Progressive Party September October 2020

Sept/Oct 2020

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CONTENTS

What’s inside: SEPT/OCT 2020

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43 NEWS

The latest happenings from the party trade

LETTER FROM AMERICA Ed Avis’ words of wisdom

SPIRIT HALLOWEEN 37 years of spooky success

SUPPLIER FEEDBACK Hopes for Halloween

RH SMITH & SONS

Smiffys on Bringing Halloween Home

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RETAIL FEEDBACK

Predictions for the high street at Halloween

HALLOWEEN SPECIAL

The costume party...

HALLOWEEN SPECIAL Props and home decor

HALLOWEEN SPECIAL

No home party will be without balloons

MARKETING MATTERS

How retailers can scare-up sales

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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

The home of exhibitions The home of exhibitions The home of exhibitions The home of exhibitions

The home of market leading trade awards The home of market leading trade awards The home of market leading trade awards The home of market leading trade awards

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

ISSN 2058 797X

Welcome to the Party In any other year, getting in a good stock of costumes and some spooky decorations in the run-up to Halloween would be the first thing most retailers would take care of as they put their plans in place for the big day. However, this is 2020 and so as we know by now all bets are off.

This year has played out a little differently, with recent second-wave Covid-19 restrictions putting a halt on the Big Recovery Halloween so many of us were hoping for and with so many different restrictions in place across Above: Progressive Party Europe’s the UK, Europe and the rest of the world, it’s almost Rob Willis and Jacqui Parr. impossible to predict what consumers will actually be able to do on Saturday 31 October.

At the time of writing, it is wholly unclear whether trick-or-treating will be possible, with some regions even talking of banning it outright – although Los Angeles climbed down from an outright ban following the public outcry after just one day!

What is clear is that parents and children who have been looking forward to Halloween after a hugely difficult year are unlikely to be put off by further restrictions as they seek to maintain an element of normality. Mini house parties and socially distant street gatherings – think VE Day with fake blood – will still be taking place and decorating the house and getting all dressed up are the perfect way to ensure that the spooky magic is kept alive, creating instant fun and adding a little Halloween magic for anyone celebrating at home.

Many consumers who had been looking forward to making the most of the Saturday Halloween are now making plans to celebrate Halloween at home instead, with spooky decorations and partyware taking centre stage.

With this in mind, a number of associations and suppliers have been publishing a range of tips, tricks and advice aimed towards those who wish to dress up and continue with the trick or treating tradition safely. In the UK that means working within the latest legislation: to only go out in smaller groups of six or less, step at least 2m back from the door and use hand sanitiser frequently.

In the US, the HCA has launched a microsite (halloween2020.org) designed to help US consumers assess the current risk level in their local area before making Halloween plans, whle the NCA has launched a ‘Help Halloween Happen’ campaign, aimed squarely at helping retailers drive interest in their local communities.

There is already a strong ‘shop local’ sentiment in the air this year because of Covid and party and costume retailers who can capitalise on that and engage local consumers have a real opportunity to do well this year.

Obviously, there are still countless unknowns ahead, but the one certainty is that Halloween spirit is still very much alive and that Halloween at home is well and truly on track for success this year, despite trick or treating, gatherings and larger parties seemingly being off the cards. While retailers and suppliers have been hard at work developing alternate ways for people to enjoy the celebrations (while remaining safe, of course), we at PPE have torn up the rule book for this issue of the magazine.

We’re talking about Halloween, you’re talking about Halloween – let’s face it, even our politicians and legislators are talking about Halloween! So we decided not to pretend otherwise and so this issue is entirely, 100% dedicated to this year’s spooky celebrations, with product focuses and interviews all helping to build a picture of what 31 October will really be like this year.

After all, with so many questions still surrounding the pandemic and how the health crisis could continue to impact plans over the coming weeks, only one thing is for certain; Halloween 2020 promises to be a once in a lifetime experience.

Let’s hope it’s a good one.

@Prog_Party_Eu

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Reap the rewards of NABAS membership Training

Protection Business Promotion

Supplier Discounts

Community Support

NABAS is the original and credible trade association for the balloon and party industry in the UK – representing balloon and event decorators, retailers and manufacturers.

NABAS membership includes the industry’s most comprehensive liability insurance package with 24/7 legal advice helpline.

Join NABAS today for less than 50p a day

Visit www.nabas.co.uk/ nabas-membership for full details.

NABAS membership provides a host of other benefits designed to support and promote your business.

NABAS is owned and run by its members and a voluntary committee who continue to raise the bar and champion best practices and excellence. All profits are reinvested back into the association.

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Telephone: 01787 221026 Email: info@nabas.co.uk www.nabas.co.uk

Social icon

Circle Only use blue and/or white.

For more details check out our Brand Guidelines.

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NEWS PAGE

NEWS UPDATE HCA announces Halloween safety guidelines The US-based Halloween & Costume Association (HCA) has launched a targeted national campaign to encourage the celebration of Halloween while ensuring a safe, fun and memorable experience for all. Guidelines and resources have been created to help families across the US celebrate Halloween safely this year, in the light of ongoing Covid-19 restrictions.

The campaign – Halloween Like We’ve Never Seen! – has developed resources such as a colour-coded Covid risk level map (provided by the Harvard Global Health Institute) which provides regional Covid risk level.

Each risk level comes with a set of Halloween Safety Guidelines for the 2020 season, created in

alignment with the Center for Disease Control’s (CDC) social distancing guidelines.

These guidelines and the fully interactive map are now live on Halloween2020.org, with other features including social distancing suggestions, celebration alternatives and a Safe House Pledge (a certificate designed to reassure trick or treaters that proper safety measures are in place).

