption created by the pandemic, with
the health and safety of our team members and customers as our top priority.” As part of its ongoing store optimisation programme, Party City plans to close approximately 21 stores and open two new stores during the rest of 2020, with the remaining 10 planned new store openings likely to shift into 2021. Above: Brad Weston joined as Party City's chief executive officer back in March.
Smiffys reveals it is in a ‘good position’ in latest public accounts Fancy dress and party company Smiffys has revealed that it remains in a ‘good position to overcome any difficulties that may arise’ from the Covid-19 pandemic in its latest accounts. The official accounts covered the 12 month period to 31 December 2018 and revealed that the Gainsborough-based company’s turnover increased from £55.1m to £59.9m while its pre-tax profits grew from £2.9m to £4m. The accounts included a statement from chairman Ray Peckett, who stated that the team is ‘working tirelessly to keep updated with this fast moving situation’.
“We are very pleased and proud to yet again deliver a strong set of financials, despite some of the toughest trading conditions and economic uncertainty that we have ever seen,” added directors Elliott and Dominique Peckett. “We have a great team, who have risen to the challenge and delivered many creative and innovative solutions for our customers.” They continued: “As with many industries, Covid-19 is restricting performance for the short term, but we will emerge stronger and more focused and are looking forward with excitement and renewed energy.”
BAPIA gets social BAPIA has been placing its focus firmly on social media during the Covid-19 pandemic lockdown, helping members mobilise their online marketing efforts and launching its own paid social media campaign. The trade organisation for the balloon and party industry initially offered members two months of free membership, while also helping them create professional video adverts for social media platforms. BAPIA's own consumer-focused marketing campaign was designed to generate a greater awareness of how balloon and party professionals can help people celebrate their special occasions.
For the latest news visit PartyWorldwide.net
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Budget Greeting Cards moves into e-commerce with trade website The UK’s largest greeting card wholesaler, Budget Greeting Cards, has moved into e-commerce with a new trade website, offering more than 7,000 different greeting card, giftwrap and party products. The website will be expanding its current selection of party products as well as adding a comprehensive selection of stationery and giftware. BGC is currently only offering online ordering to UK customers, with next day delivery for weekday orders placed before 3pm, but will extend the service to export customers in the future.
NEWS IN BRIEF T Pioneer Europe has revealed a brand new mid-year Qualatex Balloon collection, featuring a wide range of on-trend themes including rainbows, bees, robots and under-the-sea supershapes. T Amscan has released a number of new Do-It-Yourself retail collections, allowing consumers to create stylish balloon bouquets and garlands at home. T Gemar is looking to the future as the ever-popular rose gold is named as the latest new addition to its popular Shiny range, which now comprises of seven vibrant colours. T Palmer Agencies has launched a brand new Carnival, Halloween & Party catalogue for 2020, containing more than 250 pages of top notch, on-trend, innovative products. T Boland Party has relaunched its B2B website www.boland. eu, complete with a brand new trade-only e-commerce offering.
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PARTY NEWS
Looking to the future: Spielwarenmesse 2021 Spielwarenmesse ceo Ernst Kick spoke to Suteesh Chumber, director general of the EBPC, to find out more about the plans for next year’s show; specifially what potential exhibitors and visitors can expect to see when the industry comes together in 2021. “We know that party businesses planning on going to Nuremberg in 2021 are already wondering how the COVID-19 situation will impact next year’s show, especially for
EBPC members considering making a financial investment,” Suteesh explained. “We know that a full refund will be provided to exhibitors if the organisers are forced to cancel the toy fair, but there were still a lot of questions that needed to be answered,” he continued. “We hope the answers will help party businesses proceed with their contingency planning.” In response to the EBPC’s
questions – some of which were put forward by the members – the Spielwarenmesse organisers spoke candidly about the difficulties in planning trade shows in the current environment, stating that: ‘in these times circumstances change quickly for all of us, so please accept that our views on some points may have to be adapted as time progresses and new regulations can possibly be developed by the government
NCA hosts webinar on reopening costume retailers
PG Live 2020 will not go ahead as planned
Professional US costumers’ organisation The National Costumers Association (NCA) bought the industry together with webinar designed to help costume retailers as they prepare to reopen across the US. The webinar – which was open to both members and nonmembers – saw NCA executive director Ed Avis speak with three costume shop owners who have reopened: Janine Caufield of Caufield’s (Louisville, KY), Caren Bricker of Vintage Ooolee (Augusta, GA), and Helen Goncalves of Metro Boutique (Portland, OR), who discussed their experiences from the ‘front line’ of the crisis, sharing how they prepared to reopen, how things are going so far, what surprises they’ve encountered and what they think the future holds. The webinar can be listened to in full online at www.costumers.org
Dedicated greeting card trade show Progressive Greetings Live will not be going ahead as planned this autumn, due to the ongoing uncertainty caused by Covid-19. The show was moved by organisers Max Exhibitions from its original June date to early September in the hope that the effects of the pandemic would have eased sufficiently to give exhibitors and visitors the confidence to embrace the show without concern. “It is with a heavy heart that we have taken the decision to cancel PG Live this year, but we know that it is the right thing to do,” commented Warren Lomax, co-owner of Max Exhibitions. “With the current social distancing guidelines, the travel restrictions curbing international visitors and a general unease about domestic travel, we had real concerns that PG Live would not have the lustre that everyone has come to love,” he added. The next PG Live will take place Tuesday 8 and Wednesday 9 June 2021 at London’s Business Design Centre.
Grabo extends UK team Italian balloon company Grabo is extending its UK team, welcoming Grant Gilmour on board as its new business development manager for Ireland. "I am excited to join the Grabo team in their Irish development project,” said Grant. “We work in very uncertain times at the moment, but I will be offering my full support and guidance to my customers alongside our fantastic products - to see us all through this hard time.” Above: Grant has joined the Grabo UK team. Party businesses based in Ireland can contact Grant now at grant@grabo- balloons.com.
For the latest news visit PartyWorldwide.net
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due to the actual situation.’ “We have taken first risk assessments for social distancing but we are still at the beginning of a process to define the exact rules and regulations for Spielwarenmesse 2021,” Ernst revealed. “The first trade fairs will again be held in the Nuremberg exhibition centre from September 2020 and we will certainly be able to learn from the experiences made at those events.” Below: Risk assessments are already taking place for the 2021 toy fair.
Catch up with the Q Corner Convention There is still time to catch up on the Q Corner Convention, the world’s largest virtual balloon convention, which was organised by Pioneer Balloon Company and took place from Monday 30 March through to Friday 3 April 2020. The virtual event ran for 24 hours a day for five consecutive days and delivered an astonishing 120 hours of education classes. In total, 88 balloon professionals – representing 23 countries – volunteered to share everything from amazing design ideas and new techniques to business workshops and social media masterclasses. Over 66,000 viewers from 116 countries watched live, but if you missed it, the content remains live and available to view on the Q Corner channel on YouTube. Below: The Q Corner Convention was hosted by Dominic Cassidy and Keith Stirman.
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One Million Bubbles sees balloon artists spread joy The One Million Bubbles campaign has seen balloon artists spreading joy around the world, as decorators have been coming together and showcasing their creativity with the sole mission of spreading kindness, happiness and a little joy at a difficult time. Thousands of balloon artists and decorators from around the world embraced the #OneMillionBubbles concept – which aims to spread positive
Bristol Novelty spearheads Fancy Dress Friday Costume and accessory company Bristol Novelty introduced a new social media initiative during lockdown, helping to lift people’s spirits as they remain on lockdown or isolation in their own homes. The campaign, which was shared on social media using the hashtag #fancydressnation, has been created in order to help keep fancy dress and costume relevant during a time when traditional parties and gatherings will not be happening. “As an industry, it is down to us all to ensure we keep fancy dress front of mind in these difficult times,” explained marketing manager Fran Hales. “We are in the business of bringing joy to those who buy our products and now more than ever, this tradition should continue in order to boost the morale of those in isolation and try to bring some light-hearted joy during these anxious times.”
Balloon twister sets a world record on UK primetime TV Balloon twister Ryan Tracey appeared on UK prime time television on Saturday 9 May, as he set an official Guinness World Record live on the latest episode of Britain’s Got Talent. Ryan, who has appeared on the show previously, made his return to the ITV stage to try and beat the world record by making five balloon animals in just 44 seconds, while blindfolded. The act – which was described as ‘genuinely exciting’ by Simon Cowell – saw Ryan smashing the current record live on air and making it through to the second round of auditions. Left: Ryan – and his son, who assisted him onstage – wore the OppoSuits Badaboom summer suit onstage.
Gemar’s virtual challenges and events help ‘lift the moment’ Italian balloon company Gemar has been running a number of virtual events and challenges in order to help balloon professionals continue to ‘lift the moment’, wherever they are. The latest of these – the Gemar Live tour – is following on from its successful online events and social media challenges The Gemar Weekend and the Gemar Flash Mobs, which saw the company's social media platforms handed over to Gemar Masters and Ambassadors for two weeks, offering live shows and sculpture workshops. The live tour aims to helps balloon professionals ‘travel the world without leaving home’, with 16 workshops being delivered over three weeks, bringing people together to immerse themselves in creativity and the joy of balloons as they learnt new skills.
“We wanted to create an atmosphere full of party fun, like having a balloon convention in your living room,” said marketing manager Clara VaugeladeTafani. “Things change, and of course our in person events have been postponed, but we weren’t going to be defeated quite that easily. Even if we can’t travel to be with our fans in person, we can still share our love of balloons and spread some joy!” More than 45 video workshops from the Gemar Weekend and Gemar Flash Mobs can now be viewed online at www.gemar.it, offering a fantastic resource for balloon artists. Below: Gemar's digital activity has helped 'lift the moment' without leaving home.