“In 2020, almost everything in our world has changed, but not our love for Halloween,” said Kevin Johnson, HCA chairman and chief excitement officer at Elope. “We are on a mission to ensure the safest Halloween celebration possible this year and

want to make sure families and communities have access to the best, up-to-date guidance that prioritizes community safety.”

“The colour-coded map developed by the Harvard Global Health Institute, along with our guidelines and additional website resources, can help ensure families find fun, yet safe ways to celebrate this season.”

For more information, visit halloweencostumeassociation. org or Halloween2020.org Above: The HCA guidance has been designed to provide the information and advice that people need to plan for Halloween activities.

Party names make the shortlist in Progressive Preschool Awards 2020 Some familiar names from the party industry are in the running for accolades at this year’s Progressive Preschool Awards, with dress-up lines from both Smiffys (Spot the Dog costumes) and Amscan (Very Hungry Caterpillar costumes) in the running for Best Preschool Apparel Range.

The finalists list was

successes of the past 12 months.

The online awards event will be taking place on Tuesday November 12, moving to an evening slot to allow guests and sponsors to fully enjoy the event.

Visit PreschoolNews.net for more information.

confirmed at the end of September, at the same time that it was revealed that the awards will be moving online this year, enabling the industry to continue celebrating the

NCA Halloween campaign bolstered by sponsorship support With the uncertainty surrounding this year’s Halloween celebrations, USbased costume association the NCA (National Costumiers Association) has launched a Help Halloween Happen (HHH) campaign, designed to help boost Halloween sales for its members.

The multi-pronged campaign starts with the NCA Guide to a Safe Community Halloween, which will help NCA members work with their local authorities to stimulate Halloween celebrations in their communities.

The campaign has been bolstered by the financial support of eight core National Costumers Association (NCA) supplier members: Morris Costumes,

For the latest news visit PartyWorldwide.net

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Disguise, Dreamgirl, Ellie Shoes, Ghoulish Productions, Seasons, Graftobian and Zagone Studios.

“Halloween will happen, of course, no matter what the virus is doing come late October,” said NCA executive director Ed Avis. “But we’re hoping that a little extra effort on our part can help make the holiday as profitable for costume businesses as possible this year.”

Any other suppliers who would be interested in supporting the campaign should get in touch with Ed on executivedirector@ costumers.org.

Dates are set for virtual Halloween & Party Expo 2021 The dates have been set for next year’s Halloween & Party Expo, which will be taking place in a digital capacity, from Tuesday 19 – Thursday 21 January, 2021.

Originally scheduled to take place in Dallas from 22 – 24 January, the Halloween & Party Expo will instead offer a virtual experience, with new products, personalised recommendations and the opportunity to take part in video meetings and conferences.

Based on visitors’ interests, searches and needs, the H&P Expo online platform will also be able to recommend new companies and products to help discover new connections. The option is also open to take part in video meetings, message, live chats and product demos via the brand new virtual platform.

“We have been talking with retailers and exhibitors over the past few months and we know the impact Covid-19 has had on our communities and your business,” said Marni Golden Vinci, show director of H&P Expo. “However, we always return to the strong, futureproof tradition of Halloween and the joy and celebration it brings.”

Learn more at www. halloweenpartyexpo.com

BAPIA fills training gaps In order to fill the gaps left by the lack of formal training opportunities since March, BAPIA has been offering a range of free webinars to its members.

The webinars have been covering a wide range of topics, from social media and creative marketing, to innovative balloon designs from some of the best instructors in the industry such as Jackie Ochitwa and Chris Adamo.

These exclusive webinars will be continuing for the foreseeable future, covering a range of practical and hands-on topics, with upcoming tutors including Melanie Allen and Amscan's Chris Horne.

All webinars are recorded and made available for BAPIA members to view at a later date.

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halloween

2020 celebrated and styled your way!

Tag us in your images @amscanuk pre-order now www.amscan.co.uk

©Amscan 2020, ©Anagram 2020. All Rights Reserved.

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PARTY NEWS

Los Angeles drops ban on trick or treating this Halloween Less than a day after issuing new health guidelines that banned trick-or-treating and other Halloween activities, Los Angeles County public health officials recalled their decision to ban trick-or-treating this Halloween, amid a public outcry.

The Los Angeles County Department of Public Health had initially announced that trick-ortreating would be banned due to 'difficulties in maintaining proper social distancing on porches and

to ‘identify safer alternatives’.

However, L.A. County Supervisor Janice Hahn said that, “even a pandemic can’t cancel Halloween.”

“In fact, it’s the only day of the year we were expected to wear masks before this crisis started,” she said. “Be safe, practice physical distancing and get creative about how you celebrate with your kids this year.”

at front doors'.

Following a number of complaints from the community, public health director Barbara Ferrer has since announced that the guidelines have been revised and that trick-or-treating is now 'not recommended’. Other Halloween traditions, including house or garden parties, haunted house attractions and all other forms of live entertainment, remain banned, with officials declaring that there was a need

Right: The LA public health department retracted the trick or treating ban.

Party names in shortlist for Licensing Awards 2020 The eight Dress-up or Partyware finalists in The Licensing Awards 2020 product categories have now been named, following an in-depth online judging process. This year’s winners will be unveiled at a digital event which is taking place on the evening of Wednesday 16 December and is expected to attract a huge global audience. "“This may not be a ‘normal’ year,” said Jakki Brown, joint md of Max Publishing, which owns and organises The Licensing Awards, “but that just makes it all the more important to mark the positives, and being a finalist in The Licensing Awards is certainly a good reason to smile.”

The Dress-up or Partyware finalists are:

Spielwarenmesse postponed until summer 2021

■ The Addams Family Dress-up from RH Smith & Son ■ Disney Princesses Dress-up for George@Asda from Christys By Design ■ Harry Potter Party Range for Primark from Amscan ■ The Joker Suit from OppoSuits ■ Miraculous Dress-up from Rubies ■ Peter Rabbit TV Dress-up Range for George@Asda from RH Smith & Son ■ Trolls 2 Dress-up from Amscan International ■ The Very Hungry Caterpillar – Butterfly Dress-up for George@ Asda from Christys By Design ■ The World of David Walliams Dress-up from RH Smith & Son

Spielwarenmesse 2021 – originally scheduled to be taking place from 27 to 31 January 2021 – has been postponed until summer 2021.

The event has been postponed as a direct result of the persisting Covid-19 pandemic and in response to ‘the increasing number of infections and further travel restrictions’.

“The significantly changed framework and the concern for the health of all involved parties mean that it will be difficult to hold Spielwarenmesse at the end of January with the quality you are used to,” read a statement from show organisers Spielwarenmesse eG. "Developments in recent weeks have led to major concerns among exhibitors and visitors about taking part in an international fair.

“We very much regret the decision to postpone the Spielwarenmesse 2021,” said Ernst Kick, ceo of Spielwarenmesse eG. “I’d like to thank everyone who joined us on this path, and I feel sure that the improvements we have made will benefit all future events and appearances.”

New dates for the Spielwarenmesse 2021 will be announced shortly.

NABAS launches festive campaign Balloon and Party Professionals Association (NABAS) has launched a brand-new Christmas campaign to encourage customers to ‘buy local’ and with confidence.

NABAS members are being provided with a series of assets that they can customise with their own logo and imagery, part of several initiatives designed to help the industry recover after the hiatus in trading earlier in the year.

“The festive season is extremely important to the balloon and party industry and with anticipated restrictions on party size numbers and social gatherings, NABAS continues

to think on its feet to support its members over this period,” explained chairman, George Oustayiannis. “The support mechanism we have in place is consistently evolving, based on the wants and needs of our members.”

Members will also be given full support both on and offline, with social media workshops and discussion groups helping them continue to grow their businesses during what could be the most challenging festive season for retail in decades.

UK restrictions place question mark over Halloween celebrations Further Covid-19 restrictions in the UK have placed a question mark over Halloween, following the nationwide implementation of the Covid-19 ‘Rule of Six’ restriction, which precludes more than six people from meeting at any social gathering.

It is unclear how long the Rule of Six is expected to last, but – in addition to a number of local lockdowns in badlyaffected areas – it is expected to cast a shadow over plans which were being put in place for this year’s Halloween celebrations.

The new restrictions on social gatherings apply both indoors and outdoors and a number of Halloween festivals and events across the UK have already been cancelled.

However, advice has also being published for those who still wish to go trick or treating within the new legislation: to only go out in smaller groups of six or less, step at least 2m back from the door and use hand sanitiser frequently.

The Mandalorian launches full blast with new Rubie’s costumes Rubie’s is taking retailers to a galaxy far, far away with its remarkable new range from the epic Disney+ series, Star Wars:The Mandalorian.

“We are incredibly proud of our strong stable of licences and are delighted to continue supporting our retailers with the latest major franchises in the world,” said cco Mike O’Connell.

“The Mandalorian is a hugely successful series with a massive fan base from Lucasfilm‘s Star Wars franchise and – with Season 2 streaming on 30 October – the timing couldn’t be better for us to launch our new range.”

Below: The professionally designed assets are available to download now, with further assets being launched for upcoming key dates, including New Year’s Eve.

Above: The Mandalorian range is available to pre-order now, in both adult and children's sizes.

For the latest news visit PartyWorldwide.net

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®

Celebrate with Festive Friends!

NEW Winter Catalogue Order Online Now!

®

Winter 2020

®

©Amscan 2020, ©Anagram 2020. All Rights Reserved.

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PARTY NEWS

Disguise reveals plans for UK market Party stalwart Tony Lewis joined US costume supplier Disguise as UK sales director just weeks before Covid-19 restrictions came into play, with the aim of opening up the UK market thanks to a fantastic array of exciting and new licenses for 2021, including an extended Hasbro deal (see news page 17) and a new LEGO Star Wars collection.

“It’s a fantastic opportunity,” said Tony, “and I'm looking forward to positioning Disguise as a key UK dress-up player.

Obviously the last few months have been really tough, especially not being able to physically meet customers and develop products together, but everyone seems to accept that video conferencing calls are the new normal.”

The Disguise team has been meeting regularly via video conferencing, and as such have continued to present their ranges and line reviews over the past six months.

“We have big plans and are attacking all levels of retailer with product ranging from basic through to super prestige,” Tony explained. “We have a number of new deals, including the exclusive rights to market and distribute all of the fantastic Hasbro properties for 2021 and the LEGO Star Wars deal, as well as some other amazing new licences

Above: The first ever LEGO Star Wars fancy dress collection is available to order now.

which will be announced soon.”

The first ever LEGO Star Wars deal includes a children's line of LEGO minifigure-style character costumes and will be sold across the US, Canada, Australia, New Zealand and Japan.

Christmasworld 2021 moves to April date Christmasworld 2021 will now be taking place from 17 – 20 April 2020, as part of a one-off joint event with Paperworld and Ambiente in Frankfurt.

The new B2B event will be known as the International Consumer Goods Show – Special Edition and will be supplemented with an online programme of Consumer Goods Digital Days.