Manchester-based company Fancy Dress Mad recently went the extra mile for a young boy who was celebrating his fifth birthday while in selfisolation. While the shop itself was closed during lockdown, owner Laura Devine and daughter Elizabeth offered
Below: The One Million Bubbles campaign was a truly global response to the pandemic.
Balloon World reports ‘tenfold’ rise in online orders UK balloon and party wholesaler Balloon World – which also operates as Northwest Greetings – has reported a tenfold rise in online orders over recent weeks, following an increase in business during the lockdown. “Business-wise I can’t tell you how busy it’s been,” said owner Richard Aylett. “We’ve seen the website sales grow tenfold and as quick as we are getting orders out of the door we are seeing more coming in!” He continued: “The orders are coming in 24/7 and so as people order through the evening, we are playing a game of catch-up each morning. The team have excelled themselves though, I really couldn’t do it without them, and each and everyone of them has risen to the challenge.”
Smiffys makes donation to NHS charities
UK retailer goes the extra mile for isolation birthday boy
For the latest news visit PartyWorldwide.net
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encouraged to create something fun in their gardens to give people something to smile about during this challenging and frightening time. Many of the balloon artists who joined in also took the opportunity to broadcast live on social media or conduct a live Q&A session as they created their masterpieces. The cheerful and uplifting creations can still be seen on social media using the #OneMillionBubbles hashtag.
energy during the pandemic – with two events, which took place in March and April, when the lockdown response was at its most strict. The campaign saw almost 1,900 balloon designers based in 81 countries – everywhere from Peru to Paris and Israel to India – taking part, as they filled their neighbourhoods, villages, towns and cities with joy by creating and displaying balloon art in their local community. Balloon professionals were
free fancy dress FaceTime sessions for children who are self-isolating in order to cheer them up. They went the extra mile for Christian Kilduff - who has cerebral palsy – by ensuring that a life-sized Peter Rabbit paid a (socially distanced) visit to the birthday boy.
Fancy dress and party company Smiffys has doing its bit for the NHS by donating 20% of the revenue generated from the sale of its Rainbow Campaign product collection and VE Day Anniversary collection to the NHS Charities Together Campaign. The donations were made in aid of the NHS Charities Covid-19 Appeal. A social media campaign which highlighted the initiative across Smiffys Facebook and Instagram accounts shared it to a combined audience of more than 14,000. JUNE 2020 PROGRESSIVE PARTY EUROPE
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Fancy dress heroes raise a smile Fancy dress and costume has been used to cheer up the nation as people across the world turn to dress-up and accessories for all sorts of unusual occasions, from group video calls and virtual Saturday night drinks with friends to taking the bins out and delivering the post. A number of people have taken their dedication to cheering people up even further as they wear costumes out and about in the hope of raising a few smiles. Perhaps the most well-known of these in the UK is Jon Motson, a postman who has worn a different costume every day to spread some good cheer
board,” says marketing manager Fran Hales. “He’s an inspiration for us all in this difficult period and he is certainly doing his bit for our industry to keep fancy dress front of mind.” Other costumes and dress-up accessories have been spotted in a variety of places, with a Scottish Spider-Man touring his local streets to raise money, an Ali G outfit being used as protective clothing and Rubie’s famous Jurassic World T-Rex inflatable making a number of appearances out and about.
as he makes each day a bit brighter for the families he sees on his route. “Everyone is uncertain at the moment and you are often the only person outside of the family that they see, so why not give them something to smile about,” Jon reasoned. “I noticed the mood change dramatically following the lockdown announcement, ” he said, “and felt I needed to do something to try and lift people’s spirits.” Fancy dress company Bristol Novelty has helped out by sending Jon a selection of some of its most popular costumes. “It’s fantastic to have Jon on
Right: Postman Jon's selection of lockdown costumes went viral and now has been seen all over the world.
NABAS members ‘Clap for Carers’ with balloons Members of the balloon association NABAS have been showcasing some of their amazing balloon creations in honour of the NHS and key workers. The NABAS Facebook group has been showcasing some of the incredibly creative designs
showing support and appreciation for the NHS and keyworkers during the pandemic response. Creations are themed around the ‘Clap for Carers’ celebration which took place across the UK for the first ten weeks of lockdown and include everything from sixfoot-high rainbow balloon displays
Right: The NHS-themed balloon displays were a key feature of the Clap for Carers initiative.
to heart-shaped banners made out of blue balloons. NABAS has also been holding weekly webinars for its members,
French town gains Joe Wicks Smurf world record encourages children to embrace despite Covid-19 A French mayor has defended fancy dress his town’s attempt on the Smurf
YouTube fitness sensation The Body Coach (aka Joe Wicks) has been encouraging children across the world to wear fancy dress for their daily digital PE lesson every Friday. The online fitness coach has been running free daily PE classes every morning throughout lockdown, aimed at getting children up and moving in the morning. The daily live event has been a massive success, attracting over 70 million views globally, from Australia to the USA. Joe decided to do his workout in fancy dress one Friday and the idea spiralled from there. Thousands of families have now dressed up to join in every week and have been sharing pictures of their outfits on social media using the hashtag #fancydresspewithjoe with costumes including everything from superheroes and dinosaurs to inflatable Pokemon and Disney princesses.
world record which took place just one day before France banned all mass gatherings in a bid to contain the virus. “We must not stop living,” Patrick Leclerc, the mayor of Landerneau, told Agence FrancePresse in response to a social media backlash. “It was the chance to say that we are alive.” Following the gathering, it was officially announced that the town had earned its spot in the Guinness World Records, with an unprecedented 3,549 people wearing full Smurf costume and blue body paint.
Above: Joe has led the workouts in a range of costumes – some more suitable than others!
EBPC partners with play expert for #CovidBalloonChallenge The European Balloon and Party Council (EBPC) partnered with play expert Dr Gummer’s Good Play Guide for the #CovidBalloonChallenge, an awareness-raising initiative which aims to teach children to ‘pass the balloon, not the virus’. Created by Dr Amanda Gummer, child psychologist and
founder of the Good Play Guide, the #CovidBalloonChallenge encouraged children and their caregivers to make the most of their time at home while also highlighting the use of balloons as a versatile and fun play product. The campaign is just one element of the partnership
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with Dr Gummer’s Good Play Guide, which also includes a 16 Days of Play countdown and a Play Matters initiative, which both ran on the consumerfacing EU Partysafe Facebook page, suggesting a wide range of balloon-based games and listing their social and developmental benefits.
offering social media workshops as well as a dedicated coronavirus support hub on its website.
GOOD NEWS IN BRIEF T Shirlee Gibbs, owner of UK fancy dress hire business The Dressing Up Shop has been using fabric originally destined for pamtomime costumes to making scrubs for frontline medical workers. She has made 30 sets so far and is still going strong! T American professional costumers’ organisation The National Costumers Association (NCA) called on US costume makers, who responded by making more than 3,500 masks for frontline healthcare workers across the United States. T These NHS-themed balloon sculptures, created by Beverley Heyworth of Blue Rose Gifts and Balloons, have been bringing a smile to staff and patients alike at Manchester’s Nightingale Hospital, where she has been working as part of the frontline effort.
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Picture credit: Photo courtesy of Visit Dallas
HALLOWEEN & PARTY EXPO 2020
Heading Central
“W
e understand that this has been a time of uncertainty and challenge for many retailers and our focus, much like it is for the live event, is on providing resources and connecting people to generate new ideas and foster meaningful relationships,” says Marni Golden Vinci, show director for Halloween & Party Expo. “We’re constantly updating our website with industry resources to help provide support and ideas for your business during this time. To support our customers, we are also highlighting on our social media various exhibitors who are providing webinars, specials, industry updates, and more.” Clarion has been talking with customers and are encouraged to hear the successes they have been having in pivoting to new models. As many states enter new phases of reopening and consumers are looking for ways to reconnect with friends and family, the team at H&P Expo is hopeful for a successful Saturday Halloween season. Tradeshows are an ever-evolving entity but with COVID-19 the company says this has really been a great time to accelerate change and bring forward new ideas. While some events have been cancelled, others have moved to smaller niche, community events, virtual communities and hybrid models. It cites this is a createopportunity to incorporate some of these new ideas in the Halloween & Party Expo. Virtual communities are a great way to reach additional buyers who may not be able to travel in person as well as connect the community beyond the show days. “Ensuring the safety of all exhibitors, attendees and staff at our events is our top priority,” says Marni. “The Halloween & Party Expo team is following the government guidelines issued by the CDC and state and local officials with regards to the ongoing situation of the COVID-19 pandemic. We understand
that ensuring exhibitors and attendees feel safe returning to our event will be a critical first step in delivering an exceptional experience. We are working with SISO and AEO, two leading event organizer associations to further create new high standards in safety in events.” H&P Expo is very thankful to New Orleans for being the host of the Halloween & Party Expo these past few years and is excited to bring the celebration to Dallas for 2021. Many who attend the show are working hard all year round in their stores so it wanted to choose a location that can mix business and pleasure - much like New Orleans has. It is working closely with its partners
ESSENTIAL INFORMATION When: Kay Bailey Hutchinson Convention Centre, Dallas, Texas Where: 22 – 24 January 2021 More: halloweenpartyexpo.com Non-stop flights from UK, Europe, Asia, UAE.