The decision reflects the tightening of travel restrictions by governments and companies as the worldwide pandemic continues to develop, as around 85% of exhibitors at the three shows travel to Frankfurt from abroad.

“The trend-oriented order cycles of the consumer goods industry require an annual event at the beginning of the year,” explained Stephan Kurzawski, member of

the management team at Messe Frankfurt.

“The merging of Ambiente, Christmasworld and Paperworld… offers all participants the opportunity for business meetings, ordering and networking in Frankfurt and is the best answer to the current challenges.”

Smiffys secures £20m for global expansion Lincolnshire-based fancy dress and party expert Smiffys has secured a £20m NatWest boost in order to help its expansion into the global market.

Based in the UK, the family-owned business currently sells to retailers in 42 countries, via distribution centres in China, Germany, Australia and the US. The funding package will allow Smiffys to continue expanding and developing the business in all markets.

“We are delighted to have re-banked with Natwest as they are a bank that truly understood, and were able to facilitate, our UK and international growth aspirations,” revealed director Elliott Peckett.

“The fact that Smiffys were the final re-banking deal that Natwest commenced prior to Covid-19 and signed after lockdown speaks volumes about their confidence in our business,” he continued. “We are looking forward to achieving our ambitious growth plans with their support.”

For the latest news visit PartyWorldwide.net

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Amscan takes the lead on consumer trends Party and costume Above: Amscan has supplier Amscan launched a brand new has taken the lead collection of fashioninfluenced lines. on consumer trends this Halloween with a trade focus on some of the key fashions being seen across Instagram and other social media sites.

Taking its lead from high street fashion and styling, Amscan has broken away from traditional fancy dress design and marketing, with a ‘Hallow-Queen’ mailer titled ‘Let’s Slay Witches’. The campaign asks consumers to tag @AmscanUK in their Halloweenstyled images, creating an online catalogue of inspiration and ideas.

Aimed squarely at generation z, the collection includes slogan t-shirt dresses and printed bodysuits which add a simple but effective Halloween touch to any wardrobe.

BAPIA embraces new look for social marketing campaign Now in its tenth year, BAPIA – the Balloon And Party Industry Alliance – has given its logo a fresh new makeover for 2020, for members to use in their marketing and social media.

“We were very happy with the original logo ten years ago and it has worked very well, but we felt that it was time for a bit of an upgrade,” said chief executive John Bowler. “BAPIA is a pro-active industry organisation that works for its members and we are constantly striving to ensure that we are an industry leader. We wanted our logo to reflect that, while we move forward our core values remain the same, so we have made the logo more contemporary while maintaining the basic design.”

The logo is available for members to use either in its basic form with black or white lettering. They will also be receiving some new ‘Proud Member Of BAPIA’ signs which are ideal for shop windows and vehicles, increasing awareness of both BAPIA and its professional members.

Below: The new BAPIA logo has kept the same basic design with a more contemporary look and feel.

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PARTY NEWS

Festival of Licensing now open for business The large scale virtual gathering Festival of Licensing – the new home of global licensing trade show Brand Licening Europe (BLE) – is taking place from 6 – 19 October, 2020. The four-week large scale virtual gathering will be the most inclusive global licensing event to date, building on the momentum of June’s Licensing Week Virtual.

The brand new digital gathering is being hosted by the Global Licensing Group (the team behind Licensing Expo, Brand Licensing Europe, Licensing Expo Japan and Licensing Expo China) in

partnership with industry trade association Licensing International.

Attendees can choose to attend any or all of the Festival’s three regionally tailored events for Europe, Asia and the Americas, as well as the Licensing Leadership Summit.

The event platform allows visitors to search the exhibitor list and pre-book meetings through the Festival Matchmaking Service. It also includes a timetable of content available on the Live Stage, Community and Wellbeing, after hours and retail programmes.

“We are so excited to have such incredible brands, campaigns, products and individuals on the Festival of Licensing content programme,” said Anna Knight, vp licensing at Informa Markets. “The depth and breadth of topics being covered in-region and being made available globally is just phenomenal.

For more information, or to register and book meetings for free, head to www. festivaloflicensing.com.

Smiffys launches Peaky Blinders costume collection Fancy dress and party expert Smiffys has launched a officially licensed Peaky Blinders costume collection.

The multi-award-winning hit series has a dedicated fan base and the popular brand shows no signs of slowing down, with Peaky Blinders themed parties taking place across the UK for the last few years.

“We are very excited to launch the officially licensed collection of Peaky Blinders costumes, masks and tableware,” said trade marketing manager Sharon Poulter. “We’re sure fans will be as keen as we are to dress up as their favourite character from this epic gangster drama.

Who doesn’t want to be a Shelby this Halloween!”

David Blaine’s balloon stunt grabs headlines HalloweenCostumes.com says Magician and endurance performer David Blaine has successfully business is ‘almost back to normal’ performed his first new stunt in a decade, which saw him floating

Business is ‘almost back to normal’ following a number of difficult months, according to US-based ecommerce retailer HalloweenCostumes.com.

A spokesperson for the online costume business revealed that business is almost back to normal business now, after numbers being down by 32% at the height of the pandemic. However, the company has made significant ground since then, with sales now down by just 1% compared to last year at this time.

The company is optimistic that sales will remain solid in the lead up to Halloween.

almost 25,000ft above the Arizona desert, holding onto nothing but a bunch of helium balloons.

David has been working on the challenge – called ‘Ascension’ – for some time, in the hope of capitalising on the goodwill and positivity that balloons bring.

The succesful stunt, which took place on Wednesday 2 September, used 52 oversized helium-filled balloons and was live-streamed to millions via his official YouTube channel.

Below: The balloon-based stunt has already had over 21,000,000 views.

NABAS helps party businesses survive and thrive During 2020, NABAS (The Balloon and Party Professionals Association) has responded to the changing and urgent needs of its members in a number of different ways; from providing assets for shopfloors to support social distancing to offering additional training in digital marketing, social media representation and promotion. Flexible membership options were also offered to enable those hit hardest to retain the benefits of NABAS membership.

Members can now begin to look forward to a number of initiatives which have been designed to ‘raise the bar’ and install consumer confidence over the coming months.

“The professionalism of our industry is more important than ever to reassure the public that their chosen business is following every step to minimise risks whilst being fully insured and adhering to all government guidelines. Being a member of NABAS highlights this protection and credibility,” said chairman George Oustayiannis.

Run by members for members, NABAS is a non-profit trade association, with all profits being ploughed back into organisation as it seeks to support an industry that brings positivity and celebration to the lives of a nation facing uncertainty.

Rubie’s UK opens state-of-the-art design studio in Leeds Fancy dress and costume company Rubie’s has opened a stateof-the-art design studio in Leeds, UK. Following the recent launch of its new e-commerce website, Rubie’s has announced another major asset investment to its ever-growing creative stable. The new design studio is based in Leeds and will play home to the Rubie’s UK design team, comprised of both fresh and experienced and young talent to help take the brand into a new era.

“I’m delighted to announce the opening of our new Leeds design studio,” said Mike O’Connell, coo. “It’s the latest in our continued investment in the UK business and underpins our commitment to providing unparalleled creative and imaginative product.”

“As our industry continues to navigate the Covid world and the challenges that brings, here at Rubie’s we’re thinking outside the box and advancing our operations with technology and infrastructure, while delivering a workspace for our best in class creative team to thrive and our customers to enjoy.”

For the latest news visit PartyWorldwide.net

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PARTY NEWS

Party City survey shows 96% of parents intend to celebrate Halloween A survey conducted by American retail group Party City last month shows that 96% of parents plan to celebrate Halloween this year, while 70% are seeking alternatives to traditional trick-or-treating.

In response to this, the party goods retailer and Halloween destination is calling on consumers to rewrite the rule book this year, with the focus remaining on celebrating safely and doing the right thing for each individual set of circumstances.

The survey also looked at some

Disguise expands Hasbro partnership into Europe American costume company Disguise has renewed and extended its licensing agreement with Hasbro for a further three years, while also extending the North American rights into Europe.

The agreement will see Disguise design, market, manufacture and distribute Halloween costumes and costume accessories for powerhouse kids brands such as Transformers, Power Rangers, My Little Pony, G.I. Joe, Hasbro Gaming and others.

Popular children’s properties Peppa Pig and Ricky Zoom (both from eOne) will also be available from Disguise from next year. These costumes are expected to be a major hit for Halloween 2021 as the successful franchises continue to grow their consumer product range. ““We are proud of our long-standing collaboration with Hasbro,” said Tara Hefter, evp and gm of Disguise.

“We look forward to our growing relationship with Hasbro and to bring these incredible characters to life year-after-year.”

More than half of those who answered the survey also plan to drop Halloween goodie bags at doorsteps as a contact-free way to surprise friends and loved ones – in costumes, of course.

Party City experts have also analysed pop culture, movie and fashion trends to reveal the top costumes for this year's celebrations, with gamerthemed costumes and 'everyday heroes' coming in just behind the most popular category of classic 'slasher' characters.

of the biggest trends expected to be seen across the US as we approach the spooky season.

It is widely expected that this year will see a rise in Halloween home décor and party supplies, with 63% of respondents planning to host celebrations at home this year.

Conversely, 68% will be heading out to any neighborhood parades and events which are able to take place, which are expected to include drive-by trick-or-treating and other socially-distanced neighbourhood gatherings.

‘Bounce Back’ plans in place to help UK retail sector New measures are being put in place by the UK government to help the retail sector recover from the effect of the Covid-19 pandemic, including support for developing online retail channels both in the UK and internationally.

The plans reflect the massive expansion of online retail over the past decade and its acceleration this year in particular.

“We recognise that coronavirus has brought challenges to many industries, not least the consumer and retail sector, where so much

depends on face-to-face interactions,” said export minister Graham Stuart MP. “This package of support will give businesses the helping hand they need to adapt their methods and thrive in the future.”

He also outlined long-term support for the retail sector with potential export opportunities arising from trade deals being negotiated with the US, Japan, New Zealand and Australia.

Left: Graham described the retail industry as a 'key pillar of the UK economy'.

Premium launches second social media campaign Following the success of its recent competition, American balloon accessory company Premium Balloon Accessories has launched a second global social media campaign to highlight the benefits of its balloon inflators.

After the success of the first prize draw, which was won by Tatiana Bezvykonnaia in Germany, Premium is now offering balloon artists the chance to win a Premium Smart Twist inflator.

To enter, balloon artists and entertainers simply need to post a picture one of their own designs containing at least one modelling balloon on Instagram, along with the hashtag #inflatedwithpremium before midnight on Monday 30 November.

Full terms and conditions can be found online at www. premiumballoon.com

Online marketplace sees almost 900% surge in UK Halloween searches Online marketplace Notonthehighstreet.com revealed an almost 900% increase in searches for Halloween at the start of September, according to its commercial director Leanne Osborne.