Following its tenure in one of the party capitals of the world, New Orleans, Halloween & Party Expo 2021 will head inland to Dallas, Texas. PPE caught up with show organisers Clarion for an interim update. As a considerable global event organiser, the company is already in the midst of dealing with the fall-out from Covid-19 and so is totally ready for the challenges and opportunities ahead.
at Visit Dallas to create unique experiences that will give retailers and suppliers a great introduction to Dallas hospitality. In addition, Dallas is a major travel hub and has a great central location making it easy and cost affordable for travel. As one of the fastest growing cities in the U.S., Dallas is known for its strong and vibrant economy, excellent access to transportation, immense shopping opportunities, famous sports teams, vast food options with trendy restaurants, and awe-inspiring art. There is never a dull moment in Dallas with lots of opportunities and something to do for everyone. Knowing that the entertainment side is as much of a draw as the showfloor, PPE asked Marni on her thoughts for maintaining the party trade enthusiasm for great networking and fun after a day’s work. “Dallas is known for its amazing food, hopping bar scene and music. We will certainly miss the amazing atmosphere (and dance floor) Generations Hall provided, but we’re confident that Dallas will bring new opportunities. While planning for 2021 we were thrilled to learn that Dallas is the home of the frozen margarita and the Margarita Mile - a collection of the best and brightest margaritas conveniently all in the heart of Dallas,” offered Marni. Who are we to argue… we’ll be there! JUNE 2020 PROGRESSIVE PARTY EUROPE
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COLUMNIST
Just as the party and costume industry is a global market, so Covid-19 has affected suppliers and retailers around the world, including America. In his debut column for PPE Ed Avis – the executive director of the National Costumers Association – shares some of the major events of the past three months.
Above: Ed Avis is the executive director of the National Costumers Association. Contact him at executivedirector@costumers.org.
Coronavirus and costume shops in the U.S. “ The costume business in the United States was hammered by Covid-19, just like nearly every other business. At the National Costumers Association – a trade group for costume retailers and other professionals – we surveyed our members in early May and learned that 80% of them had lost nearly all of their business. Even if the whole country were to suddenly reopen tomorrow, it would take months to overcome the damage. However, there were a few bright spots. Some of our members found new business making things for people to pass the time at home, while many made masks for healthcare workers and first responders. The crisis also prompted many to finally open online stores.
COSTUME RENTAL DIED A key factor in the loss of business was the closure of theatres. Many of our members rent costumes to school theatre departments, local theatres and other performing groups. With all performances cancelled, these costume rentals collapsed. The risk of catching Covid-19 created another hurdle for costume rentals, with the risk of garments becoming contaminated. We did some research and learned that viruses do not live on fabric for more than a day or two, but in an online forum we held a couple of weeks ago, several participants still said they plan to steam clean any returned costumes and quarantine them for a couple of days before returning them to the racks. A few of our members did manage to salvage some rental business, though. One established a costumed message delivery service in which customers hired actors dressed in costumes – a gorilla was popular – to sing Happy Birthday or other ditties to friends and family. Another rented costumes and accessories to a local theatre company that was producing its spring schedule via Zoom!
CREATING PASTIMES A consequence of the lockdown was that millions of people were bored and some of our members took advantage of that situation by creating puzzles, craft kits and other activities. For example, Lori Hammes, owner of Curtains Up Costumes in Sigourney, Iowa, created 8” x 8” wooden boards with a quilt pattern stenciled on it that people could paint. If they needed paint and brushes, she provided those as well. “Anything to keep the kiddos busy right now is good,” said Lori, who also created children’s dress-up kits from the used costumes and accessories she had in her shop. KEEPING ATTENTION Many NCA members realised that even if they couldn’t sell much during the crisis,
they could at least keep customers’ attention focused on their stores. Tyler Volz, owner of Spotlight Characters in Bentonville, Arkansas, created videos showing how to apply make-up for various popular characters. “For example, I’ll post a picture of myself as Jafar [from Aladdin] and say, ‘Do you want to see the transformation?’” Tyler explained. He posted the videos on the store’s Facebook page. Several of our members sponsored virtual costume parties via Facebook and other social media, which gave customers a chance to dress up and focused attention on the sponsoring businesses. Easter was difficult because of lost Easter Bunny costume rentals, but this did not deter some of our members. For example, Merlyn Foat, husband of former NCA board member Linda Foat, put on an Easter Bunny costume and visited several nursing homes near their home in Freeport, Illinois, where he greeted residents through the windows. SLOWLY REOPENING Businesses are reopening across the country, but the response from customers has varied. We held an online forum in early June featuring three shop owners who had just reopened and all of them said that customers were scarce. It will be a while before people are totally comfortable returning to stores. In the midst of the crisis the NCA sponsored a webinar on developing online sales – it’s a good thing we did, because online sales will probably be greater than in-store sales for a long time. We all look forward to the day that Covid-19 is remembered via funny Halloween costumes rather than a devastated economy.” Left: Gorilla Grams offer a contactfree way of making contact. Below: Spotlight Characters’ Tyler Volz, seen here as Jafar, offered online make-up tutorials.
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FEEDBACK THE COVID SPECIAL CONVERSATION It’s all well and good watching the daily briefings, checking all your news notifications and reading endless opinion pieces about the latest Covid-19 news and how it will affect us all; our families, our friends and our businesses alike. But to find out exactly what the party industry is facing up to and how it plans to, we need to speak – and listen – to the party industry itself. So that’s exactly what we did... RIAZ ISSA owner, Partyland, Portugal
“We closed on 16 March, a week before non-essential retail closure was compulsory. The first ten days also saw Above: Husband and wife team website visits fall Riaz and Cristina work together dramatically, so across all of the Partyland shops. ecommerce sales also saw a steep decline. After this, online sales began to stabilise and we were were kept very busy until the end of April. Balloons were in great demand and I was delivering them daily, taking all the precautions and leaving the balloons at the doorstep. Portugal’s National Emergency Call lasted for 45 days and during the confinement period we used Instagram and Facebook a lot to keep communicating with our customers. We reopened on 4 May, taking all the necessary cautionary measures. Sales are not yet back to normal levels but the figures are much better than I was expecting. I feel very fortunate for that, it has been quite a boost! Based on recent weeks, my understanding and appreciation of our industry has improved for the better. We are important in people’s lives, but we need to understand trends and move quickly. Companies without a digital presence will find it very difficult to survive, but clients will come to us if we offer them, variety, quality, sophistication and above all five star customer service. It is important to note that our situation is a reflection of the pandemic affecting the country. Each country has its own story. My final word goes to all in this industry: we have strong reasons to hope, but we will need to build well.”
JONATHAN GRASSI managing director, Grabo
Right: Keeping the Grabo family well and happy has been Jonathan’s primary concern.
“We did close our doors for a few weeks, but ensured that we remained close to all the members of the Grabo world during this difficult time, offering financial support as well as sharing thoughts, concerns and hopes. Our first concern was to make sure health and safety requirements were followed, guaranteeing maximum safety to everyone who returned to work once restrictions were lifted. Sanitary equipment is guaranteed, safety distances, isolated environments, extra personnel to guarantee constant disinfection... There is no way to annihilate the virus, but we have done our best to limit its virulence. We invited retailers and decorators to share their issues and worries with us. Combatting a virus is hard, combatting an invisible, microscopical monster is tragic: sharing these words has been a gift to the soul. Many of these concerns were focusing on the lower number of parties we may see worldwide. That could be true. But we know that people will always want to have a good time. And even if things may be a little slower now – and it honestly isn’t the case – they will eventually pick up, because that is what happens in a post-traumatic event. So now, where to go? That is the real question. We all have put our plans on hold, but we may have to reconfigure our life from scratch – and it isn’t to say for the worse. As Winston Churchill said: it is the courage to continue that counts. And we will continue.”
JIM CAIRNS vice president/ general manager, Unique Party
“At Unique we have been operating Above: Jim believes that throughout and it has most retailers will want been of paramount to get back to business importance above as soon as possible. all else to protect our colleagues and our customers. We initially operated with a reduced workforce, but we’ve steadily seen ongoing increases in orders from the initial lockdown, which have been particularly encouraging. We’re confident that this trend will continue, so we have continued to recall our colleagues back to work after conducting risk assessments to ensure that our environment provided complete protection and assurance for our colleagues to work in. We stayed open the whole time to
ensure that our customers who were able to remain open could still be supplied and while our lead-times were a little longer, our customers were delighted that we were there for them when they needed us the most. We’re not selling luxury goods – birthdays, events and celebrations all still take place in one way or another and party goods are non-price sensitive products that consumers will buy regardless of economic conditions. I believe that the vast majority of retailers will want to get back to business as soon as possible – I don’t believe that we’ll completely return to where we were, but I’m confident that we’ll see a great uplift when they do re-open. As always, I can happily report that we’re ready to completely support our customers when they re-open their businesses. And after this extended period of isolation for most, we believe that people will be champing at the bit to party!” JUNE 2020 PROGRESSIVE PARTY EUROPE
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FEEDBACK SPECIAL
FEEDBACK C O N T I N U E D CHARLES DULLES head of international sales and business development, Widmann
“Through a combination of reorganising work flows, implementing safety measures and Above:Supply chain introducing smart home working, has been a key we were able to ensure a smooth concern for Charles continuity to our business operations. over recent weeks. Our major concerns are the sustainability of the entire supply chain and varied distribution channels. Customer demand will return, sooner or later. Regarding supply chain, we are maintaining best relationships with all of our Far East factories. They have all been greatly impacted by this pandemic and after weeks of closure, most have reopened and are actively progressing their production. The challenge lies most with product for the new season – there will clearly be some time shifts in delivery, but everything should be worked out in time for Halloween! We can’t affect the course of the virus but we can look after our employees, our customers and work closely with our suppliers. We want to make sure that our customers are in control of their own situation and have a plan for going forward and will try to help them in any way possible. We also need to make sure that we actively continue selecting new products, ordering from our suppliers and making sure goods will be available to meet the future demand. We need to demonstrate confidence in the market that fancy dress and party market can endure this crisis and are here to stay!”
MARK BRETT UK & Eire sales agent, Boland Party
“As we are based in the Netherlands our restrictions are slightly different to the Above: Boland Party’s UK market. Mark Brett believes in the power of communication. However, we ship throughout Europe and while restrictions may vary, the consequences are all very similar; a huge drop in activity. We are operating on a smaller scale and are open every day of the week except Friday, with 85% of the range in stock. The hospitality sector – which is a significant part of the party industry – has been eradicated for 2020, although hopefully Christmas and New Year may find some respite. No festivals, no major events, no weddings – these all leave a gaping hole and for suppliers operating in that space there seems to be little light at the moment.
Halloween could be very good, with many people doing house parties, if nothing else. Of course it really depends on a number of factors, including whether the multiples decide to give it a miss this year... My advice is plan for it and place Halloween orders – but obviously there has to be a proviso with that order (although some may not thank me for saying so). We don’t want our customers to have whole load of stock nobody wants to buy for another year. Most retailers won’t be able to take that hit. To move forward we need to open more lines of communication. Boland has been in contact with its customers and where issues can be resolved in the short term they are being discussed on an individual basis. But for the long term, if our customers are not healthy then their businesses certainly will not be.”
DEAN SALAKAS ceo, The Party People, Australia
“We were never forced to close, although most Australian retailers did stop trading. We asked our staff what they wanted to do and they all wanted to keep working, so we stayed open. Initially sales were down 92%, but have since rebounded to about 40% – 50%. We had to react quickly to the rapidly-changing marketplace, and chose to see those changes as an opportunity rather than a problem. As a party business, we have been severely affected by social distancing restrictions – people don’t buy party supplies if they can’t hold parties. We began stocking essentials such as hand sanitiser and cleaning supplies – there was a risk that people would see us as trying to take advantage of the situation to make money, but we see it as an opportunity to help the supply chain distribute products in high demand. We have also found new ways to help consumers celebrate, which has been equally successful. Our bestselling line has been a personalised balloon bouquet that says ‘Happy Iso Birthday’! Our biggest question now is Halloween. My colleagues in Canada (from the Halloween Alley joint venture) are very optimistic, as are most suppliers, but the Australian market in general is quite cautious. We are seeing mixed messages, with some people thinking the country will party like never before, while others (like me!) believe there will be residual caution left even when restrictions are lifted.” Above: Dean began selling hand sanitiser and cleaning supplies as well as party product.
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Above: Feel-good balloons from Amscan.
JOHN BOWLER chairman, BAPIA
“As an industry made up of a large number of small businesses, my main concern has been their survival. BAPIA has supported members financially and has also found some fantastic marketing resources for them to keep their business in front of their customers ready for when celebrations begin again. We have also invested in a long-term paid marketing campaign on social media to generate business for BAPIA members. Above: John expects We have used videos and social media to communicate our to see demand for balloon décor soar. messages to members more clearly and to make them aware of the support available from BAPIA. We have also used the private Facebook group to keep members motivated and encouraging positive conversations. There are many potential challenges which will start to become clear as we gradually come out of lockdown. I would like to think that the biggest challenge facing our industry will be keeping up with consumer demand! Balloons have become a popular and very desirable product during lockdown and I hope that when larger social gatherings are allowed to take place again, I imagine we will see the demand for balloon décor soar. I am hopeful that this pandemic has made consumers more aware of the need to support local businesses and I also hope that, when the time comes people will not hold back on celebrations and they will look to their local professional balloon and party supplier to help make their celebrations something to remember.”
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FEEDBACK SPECIAL
FEEDBACK C O N T I N U E D ROBIN BREEMAN head of sales, OppoSuits
“I think focusing on the core business is important right now, looking more at sales in the short term. Making investments for the future became less a priority in terms of new products etc. We will focus a lot on selling current stock and trying to get of a few of those pesky overstock issues. I hope people won’t get stuck in a bad mindset and that they open up for the future. Of course it has been a terrible time but I feel like we shouldn’t dwell on it too much and need to look forward to the opportunities that are there. With things opening up again here in Holland for me it’s almost going back to Above: OppoSuits’ normal, of course people are still aware Robin Breeman is looking to the future. of what has happened but are very keen to go back to how things were and I think Halloween is really going to be business as usual. People have been on social media much more than before. It is part of our DNA to bring fun to people and social media was the way to do that, something light-hearted and a bit of a distraction from what was going on!”
FRAN HALES marketing and product manager, Bristol Novelty
“The pandemic has had an impact of course, but that hasn’t stopped us continuing to deliver orders either by e-fulfilment or through the website. We’ve adapted Above: It’s all about successfully, thanks to the incredible adapting, being infrastructure that we have put in flexible and working together for Bristol place over the past two years. It has Novelty’s Fran Hales. shown that we can operate in the toughest conditions, being flexible enough to protect our business and the businesses of our customers. Halloween is expected to signify the first major chance for people to get into the party spirit. Of course, we can’t categorically rule out that it won’t be impacted and we have to be prepared for some challenges ahead. We have plans in place for all scenarios and are ready to support our customers building up to the key seasonal periods. Through Lockdown Heroes such as our friendly Postman Jon, P.E. coach Joe Wicks and our own campaign with Fancy Dress Friday, we’ve seen fancy dress stay front of mind in the UK. Social media and online platforms have been a great way to keep in touch and have some fun. It’s vital that we continue to pull together to find new ways to keep the industry in the public eye. Our industry has been threatened and hopefully we can continue working together towards the greater good of rebuilding it. As part of the Rubie’s family, we pride ourselves on our ability to come together with the wider industry to help our sector as a whole.”
Right: Joe Wicks has been wearing fancy dress every Friday for his live workouts over the past months.
EMILY DUKE (marketing and design) and Joe Hennigan (cfo/ coo international), Amscan “Our wholesale and retail businesses in the UK were closed for a few weeks. We reopened our wholesale business after a comprehensive review to ensure that we created a safe environment for our employees, which then led to our warehouse returning to a fiveday operation as of 1 June, with new procedures incorporating distancing protocols as well as PPE for staff. Staffing issues have been the most challenging part of the past three months. First and foremost, people were concerned about their jobs and that was compounded with concerns about how childcare and work could be managed, as well as general health concerns, so working with our employees to provide reassurance and support was key. In the short term, the biggest unknown for the party and dress-up sector is how and when restrictions will be lifted. Looking through the balance of 2020 it is likely that Halloween will be negatively affected, which is disappointing but a reality we are facing up to. In the medium to long term we are confident that consumer demand will return relatively quickly, however it is likely that demand will return through different channels, therefore we will ensure we are nimble to meet the requirements of an evolving customer base, both wholesale and retail. We recognise that for our wholesale customer base the
situation is extremely challenging. So we are being as supportive as we can so that customers can ride out this storm. We pride ourselves on our relationships and have been working with customers to support them where possible. It has been important to have an honest and open dialogue. The website has been our main method of communication, but social media has also been key for engagement, with campaigns such as the #rainbowofhope and #onemillionbubbles. We have kept highlights of these to track just how incredible the people in our industry are at supporting great causes and really knowing when the UK needs some cheer! Social platforms also allow us to continue to support our customers – albeit virtually – so they are aware that we are still here for them with any questions, ideas and contributions we can assist with. In order to come out of this in a strong position, the party industry will continue to evolve and develop. We need to continually ask ourselves if we are meeting the needs of our customers, whose expectations and requirements are shifting by the day. We also need to be ready; once restrictions are lifted there will be pent-up demand and we need to be ready to help the nation celebrate birthdays, weddings and other life events like never before.”
KATE MOORE Jollyjesters, Derbyshire
“I have been closed for the duration but have been able to supply bunting etc for VE Day 75 by letting people order over the phone, via email and social media, and letting them collect it from my house. Apart from that – and one costume hire – nothing! I took the very difficult decision to make my colleague Above: Kate Moore isat redundant after 18 years of loyal service early on, to talking to customers to least give her the freedom to get another job before find out what they want. all the other redundancies kick in. Smiffys, Bristol Novelty and Wicked Costumes have all kept in contact by email, and Bristol Novelty (the only company I’ve ordered from since lockdown began, as they had stocks of flags and bunting) reduced the minimum spend to £50, which was a huge help. Facebook has always been a good tool for us, and it’s even more essential now, to keep the momentum and to keep putting our name out there. I carried out a survey about customers expectations, with over 200 replies. Only two people have any fancy dress events planned, with 187 answering ‘definitely not’ to that question! 198 people favoured an appointments-only system, so we’ll start off like that, and see how it goes. All the local carnivals, festivals, dress-up events etc have been cancelled and people have got more into the mindset of buying online during lockdown. Will there be the biggest party ever when this is all over? Yes, I think there will be that spike, but it probably won’t be a fancy dress party.” JUNE 2020 PROGRESSIVE PARTY EUROPE
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FC EO EN DT BI NAUCE KD JAYNE RICHARDS UK sales and marketing manager, Thetru
“At Thetru we totally understand the tough times that independent stores will be facing when they return to some sort of normality and are fully invested in supporting them. Our core Above: A sense of business is the independent market and community has been as a family company, we understand the important for Jayne. impact that the current situation can have on small businesses. We will be offering incentives including favourable credit terms as well as discount incentives for key seasons such as Halloween in order to give the retailers a chance to recoup some cashflow before they start spending. We have taken this opportunity to update our online content and make it more user-friendly, which is particularly important for our online and independent businesses. We are sending out our first UK catalogue so customers can review their ranges and see where we can help once we have come through this very challenging phase. Personally I think the biggest takeaway from this has been the overwhelming sense of coming together and reassessment of what is important in life, with a focus on community and celebration. You only have to look at the effort people made to celebrate VE Day across Britain even with social distancing to know we will always bounce back!”
JEAN HARPER, OWNER Masquerade Fancy Dress, Watford
“Obviously while our shop has been closed we have still had to pay overhead costs each month – for almost three months now. It’s an unknown situation at the moment and it’s difficult to know what to do for the best. I hope to open the store at the end of June, which will include Above: Hire costumes include measures such as opening three days a week, only letting and returns are a sticking point for Jean. one customer in at a time, and temporarily stopping the costume hire service. Usually, when people buy something and they want to take it back, we’re flexible. But now, if it does not fit and they want to return it, we can’t take it back. Somebody needs to tell shop owners like myself exactly what we have to do in that regard. Concentrating on the distancing is important. The best I can do to keep myself and my customers safe is to only allow one person in the shop while another customer waits outside for ten minutes. We will be back to work one way or another, even if we have to wear a space suit!”