More than 5,000 small businesses currently sell their products on Notonthehighstreet.com, which

sees this surge in Halloween searches – an increase of 889% – as an unmissable opportunity for small businesses across the UK. “With Halloween falling on a Saturday this year and the pandemic forcing us to look at alternative options to the traditional trick or treating, Notonthehighstreet has seen a huge spike in interest in all

For the latest news visit PartyWorldwide.net

News_PPE_Sept Oct 2020.indd 17

Below: This season’s strapline – ‘You Boo You!’ – reflects the fact that this year will be a Halloween like no other.

things connected to 31 October and we predict that Halloween 2020 will be the biggest ever,” said Leanne.

“Halloween is already in our top five customer search terms,” she continued, “and we are seeing a weekly increase in interest in the category of nearly 900% – levels we would normally expect the week before Halloween itself.”

PEOPLE NEWS T Dress-up and party supplier Smiffys has announced two exciting personell changes, with Sharon Poulter promoted to the role of licensing and marketing manager and Chris Isitt welcomed onboard as an independent consultant.

T American party retail group Party City has appointed two new independent directors to its board; Jennifer Fleiss (cofounder of Rent the Runway) and Joel Alsfine (former partner at MSD Capital). Morry Weiss will be retiring from the board.

T Halloween expert Palmer Agencies has reinforced its sales team in the UK with the appointment of Raymond Nedas as its new East Anglia and London agent.

T Partyware and balloon expert Creative Party has strengthened its team across the product and marketing departments with Rory Payne, who has joined the team as product manager.

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COLUMNIST

The party and costume industry is a global market, with suppliers and retailers around the world facing similar issues.

In his latest column for PPE Ed Avis – the executive director of the US-based National Costumers Association – considers the importance of having fun at Halloween.

Above: Ed Avis is the executive director of the National Costumers Association. Contact him at executivedirector@costumers.org.

Halloween 2020: The natural craving for attention will save costume sales “

T

he other day I was interviewed by a BBC reporter about how Covid-19 will affect Halloween, and in particular how it is affecting sales at costume shops. It’s a topic that’s been on my mind a lot lately. ​The reporter and I talked about the role costumes play in Halloween in the United States, and how wearing a costume and make-up is truly an escape for many people. Adults who are stuck in dreary office jobs can suddenly become superheroes or star athletes or movie characters. The poor schmuck who wears a frumpy suit to work every day can dress up like a pirate; the woman who normally dresses in hospital scrubs can become a princess for a day. ​For kids, wearing costumes means something else. Little Johnny’s imagination takes him to the moon when he’s dressing like an astronaut and eight-year-old Kristin senses the sea spray in her face when she’s pretending to be a marine biologist. ​For both kids and adults, Halloween is essential. It’s the one day a year everyone can become something they are not – someone better, smarter, more attractive, scarier, stronger, etc. And they can do this in public. I think that’s the bottom line: In the end, everyone who wears a costume is seeking attention. ​And guess what – right now we want attention more than ever. We’ve been stuck inside for darn near six months, and when we do venture out we look like bank robbers with our masks on.

We see far fewer friends and family than we normally do, and we hug them even less often. Halloween this year probably means more than in any normal year. ​I told the BBC reporter that yes, many costume shop owners I speak with are worried, especially because some customers are still afraid to come into their shops. They’re worried that internet sales will take an even greater chunk of their sales this year.

They’re worried that last-minute costume

buyers will head to the giant Walmart or Target store – where there’s lots of room and ventilation – instead of visit their little store on the corner. ​But then I turned the conversation in a different direction. I explained how the National Costumers Association has launched the Help Halloween Happen campaign to encourage shop owners to promote safe, socially distanced Halloween events in their communities. And how the Halloween & Costume Association has launched its campaign to encourage safe trick or treating. And how many, many other groups and companies have dreamed up countless ideas for families to celebrate Halloween safely this year. ​The common denominator of all of these programmes and ideas is that they involve costumes. They give people the excuse to dress up, to have that wonderful, magical release that costumes and makeup deliver.

Covid-19 isn’t going to take that away. ​The BBC reporter concluded his interview with a question: Considering all the headwinds facing Halloween, are costume sales doomed? I thought for a moment and then said, “I’m going to play the optimist here – sales might not be amazing this year, but Halloween is going to happen and people are going to dress up. So no, costume sales aren’t doomed.”​ ​Then I hung up the phone and started planning my own Halloween costume...”

Left: The NCAa’s Help Halloween Happen campaign has been driving interest across the US. Below: Costumes are an important part of Halloween for children as they enjoy the opportunities for role-play and creativity.

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TALKING TO... SPIRIT HALLOWEEN

The Home of Halloween

Inset: An entertaining and interactive shopping experience makes use of animatronics and décor.

Spirit Halloween has served Halloween enthusiasts across the US for more than 37 years, specialising in costumes, décor and accessories. Despite the difficulties faced by retail this year, the seasonal store has opened 1,400 pop-ups for Halloween 2020 and is looking forward to a strong season. PPE spoke to Lisa Barr, dvp of marketing and creative, to find out more. nion that house parties will be the saving grace of this year’s Halloween, suppliers and retailers alike are banking on the fact that consumers will be looking for gruesome props and gory décor to help turn their front room into something more fitting for a haunted house, as PPE found out.

W

ith ghosts, ghouls and witches galore, Halloween is a holiday steeped in history and tradition. But not all of those traditions are based upon ancient folklore and supernatural phenomena – some have grown organically, such as the thousands upon thousands of horror fans who look forward to visiting their local pop-up Spirit Halloween store each year.

With over 1,400 branches across the United States, it’s no real surprise that Spirit Halloween has built a significant fan base which waits eagerly for the stores to open

The Spirit Halloween Story

Founded in 1983, Spirit was already a retail force to be reckoned with in 1999 when current owner Spencer’s acquired the then 63-store chain.