JULIE DOMMETT head of marketing, Pioneer Europe
“Pioneer Europe is a pan-European business, so our customer base has been facing different challenges at different times. We are talking with customers to ensure we know the challenges facing each market and the plans each business has for re-opening. Our first challenge was the events and training courses Above: The trend of celebrating special scheduled for the spring/summer. We adapted to this by occasions at home has delivering the Q Corner Convention, the largest online balloon been positive, says Julie. convention in the world. The feedback was fabulous and really made us feel part of a bigger family. We have seen a growing trend in celebrating special occasions at home and continue to see demand for milestone birthday products, children’s birthday ranges, baby shower collections etc. We have also been sharing information on current trends and products for our customers to promote their services as they begin to re-open. The main concern for the party sector is for retail in the short term. We know that some things will not be exactly as they were – the high street may be challenged for some time to come and consumer behaviour has definitely changed, with more people shopping online than before. Longer term, we believe the market will bounce back strongly. With Halloween falling on a Saturday, plus a greater concentration of key celebrations such as graduations, proms and religious celebrations in quarter four and into the New Year, we hope for a much brighter end to the year. We also forecast there will be a lot more weddings and babies than normal to celebrate next year!”
DOMINIQUE PECKETT AND ELLIOTT PACKETT co-directors, Smiffys
Above: People working from home took it upon themselves to embrace fancy dress during lockdown.
TRUDY PIJNACKER operations manager, Leg Avenue
“At Leg Avenue we didn’t close the business at all during the Covid-19 lockdown. During that period we were able to fulfil all the orders and requests from Above: Trudy has our customers. It gave us also been investigating the opportunity to investigate new new marketing and presentation tools. marketing and presentation tools. For example, we created a film studio were we make product video’s and give (live) trainings. We also made trend reports, this way our sales team can speak directly to their customers and give them the service were they are used to. We have also made sure that in the upcoming months we will have some nice promotions, like free gifts with purchases, to support the retail in these difficult times.”
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“We’ve taken steps to ensure we stayed open for business while looking after the welfare of our teams. We reduced working hours throughout the business and put the majority of the UK team on furlough. We have been in regular contact with all our retailers across the UK, throughout Europe, in Australia and the USA. We understand the need for flexibility with payments of outstanding bills and have worked to put plans in place, ensuring that retailers make the most of the opportunities that lie ahead. We have also worked collaboratively with other suppliers in our industry by sharing ideas and challenges – never before has this industry required such communication at all levels. We are here to support our independent retailers as they begin to open their doors and our excellent team of territory managers are itching to get out there too. We understand some retailers may be nervous but
Above: Dominique and Elliott emphasise the importance of a positive outlook
we will be giving them the tools and support to reopen their businesses while keeping both their teams and customers safe. While this pandemic has affected everyone, retailers have to adopt a positive attitude or their fears will become self-fulfilling. Our forward Halloween orders are up in the UK, EU and Australia, which reflects the positive attitude of the majority of retailers who recognise the importance of being prepared, especially with the inevitable delays and shortages of stock coming out of the Far East – they don’t want to miss the opportunity to provide the products for consumers who are desperate to get out and party again!”
JUNE 2020 PROGRESSIVE PARTY EUROPE
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FEEDBACK C O N T I N U E D
JOAQUIN SERRA vice chairman, Guirca
“ The effects of the pandemic have been different and diverse across Europe. The effects on our sales in Italy and Spain have been very strong, but Above: Strong sales in some territories have been in France, England and good news for Joaquin. Germany, the decrease isn’t as drastic. Small clients are reducing their purchases, but big clients are still taking risks and are purchasing more than we expected. We have been having lots of video conferences, making personalised presentations of new ideas and novelties. We realised that this is very efficient and we will implement it regularly in the future. Customers appreciate the fact that we dedicate a few hours exclusively to them. Honestly, I don’t think there’ll be any big festivities this year, it would be incoherent to celebrate after all we went through. But I think it’s still possible to celebrate while respecting the safety distance and wearing masks. Clearly this will affect sales because fewer people will want to enjoy a normal party celebration. Currently, our biggest concern is knowing when will the vaccine arrive, either before or after Halloween. If we’re lucky and the vaccine is discovered before, the psychological effect would be so positive that I think it would increase the sales levels in our industry. Of course, until all the population isn’t vaccinated, the problem won’t be solved.”
SHIRLEE GIBBS owner, The Dressing Up Shop, Aldershot
“ I closed the shop with a heavy heart not knowing how to tackle the unknown. I relied on social media and Above: Shirley has made PartyWorldwide.net to the most of her time off by gain valuable information reorganising the shop. about the industry. The importance of having an online influence being the number one ‘must-have’ spurred me on to seek out a suitable connection which is currently a work-in-progress. All the hire costumes have gone into storage for the time being so I can concentrate on sales. The extra wall space is crucial and much needed! I will still offer hire costumes but on an appointment-only basis until I feel it is safe to return to full service. I have been sourcing new suppliers and have totally changed the shop layout to offer a fresh new look while also accommodating the necessary floor space to offer the distance shopping experience. I am nervous about returning, but when in the shop am more than happy to be there. I don’t think there will be a stampede but if I’m not in I won’t know and I feel I have to be confident for the sake of my customers. I think positivity is the watchword, as the reverse helps no-one.”
SERGIO BATTANER sales and marketing director, Palmer Agencies
“ We’re operating Above: Halloween but in a reduced expert Sergio is already capacity. Orders are looking forward to the despatched every upcoming season. couple of days, but as normality resumes we will increase our shipping schedule. We have adapted to some very difficult circumstances. Our supply chain and factories in the Far East were heavily affected in the first few months of the year, but we are likely to have deliveries in August and September for Halloween. This may be slightly later than ideal but it is still workable. It will be a busy few months for Halloween! The furloughing scheme introduced by governments around Europe has given some peace of mind to consumers. In the UK, grants and the waiving of some rates has helped independent retailers, although rents are still a problem. Online retailers have still been trading, but in a difficult market that is not favouring party products. Most of our customers have not needed any help yet but, we will help them get through this. The really important thing here is getting ready for Halloween. This year, we are looking at limited stocks and so we are encouraging all customers to think ahead as we will not be able to replenish sold out lines this year. When this is over – and it will be over – the party sector will be necessary to celebrate, while we also remember and honour those who are sadly no longer with us and recognise those who have done so much to keep us all safe. Party is not cancelled, it is just on pause. Party is coming back!”
GLORIA VETA product and sales director, Gemar
“ As the crisis unfolded, we took priority in ensuring the well-being of our people and Above: Gloria has enjoyed our community seeing how balloons have been both near used to cheer people up. and far with consciousness as well as the continuity of our business. We have learnt a lot but we have also become more efficient and resilient. Most importantly we have seen how important balloons are and the role they played during the crisis in cheering up the world. Many aspects of daily life will change. There will be a ‘new normal’ and so we look forward to turning our experience into opportunities for the future. As we ‘get back to business’ new products and services are underway, as well as the continuation of successful activities implemented over the last few months, such as our live classes – highly appreciated by our customers and balloon community. This month will see the launch of our first virtual world tour with 16 live workshops taking place over three weeks. At Gemar business also means sustainability and this will continue to be a primary area of investment for us as we plan new goals for our company and the products and services we provide.”
Above: Happy Zoom birthday! The party industry’s ‘new normal’.
MIGUEL SCHUITEVOERDER commercial director, Haza
“ Like all companies operating in this sector we had high hopes for this year. Never, ever could we have predicted that lockdown would be the theme of all parties. It’s obvious that the measures have had a big impact on our industry and this is not expected to change in the short term. Even when everything gets back to ‘normal’, recovery will Above: The high hopes take time. People will be more careful. So we try to approach Miguel had for this year have been replaced by a it positively and hope that, everyone will continue to celebrate cautious optimism. beautiful moments with beautiful party decoration. From a business point of view, I think this has taught us that together we can achieve everything. If we can put our heads together (at an appropriate distance!) we’ll figure out a way to deal with this. We understand everyone’s situation is different and we want to support our customers wherever possible. It is important to stay in touch especially at the moment, for a sympathetic ear or to offer advice. We also need to communicate with consumers and make sure they know it is extremely important to continue to celebrate special moments! Whether this is a birthday, anniversary, graduation – whatever, the occasion is, it’s worth celebrating. Just enjoy your moment!”
JUNE 2020 PROGRESSIVE PARTY EUROPE
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CONSUMERCHAT
PARTYING AROUND THE WORLD As lockdown restrictions around the world begin to relax, consumers are beginning to cautiously take their celebrations and parties out from behind a computer screen and into the outside world. Party and balloon suppliers are now working at close to normal capacity and retailers around the world have been reopening their doors, but what is the consumers take on partying, celebrating and specifically, on Halloween? PPE spoke to a few friends from around the globe to find out...
STAYING SAFE “We are going to limit home parties as much as possible and will eventually organise dinners instead, in respect of the social distancing. We are still worried about the virus and the fact that it could reappear suddenly and therefore we are staying careful. It may change during summer, but we will try to limit the number of guests for sure and will not kiss and respect social distancing. We will use disposable tableware during summer time specifically. Halloween is not a big thing in France and we usually don’t celebrate too much. It is more the younger generation who goes to Halloween parties and dress up for this event. Given the critical period we went through, especially in the Parisian region, we don’t feel like partying too much to tell you the truth and we fear that the virus will come back in the autumn when the weather will become colder again.”
MARIE L, FRANCE
HALLOWEEN MAD “I’ll definitely be hosting and attending post-lockdown parties, they could go on for some time! Balloons are always a party staple in our house, having said that my wife is trying to avoid non-green non-essentials, so we will be looking for products from sustainable resources. Banners, paper plates and foil food trays are standard items for our parties... anything that can be used and re-used and avoids lots of washing-up. It was my son’s birthday last weekend and we had some paper ‘lockdown party banners’ printed. My children are mad for Halloween. They’ll chose their own costumes a few weeks from now as they like to plan ahead. Whether they are storebought or home-made, only time will tell! Either way, there will be lots of social distancing trick or treating to friends and family, so things maybe not on the scale of a typical year depending on what’s going on with the virus.”
JASON E, UK Inset: Balloons have played an important part in home celebrations over the last three months.
WINE CLUB WELCOME “I am eagerly awaiting to reinstate my ‘wine club’ nights at my house! I generally use my own glassware so I don’t buy any additional products, but I might have to rethink how to serve food and portion out snacks on individual paper plates. I don’t feel any different about attending events that are coming up for the rest of the year, I will just continue to wash my hands more and be mindful of the number of people around me.”
POLLY B, CANADA
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Inset: Trick or treating is expected to be as popular as ever this year.
PARTIES ARE A PART OF LIFE “We are out of lockdown and as people will have seen, our country managed to contain this really very well. For us the party will go on, we have a young daughter and so kids’ birthday parties and get-togethers are a part of life and that will continue. Halloween too will be an exciting time as usual, but perhaps given the economic impact we will be looking at the value of items more than in previous times – this may change depending on the next few months, but we will continue to enjoy partying.”
ZOE I, NEW ZEALAND THE GREAT OUTDOORS “At the moment my close friends here are planning birthdays parties but mostly on the beaches and decorating the bars that are on the coastlines. As for Halloween we will have no hesitation in throwing a party. I will probably buy everything disposable including decorations so that I can throw away to recycle afterwards. As for attending events the circumstances are very different in Croatia. Covid cases were low and we went into strict isolation. In summer months we have open spaces to throw parties... beaches and parks etc, so it’s easy to mass gather and keep a bit of a distance. However I would attend most things, as I believe people in Croatia would isolate immediately if they showed any symptoms.”
EMILY G, CROATIA
Inset: Birthdays have still been celebrated, with decorations often taking centre stage.
READY TO PARTY “Party? Yes, absolutely! I am definitely hosting a post-Covid party to catch up with friends and family, missed celebrations and to generally celebrate life and friendships. I don’t tend to use balloons, but tableware I use often, it tends to be seasonal or themed for example Christmas or a kids party theme.
I’m looking forward to getting back to dressing up, though I must confess we’ve also been dressing up to keep happy and engaged whilst we’ve been at home with our children – the fun must continue. Kids are already a non-issue for us, most research shows kids aren’t contagious so we don’t make them wear masks and we’re happy for them to interact with others. Their mental health and social skills are just as important and Halloween is one great opportunity for that.”
SHARON W, USA
THE SHOW MUST GO ON “There have been many birthdays missed since the lockdown period and most of my friends are definitely planning on making up for the lack of any real social celebrations. Disposable plates, cups and cutlery will be the way forward, although that’s usually the easiest option anyway, but the virus has made us all have to think about hygiene and safety – disposable products fit into that mind-frame very well. These will be essential items for any social gathering I’d say. As far as Halloween goes – fancy dress and attending functions in the future – I don’t have any issue with using fancy dress products or attending gatherings, we have to get back to some place of normality at some point and I’m not fearful of getting out and partying. We just all have to be aware and sensible, but life must go on too.”
EMMA C, UK
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Check out the stunning new tableware ranges and host of fabulous party props, in the NEW Pioneer® Party “Style” collection. Choose from Rose Gold Ombré, Rainbow Ombré, Pink & Gold Dots or Blue & Gold Dots ranges.
See the full collection at www.pioneerparty.com. For information on how to order,contact Pioneer® Europe on +44 1279 501090 or email: pelorder@qualatex.com USA ©2020 PBC SB – PEL2003038
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SPECIAL REPORT: CELEBRATING THE BALLOON
Throughout the global response to the Covid-19 pandemic people have been looking for ways to stay positive and keep their spirits up. Whether for lockdown birthdays, community displays or global record-breaking attempts, balloons have played a crucial part in this, in a number of different ways. PPE takes a closer look at how balloons have bounced back.
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ith national and local media outlets looking desperately for good-news stories amid the Covid-19 outbreak, balloons have been rarely been so visible to the consumer. From the global reach of the One Million Bubbles and Rainbows of Hope campaigns, the fantastic NHS displays which have been taking over front gardens in the UK and the steep rise in balloon deliveries for birthdays and other celebrations, balloon artists and retailers have been continuing to lift spirits as they offer a safe, socially distanced service. Balloons have also been repsonsible for keeping plenty of party businesses afloat over the last few months, with bespoke delivery services offering a lifeline for many party and balloon retailers.
Many of those with an online e-commerce offering have been able to continue offering contact-free deliveries, with balloon bouquets proving particularly popular as consumers look to make lockdown birthdays as special as possible, particularly for children and milestone occasions. Sally Quigg, of Fun Warehouse in Bristol, didn’t offer balloon deliveries before the lockdown was first imposed, back in March. “After about three weeks I spoke to Trading Standards who gave me the go-ahead to do balloon deliveries,” she explained. “That’s made a huge difference and I’ve been able to separate that from the fancy dress side of the business, which, even online, is just a trickle at this stage.”
Left: Pioneer’s social media campaign highlighted the importance of continuing to celebrate at home. Below middle: Pioneer has released a new 24” Rainbow Deco Bubble, which will continue to have many uses even once the current challenges are over. Bottom: An NHS-themed One Million Bubbles display by Mike Hurst of Balloons by Reds.
The Rainbow Effect “This period of lockdown has highlighted the creativity of our industry professionals – the One Million Bubbles and Rainbows of Hope campaigns set off our own #nabasrainbows theme after we shared an informal video tutorial on how to make a duplet rainbow with organic clouds. The results from all our members were beautiful – there were rainbows installed on houses, walls, roofs and in gardens, as well as being featured in many local newspapers celebrating our members’ businesses. With the Easter displays, Clap for Carers sculptures and VE day celebrations, it has been a period of big décor, learning new skills, installation lessons and brightening up the area for those in lockdown. It has also inspired others to have a go, try and create something new and push the boundaries. As an association, NABAS has focused on the positives; providing regular support and resources all for free for the benefit of our members. The rest of 2020 will be challenging for all of us, but we know we are all stronger working together and seeing the spirit of everyone pulling together, to bring smiles and joy to others, is an inspiration to us all.” George Oustayiannis, NABAS chairman JUNE 2020 PROGRESSIVE PARTY EUROPE
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SPECIAL REPORT: CELEBRATING THE BALLOON
Left: Gemar’s ambassadors went all out for the global One Million Bubbles campaign.
The resilience of our balloon “professionals never fails to inspire me. We all know there are tough times ahead, but having this golden time to get all our businesses in tip-top shape and our skills honed will mean we’re in the best place to focus on moving forward. ” Paula Ardron-Gemmell, owner, Pink Tree Parties UK balloon and party wholesaler Balloon World – which also operates as Northwest Greetings – has reported a significant rise in online orders over recent weeks, following an increase in business during the lockdown. “Business-wise I can’t tell you how busy it’s been,” said owner Richard Aylett. “We’ve seen the website sales grow tenfold and as quick as we are getting orders out of the door we are seeing more coming in!” It’s been a similar story elsewhere, as Riaz Issa, owner of Partyland in Portugal explained. “[Throughout the pandemic response] balloons have been in great demand. I have been going out almost daily for balloon deliveries, taking all the precautions and leaving the balloons at the doorstep.” With that in mind, it’s no surprise that balloon suppliers and associations have reacted quickly to the spike in interest in balloon displays, arrangements and bouquets. “Different rules have been in place at different times across Europe and a number of balloon businesses have been able to open and offer contactless deliveries,”explains Anna Hickman, product manager for Pioneer Europe. “We have seen an increase in demand for Microfoil balloons, large numbers and Bubble Balloons as people continued to celebrate Birthdays during the lockdown. ‘Thank You’ balloon sales have also increased.” She continued: “In addition to the balloon-in-a-box style deliveries, airfilled designs have also been trending up. Hoop designs have become more popular, often featuring a combination of organic decor and foil messages and are perfect for use as a door decoration or as a background for a Zoom party.” Of course the rainbow theme has been very popular throughout, with rainbow
balloon designs popping up on bouquets, backdrops and garden décor. Pioneer has added a new 24” Deco Bubble to its Qualatex Rainbow product collection, as well as a number of other positive designs, all of which will continue to have many uses once the current challenges are over. “In terms of customer support, we also developed a range of marketing materials which were translated into many languages and have proved to be very popular with our customers,” continued Anna. “Balloon businesses throughout the world have been using these to help let their customers know that they are open for business and
Marketing Matters “As a trade organisation, BAPIA has always been committed to supporting the industry, especially our members. When the Covid-19 pandemic set in and the lockdown restrictions started, we looked at how we could support our members and we implemented a much appreciated two-month financial support package to help them. We also sourced some free marketing materials to help our members keep their business in front of customers and to keep them updated. Since the lockdown restrictions have started to ease, BAPIA has also invested in paid advertising on main social media platforms to promote UK-wide balloon deliveries by BAPIA Balloon Professionals and the statistics are showing that these have been very successful. Some 26.3K people have been reached to date, with a total of 18.3K people watching the adverts all the way through These adverts can be seen on our Facebook and Instagram pages. Moving forward, I would like to think that the biggest challenge facing our industry will be keeping up with consumer demand! Balloons have become a popular and very desirable product during lockdown and I hope that when larger social gatherings are allowed to take place again, I imagine we will see the demand for balloon décor soar.” John Bowler, BAPIA chairman