Since then, the operation has grown into a national, seasonal Halloween operation with over 1,400 seasonal locations across the United States and Canada, and an online 24/7 presence all year long.

22

Making Halloween Happen

Above: The pop-up stores started opening in August, carrying the hottest trends and classic fan favourites

each year, with many claiming that the appearance of their local branch signals the start of their favourite time of year – the Halloween season.

The stores open in late August each year and are stocked with every horror-themed party product imaginable, including costumes, masks, wigs, indoor and outdoor décor items, animatronics, make-up, collectibles, props and accessories.

As America’s largest specialty Halloween retailer, the team at Spirit Halloween spend months preparing to open all of the locations – an operation which has been made markedly more difficult this year thanks to varying Covid-19 restrictions and safety measures.

“It has been a challenging year,” Lisa says. “In the US, different states have different rules amd they are changing daily – so yes, there are some states

“We have a great team of dedicated people, so we didn’t let the pandemic stop us,” explains Lisa. “As soon as it started hitting here, we started working remotely and everyone just hit the ground running and really stepped up to make Halloween happen this year. We haven’t had any stock issues either, as our logistics team, our warehouses – nobody stopped, we just kept moving forward, knowing that we were going to come out of this one way or another, and celebrate Halloween and really give our fans the season that they all look forward to.” where people will be able to celebrate Halloween as they normally do with trick or treating, while alternative celebrations are being recommended elsewhere.”

Those alternate methods include creative options such as scavenger hunts and gardenbased celebrations where people can safely social distance, but Lisa is impressed with people’s detemination to enjoy Halloween.

“The general message is that nothing is going to stop people from celebrating, even if they are just with their family indoors. They are decorating their homes, and they’re going all out on decorations right now!”

As for the challege of opening so

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TALKING TO... SPIRIT HALLOWEEN

many stores in the face of varied regional restrictions, Spirit Halloween has taken a one-size-fits-all approach.

“We have implemented heightened in-store health and safety protocols for all of our stores across the country, regardless of the location,” Lisa explains. “We want to keep our staff healthy and safe as well as the fans who enter our space, so we ask everyone to wear masks instore regardless of the state regulations.”

Providing a safe shopping environment is of course important, but the Spirit Halloween mission statement – ‘So Much Fun It’s Scary’ – is also crucial to the shopping experience.

“We do pride ourselves on our entertaining and interactive shopping experience,” says Lisa, “We have lots of animatronics on display and we set the store out as if it’s a haunted house so customers can interact with the product.

Left: The hazmat suit meme made the cover of Spirit Halloween’s annual Look Book. Bottom left and right: Clearly set out themed sections make in-store shopping a simple and enjoyable experience.

It’s a lot of fun, but we’ve ensured that it’s safe as well – displays are exposed on one side and there are markers on the floor, so customers can be respectful and keep their distance from one another. It’s working really well and we are delighted with the reception we have had so far for this year.”

This year’s Halloween season got off to a particularly strong start for Spirit

Top Trends

Each year, Spirit Hallowen identifies some of the top dress-up trends for the year. The top trends seen so far for Halloween 2020 include: Harley Quinn, Beetlejuice, The Year 2020 (plague doctor, hazmat suits, ‘Karen’ costumes and Tiger King), Healthcare Heroes (doctor and nurse scrubs and masks) and Gaming – from cult classic Dungeons & Dragons to Fortnite and beyond.

Sharing The Love

Well-known for its philanthropic approach, at the heart of Spirit Halloween is the charitable organisation Spirit of Children. Established in 2006, it raises money to support the Child Life department at hospitals across the US and Canada, with 100% of every dollar donated to Spirit of Children’s 114 partner hospitals. With a clear mission of making hospitals less scary for children and their families, the programme has raised over $65 million so far, which goes towards educational and entertainment equipment, staffing, parties and even an outdoor playground.

Halloween after it had to respond to an internet hoax which stated that the retailer would not open for 2020 due to the Covid-19 pandemic.

“Yes,” Lisa laughed, “that actually worked in our favour in the end! We saw the fake letter when it came out back in April and just chuckled about it. But then it resurfaced over the summer, so we put out a meme of a guy in a hazmat suit saying ‘Don’t worry, we’ve got this covered’. It really sparked a lot of conversation and people were so excited to see that we were going to be opening up! It is really exciting to see that fan enthusiasm and we are seeing a lot of love on our social media pages.”

Part of the reason that Spirit Halloween has grown such a strong and loyal fanbase over the years is the product itself. “Our product development team is incredible,” says Lisa. “We are determined to produce quality pieces, using good fabrics and paying attention to detail. It makes a huge difference and as a result we see a lot of people wearing some of our more edgy street designs and colourful

During the first wave of Covid-19, Spirit Halloween was working with its costume factories to create PPE equipment which it then donated to local hospitals, police departments and other community businesses which were in need.

“We delivered whatever people needed and made it one of our first priorities,” reveals Lisa. “To put business aside and focus on what we needed to do for the community, to get through it, was an amazing thing to be a part of. We were all working in the mailroom boxing up PPE and delivering it – everyone just stepped up. I’m so proud to have been a part of that.” wigs outside of Halloween as well.”

Licensed costumes are also a fundamental part of Spirit Halloween’s appeal as, in addition to big-name characters such as Harley Quinn, it also works closely with licensors to produce official versions of niche and on-trend brands and characters such as Dungeons & Dragons or Dunkin’ Donuts – both of which have smaller niche followings and are exclusive to Spirit.

“We love tapping into whatever people are talking about and then trying to make our pieces as authentic as possible,” agrees Lisa. “It’s just really nice to have things that are that a little bit different and that’s part of the reason why people come to us. They know they’re going to be able to find something with us that they can’t find anywhere else.”