able to help them celebrate at home, or deliver gifts, whatever the occasion.” Both the Rainbow of Hope and the One Million Bubbles campaigns have been incredibly successful, spreading cheer, comfort and support during the pandemic and as Amscan’s head of marketing it has been crucial for Jennifer Wilson to engage with the decorator community throughout. “At Amscan HQ, we have really loved seeing the lengths people have gone to as they demonstrate their support for some great causes throughout the time in lockdown,” she said. “During the first two weeks alone, the number of balloon rainbows created were phenomenal and filled our social story highlights rapidly!” “Being tagged in many of these creations has also been a great way to continue to share and engage with retailers and decorators,” Jennifer added. “Watching how businesses have been able to adapt and develop new methods of keeping the party going has been exciting and we cannot wait for everyone to be able to be trading again to expand on this.” Amscan has also introduced some new balloon lines to keep the positivity going, with the ‘Not all Heroes Wear Capes’ design perfect for celebrating keyworkers as we move through lockdown and beyond. Italian balloon supplier Gemar has been particularly active throughout the response to the pandemic, with virtual
Top: The past few months have been a time of creativity for Grabo decorators, including Pink Key Parties’ Paula Ardron-Gemmell. Above: NABAS members Hello Shenanigans created this lovely rainbow sculpture. JUNE 2020 PROGRESSIVE PARTY EUROPE
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SPECIAL REPORT: CELEBRATING THE BALLOON
events and initiatives driving engagement and spreading joy across the industry. “Gemar has always believed in the power of balloons to spread joy,” said marketing manager Clara Vaugelade-Tafani. “From a single balloon clutched in a child’s hand to the biggest display, balloons bring a smile to every face. In the last few months they have been a vehicle for hope and optimism as well as positivity.” The Gemar community responded to the Covid-19 lockdown by throwing themselves into international events like One Million Bubbles, and the Covid Balloon Challenge from the very beginning. “As the weeks went by it became more and more important to connect with each other, and we used a variety of media to achieve that,” explained Clara. “Connecting in real time during live tutorials, creating beautiful sculptures to spread joy in the wider community and simply having fun with social media challenges.” Of course, rainbows featured strongly throughout, with other popular themes including hearts and flowers – all sharing the same goal of spreading positivity throughout the local community, which then filtered through to social media before sparking a wave of positivity that sent ripples around the world. “We love celebrating every moment,
Time To Play “At EBPC, we decided to create a social media campaign called ’16 Days of Play’, a mini-series of indoor related balloon games to enhance research we undertook last year to examine the positive impact that balloons can have on children, delivered by Dr Amanda Gummer (a child psychologist). Not only did this keep parents and children entertained, there was added benefit of social, physical and emotional learning from the games. Alongside this we created the #covidballoonchallenge which was picked up by various people on social media and enjoyed significant traction throughout the industry. We have seen many pictures of balloons and party decorations as with everybody, through the many challenges and events that people have organised,” said Clara. “It’s been wonderful to see everyone getting involved and whatever happens next, we will keep lifting the moment whenever we can.” Speaking as both Grabo’s UK chief of decorators and as owner of balloon business Pink Tree Parties, Paula ArdronGemmell has a unique perspective on the current situation and the part balloons have played in keeping spirits high.
Top left: Pioneer Europe’s Anna Hickman gets excited about EBPC’s #coronaballoonchallenge. Top right: Amscan has a range of positive balloon designs perfect for celebrating keyworkers and showing thanks through lockdown and beyond. Above: A stream of inspirational balloon-related content has been keeping BAPIA members engaged throughout lockdown. Left: Ann Marie Barker entered this rainbow-inspired 16th birthday delivery into BAPIA’s monthly photo competition.
children enjoy their virtual birthday parties but have also seen balloons being used creatively during the lockdown – such as the helium balloon which was tied to a string and sent (safely!) out of an apartment window to a friend upstairs with a special birthday message! We are watching social media carefully to identify how balloons are being used and have certainly seen an increase in pictures of people with balloons as they add a simple way to lift the picture with a splash of colour. These tell a powerful story about people and their relationship with balloons.” Suteesh Chumber, director general, EBPC “At times of crisis our industry always rises to the challenge, be it helium shortages or global lockdown,” she begins. “The past few months have been a time of creativity, with decorators all over the globe having the time to practice new skills and make balloons for pleasure rather than to order. It’s been amazing to have been a part of the One Million Bubbles, Rainbows of Hope and clapping for key workers movements as homes around the UK have brightened up locals’ daily walks with an array of balloons.” With many larger stores closed, Paula reports that customers have returned to independents in their droves, happy to pay the correct (higher) prices in return for excellent customer service, personalisation and attention to detail. “Giant number balloon sales have been massive these last few weeks,” she added. “If only this could continue! We’re hoping that our long-lasting, beautiful Grabo balloons will help us retain these new customers.” In addition to balloon deliveries, sending balloons by post was permitted throughout the lockdown restrictions and Paula also saw a huge resurgence in personalised balloons in a box. Looking to the future, Paula has been working on new designs with Grabo, waiting for lockdown to relax so the new product ranges can finally arrive in the UK. “I’ve also been designing demonstration days for our UK distributors, showcasing how beautiful the new ranges are and how, as decorators, we can upsell Grabo balloons – although goodness knows when that will be!” What the rest of 2020 has in store for the party industry may be uncertain, but the focus thrown onto balloon decorators and artists during the lockdown period has given them a chance to shine, as their creativity has given a much-needed boost throughout their local community at a time when many needed it the most. As they say, not all heroes wear capes... JUNE 2020 PROGRESSIVE PARTY EUROPE
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Traditionally the party industry’s biggest and most lucrative season, Halloween typically sees people coming together to enjoy scaring each other – and being scared – as much as possible. This year of course, there is more at stake than ever, as it looks as if the holiday will be the first major seasonal celebration to take place since the Covid-19 restrictions have been relaxed. PPE checks out how this year’s socially-distanced Halloween is likely to look...
t’s almost impossible to predict what this year’s Halloween will look like, with October currently more than four months away and fresh guidance being issued on a daily basis. While it feels difficult to make plans at this stage, that’s exactly what we have to do. Although none of us can look into the future (although that would be incredibly helpful at the moment), we can make a number of fairly educated guesses about what Halloween 2020 might look like. On the whole people have been remarkably resilient during the period of lockdown, but judging by the impressive reaction to the UK’s VE Day and Easter celebrations,
I
Right: This Googly Eye Bat child’s costume from Palmer Agencies comes complete with mask, plush chest and attached wings and gloves.
Fast Fright
“For this Halloween season we are advising our customers to buy what they need to avoid huge stock risks as we expect that in a lot of European countries the big theme parties will be either cancelled or much smaller. We stock almost the complete Leg Avenue collection and ship almost every order the same day from our warehouse in the Netherlands.” Trudy Pijnacker, operations manager, Leg Avenue Europe 42
Right: Masks are expected to be a popular choice for this year’s virtual celebrations.
there is a significant appetite for coming together and having fun, as people seek a little normality. Those celebrations were succesful even with people continuing to adhere to the social distancing restrictions and simply partying in their front gardens, so – whatever the situation looks like by the end of October – there is no reason that Halloween should be any different. Halloween itself has always been a holiday of two halves, with children innocently trick-ortreating and adults embracing the more debauched side of the season, so while large parties in pubs and clubs are looking increasingly unlikely at the moment (although never say never!) Halloween 2020 will still be worth celebrating. And this year it falls on a Saturday! “Venturing to describe Halloween in 2020 is like using a crystal ball,” laments Palmer Agencies’ sales director Sergio Battaner. “We believe Halloween will happen, but in a different capacity. Out the window are the usual pub and club best-dressed competitions, with packed premises trying to squeeze in as many people as possible.” “As lockdown eases all over the world and we move into a (hopefully) temporary new normality, distances and space are more important than ever,” he continued. “Having said that, we believe that by this point, smaller gatherings will be allowed.”
Balloon Boos
“As retailers across Europe begin to open their doors again, the question facing everyone is how to best prepare for the future. Balloon professionals are preparing their product orders ready for re-opening, so everyone is thinking about how customers will shop and what will they shop for. Halloween falls on a Saturday this year and has the potential to be a big celebration – although it may not be celebrated in quite the same way as before. From a balloon point of view, we would expect many of the trends we have seen rise over the last few months to continue, with a focus on deliverable bouquets and party backdrops. We expect demand for Qualatex Microfoil and Bubble Balloon designs to continue to trend up – while Northstar Boo scripts and letters will help make excellent ‘party at home’ backgrounds for Zoom parties.” Julie Dommett, head of marketing, Pioneer Europe These limited capacity parties will be the primary way that people are able to celebrate, combining the desire to party with the need to play it safe and follow guidelines. “We believe these micro house parties will drive demand of décor and animated props through the roof,” he continued. “As each party will have
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HALLOWEEN 2020
Right: These Beetlejuice costumes are just one of the classic character additions from Amscan’s Warner Bros. portfolio. Below right: This Anagram neon skeleton would make a fun addition to any Halloween display.
to create a bit of atmosphere and ambience, although we are also expecting costumes, masks and make-up to show a spike in sales this year.” He is also positive about the date, pointing out that: “A Saturday Halloween allows most people to join in and will also be excellent for trick or treating! These two driving factors should make this the best Halloween in a long, long time.” Sergio is not alone in his optimism as the industry begins to start tentatively opening up again. Bristol Novelty’s marketing manager, Fran Hales, believes that although this year’s celebrations will undoubtedly be different, there will still be plenty of opportunity for everyone. “We are preparing for it as usual and we continue to bring in new ranges to offer different styles for our customers,” he reveals. “The approach to the day itself maybe different, but there will still be celebrations even if they are predominantly at home.” Fran points out that home decorations will be more important than ever this year as celebrations see a shift in focus towards smaller house parties with family or friends. “We expect the trends from the last couple of Halloweens to continue, so we are stocked with existing Left: Thetru has a great selection of costumes, gruesome decorations and a fantastic range of full-head and half-face masks.
Any Excuse To Party
“We’re really excited about Halloween as this will be the first year we have a full selection available for the UK market,” reveals Jayne Richards, Thetru’s UK sales and marketing manager. “While the effects of lockdown will continue to be felt I think people will throw themselves in to an excuse to once again to be able to celebrate with friends and family, even though it may be a smaller gathering. With holidays and festivals cancelled this will really be the first ‘event’ to be able to celebrate post-lockdown!” To further support independent retailers Thetru will also be offering a range of discount incentives and extended credit for all Halloween and Christmas orders.
Making Halloween Green
Amscan is proud to reveal its exciting new line of 100% sustainable costumes, which are available now in a range of children’s designs, all available in sizes from two to 10-years-old. The six classic designs are made of fully recycled materials (exclusive of trims) and include; Mythical Witch, Skeleton, Neon Reaper, Neon Skeleton, Werewolf and Rose Vampiress. “The packaging is also made from material suitable which can be recycled after use – although it has a secondary function before that, as it can be turned inside out to create a handy trick-or-treat bag!” revealed head of marketing Jennifer Wilson. and new lines to serve our customers,” he continued. “Our focus is to help the high street recover in the build-up to Halloween. We have always valued the custom of our bricks and mortar retailers and will do all we can to support them as they re-establish their trade after a difficult period.” He added: “Having seen major retailers reduce their Halloween allocation last year, this could present more of a market share when it is needed most. We encourage our customers to get in contact and find out what we can offer them as we are determined to support their businesses.” Amscan is similarly positive about this year’s Halloween, to the extent that it has launched its first ever fullyrecycled costume collection in time for the celebrations (see box out). “Despite being uncertain of how the government guidelines will affect our Halloween celebrations we are sure that people will still be celebrating in one way or another,” said head of marketing Jennifer Wilson. “We’ve seen birthday parties and other special occasions continue to be celebrated during the pandemic, with people creating their own virtual parties
at home. That might be an option for Halloween 2020 as well, with virtual costume competitions and fabulous backdrops for the Saturday night quiz... and there are lots of options for sociallydistanced trick-or-treat celebrations, from selfie stations to treat trays!” Licensed offerings continue to be popular for Halloween costumes and Amscan has expanded its product range even further for 2020. Classic character additions include icons from the Warner Bros. portfolio, such as Beetlejuice, The Riddler, Bane and The Joker, as well as newer icons such as Dustin and Eleven from the hit Netflix series Stranger Things. A new range of Peppa Pig Halloween costumes are perfect for younger children, who can choose from a skeleton, a witch, a pumpkin tabard or a cape kit. “We love our partyware collections and cute Halloween balloons as well,” added Jennifer, having the final word. “Who says Halloween has to be scary. We think most people are ready to readjust to a new normal and get more creative with it. Fortunately, our industry is full of creative folk, all ready to adapt and find new ways to celebrate!” Below: The latest family costume collections from Smiffys are ideal for creating the right mood.
Bring The Party Home
“We’re anticipating a great Halloween, celebrations will be big due to the pent-up need to have fun – and we’ll be bringing the party home! We will be supporting our trade customers as they reopen in the coming weeks with Back To Work packs to help with social distancing and sales promotions in their stores. We know they will be feeling nervous but they’re not alone – we’ll be here to help give them the confidence to not only operate in a safe environment, but we’re providing the tools to reactivate customer purchase.” Dominique Peckett, director, Smiffys
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JUST FOR THE SCREAMS
A mscan has developed a new range of Peppa Pig Halloween costumes, with four designs to choose from, for children from 12 months to six-years-old. This cape kit includes a matching eye mask and trick or treat bag!
Pioneer Europe expects scary themes and displays to be enhanced by the new Black Jack and Glitzy and Glam Bat large foil shapes.
T hese cute new Anagram balloons show a different side to Halloween with fun imagery and an alternative colour pallet. The Supershape and coordinating standard foil are available to pre-order now. T he new Boneshine Fever range from Amscan will provide the perfect background for any event, helping to create a perfectly dark and spooky atmosphere.
A new Halloween confetti balloon arch pack from ITI (UK) is ideal for the many parties and celebrations which will be taking place in the home this Halloween season.
T he Halloween Glam Bats and Ghosts foil and the adorable 14” airfill Balloon Dog Skeleton, both Qualatex, are perfect for more quirky and child-friendly affairs.
C lassic licensed character additions from Amscan include icons from the Warner Bros. portfolio, including Beetlejuice, Bane, The Joker and The Riddler, all available in both child and adult sizes.
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T hese Northstar ‘Boo’ scripts and letters from Pioneer Europe will help make excellent video backgrounds for Zoom parties.
Gemar’s Halloween collection is being hailed as the creepiest yet thanks to taking the latest trends and adding an innovative Gemar twist!
Latex masks and creepy puppets are just a few of the new Halloween lines available from Haza.
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HALLOWEEN 2020
Twinning is winning! These matching mother and daughter carnevil clowns from Bristol Novelty are ideal for family trick or treaking and house parties. Get ready for the sweet taste of death, with this latest addition to Palmer Agencies’ make-up and special effects collection. The black mouth dye is also available in red and both taste of berries.
In addition to the classic six pack of Halloween party masks, Star Cutouts also has the perfect prop to scare away any trick or treaters that get too close, with these Annabelle and Pennywise standing cutouts.
Making Halloween cute is this Cotton Candy Clown toddler costume from Palmer Agencies, a beautiful and fun pastel pink costume that includes jumpsuit, collar and matching hatband.
With costumes increasingly offering a wide range of different options for consumers, this Voodoo Doll from Thetru is ideal for anyone looking to embrace that Halloween magic.
Making Halloween a truly family affair, this Day of the Dead-inspired suit and giant skull mask is available in both adult and children’s sizes is available from Smiffys.
This dapper clown from Bristol Novelty is an ideal modern take on the classic scary clown costume and comes complete with mask.
Leg Avenue Europe has a wide range of Halloweenthemed costumes, make-up and accessories, perfect for bringing out the baddie in your customers.
Masks are expected to be particularly popular this year for some reason.... This gruesome latex overhead mask from Thetru should do the trick.
Taking Halloween fashion to the next level is this adult/ child combo from Smiffys, which perfectly blends the princess aesthetic with Halloween styling.
Another classic animated Halloween prop from Palmer Agencies, this 1.8m tall Tug-Of-War Clowns animated figure features sound, movement and lights, all thanks to a simple motion sensor.
With the return to the screens of this classic character in October 2020, Michael Myers masks are expected to be highly sought after. This limited-availability mask is available to pre-order now from Palmer Agencies.
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Thetru
makes the
id fference
For all enquiries please contact Jayne Richards on 07851 803536 or email jayne@thetru.nl
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COLUMNIST
Above: Babita Devi, director of marketing company bStratgeic.
Opportunities in a Virtual World
“W
hen you think of marketing, often the thing that springs to mind is external marketing – attracting new customers. The truth is that internal marketing, or nurturing your relationship with existing customers, is just as important. After all, if 80% of your revenue comes from 20% of your clients, then supporting that 20% has to be a good use of your time! DIGITAL REALITY While people are staying at home, they are spending more time using digital media. Scrolling social sites from LinkedIn and Twitter to Facebook and Instagram and looking for news, games and ways to keep themselves and their families busy. This is a useful opportunity for businesses to engage with their audience, turning them from occasional customers into loyal fans. While a pandemic obviously brings devastation and heartbreak, it has also seen some good as people pull together to support each other and form communities, both locally and nationally. These joint efforts build relationships, creating a bond that isn’t easily broken. After all, everyone likes to feel that they are a part of something bigger, something meaningful. Competitions, challenges and live tutorials on social media are all great ways to catch attention and get people engaging. Not just with your business but with each other as well, building a community around your brand. The key is to understand
and relate to what your customers are currently going through. Aim to support them in a way that fits with your brand, both through free content and in developing new products. A VIRTUAL WORLD The world seems to have turned virtual almost overnight, which is a huge challenge for an industry that relies on people gathering together. The thing to remember is that consumers still want to mark those important milestones, even if they have to do it differently. From drive-by birthdays with waving and goody bag to baby showers on Zoom, there are plenty
PLANNING AHEAD Sometimes we get stuck in the same old patterns of operation within our business and every day is a repeat of the last. There’s no time for planning and business can become stagnant. This might be an ideal time to take a step back from your business and think about the big picture. Where would you like your business to be three years from now? Give yourself time to really think about that, daydream and imagine how you would like life to be. When the going gets tough, it’s our vision that keeps us going, so make sure this inspires you. Once you have your vision, break it down into key goals that you need to achieve over the next 12 months and then even further into what you need to work on over the next three months. What could life look like on the other side of what is currently a challenging situation? What could you be working on today that moves you towards the vision you have for your company and your life? All you have to do is take that first small step, then keep going!
“
There’s no denying that this is a difficult time for the party industry. People simply can’t throw huge parties or gatherings the way they used to and that’s obviously going to have a big impact. Luckily there are still things you can do, even from your laptop at home, as marketing and party expert Babita Devi explores.
of creative ways to celebrate. Being a part of this might prove a vital opportunity, particularly for retailers who can make it easy for consumers to find what they need and order online. Could you offer everything needed for a drive by party in one box? Perhaps you could wrap pink or blue party poppers with a few other goodies and send one to each guest for a virtual gender reveal? In a world where so much has been cancelled or altered, injecting some fun and positivity is a truly valuable service and one that will not be forgotten.
Below: Lockdown celebrations have typically taken place via screens. Left: Drive-by birthdays have become a fun way to celebrate without breaking lockdown restrictions.
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