Lisa and her team are already working on new concepts for Halloween 2021. Can she give us any hints as to what they are working on?

“Nice try!” she laughs. “No, you know, it’s fun when we see something successful and get to expand upon it for the following year. And it is fun to identify a trend and bring that trend to life. So we’re always working and thinking of what’s next. It also makes the season go very fast!”

So the message from Spirit Halloween is clear – wear your masks, dress up and look after each other, but most of all enjoy this year’s Halloween. We all deserve it!

Left and above: Niche licensed costumes such as Dungeons & Dragons sit alongside major names such as Harley Quinn, keeping the fanbase coming back for more.

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FEEDBACK As consumers start to think about how to make their revised Halloween plans work within the latest restrictions, PPE spoke to a number of party retailers to find out how business is going and what suppliers can do to help during the coming weeks...

HALLOWEEN ON THE HIGH STREET Stick to the Basics We’re sticking to the “basics this year. Very

focused on house décor as we firmly believe people will make a big effort to decorate their houses. It can also be seen as an activity as it’s all happening during half Above: Business term week and people will want has been a mixed things to occupy their children! bag for Adrienne.

We’re putting together some bundles for people to order online for local delivery or for click and collect. We’ve done the thinking for them for those that don’t want the hassle of working out what they need.

Business itself is very mixed. Someone called this morning to order a balloon but wanted to collect from the door as they weren’t comfortable coming in.

Some don’t care at all. We have seen an increase in web orders to collect in store and we’re assuming that’s because people would rather not come in.

It’s so difficult to pinpoint what we need from our suppliers. Definitely flexibility.

Maybe smaller carriage paid orders. We’ve found ourselves using wholesalers a lot more which is very unusual but it means we can top up frequently without having to place larger orders with each supplier.

Most have been really happy to help and some have excelled themselves throughout the last six months and have been really bending over backwards to support us. We have to give a massive shout out to Oaktree and Crosswear.

They have been so supportive.”

ADRIENNE D’SOUZA, A Party Palace, London

24

Keeping the Faith

“

We had been thinking Halloween was going to be good this year with people opting for house parties instead, especially with it being a Saturday date. Then Boris dropped the bombshell about groups of six only. We have already placed our orders so it is a bit late to alter the amounts. We were being slightly cautious anyway but had faith that it would be on a par with last year’s takings.

We have all the essentials and will order most things on a dayAbove: Based on a high by-day basis. If Halloween is a washout it will probably signal the street, Gary is hopeful that end for quite a lot of retailers. I do think lots of people will just people will party regardless. go ahead and party anyway and remain slightly positive that the restrictions may be lifted beforehand. After all Halloween is a huge money earner for all involved and the government have said they don’t want to tank the economy.”

GARY WAKEFIELD, Lili Bizarre, Liverpool

Passionate About Halloween Spirit Halloween “ At we are passionate

about Halloween.

We believe it restores hopefulness and provides an outlet for escape, something we all need now more than ever.

Above: Steve has seen an enthusiastic With our stores response across now open, we’re 1,400 stores. seeing encouraging initial results and are anticipating a Halloween on par with last year. With all the excitement of the season, we do foresee top items selling out quickly.

Yes, the world has changed, but there are so many ways to participate and enjoy Halloween. We know that Halloween will look different for many and Spirit Halloween is here

to help fans find unique and safe ways to celebrate the season.

The beauty of Halloween is that it is an opportunity to transform into whatever you want to be.

We have seen an outpouring of enthusiasm and positive support in our stores, and we all need Halloween now more than ever!”

STEVEN SILVERSTEIN, Spirit Halloween, USA

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FEEDBACK HALLOWEEN 2020

FEEDBACK C O N T I N U E D Halloween at Home far we have placed no “ Soorders for Halloween

stock. Usually we order fancy dress masks, facepaints, lenses, weapons and FX scars, etc but we still have so much left from last year that we don’t anticipate much demand Above: Paula even if it wasn’t lockdown. is expecting any The only Halloween Halloween business stock I have ordered is to be last-minute. balloons as I’m looking to create ‘trick or treat at home’ balloons, gift stuffing balloons and décor for family bubble parties. I will create packages with some banners and decorations to give children a bit of a Halloween at home party-feel.

Usually by mid-September our sales are increasing because of walk-in décor and fancy dress purchases but we haven’t seen any of that this year. There are no pre-orders either, even though Halloween product is on display and the front window is decorated Halloween.

Usually we have two large corporate Halloween parties booked in as well, but they are both cancelled. My stock from last year will carry forward to 2021, so at least I haven’t invested in new products. It’s just going to make our annual accounts look very depleted if things don’t pick up!

I am hoping that as Halloween gets closer customers will start to look for ways to make it special for their children, with small parties at home – so they will nip in to the high street shops last minute to pick up decorations and balloons. If we get business I feel it will be the week of Halloween.

My hope is the big supermarkets won’t stock as much Halloween as they usually do, which will then allow independent retailers to pick up the business. It is such a shame, as a Saturday Halloween should have been a bumper excuse to party.”

PAULA ARDRON-GEMMELL, Pink Tree Parties, Lancashire

Staying Positive

“

While we, along with everyone in the industry, are hoping for a good Halloween season, I think we need to accept that it’s likely to be the worst in a decade. We’re managing to keep our heads above water and ticking over, we’ve managed to avoid falling ill luckily. Business is very slow though, maybe 30% of normal sales. People are starting to buy Halloween items but in very low numbers.

The new harsher restrictions on how many people can mix – which are likely to remain in place past Halloween – will have an effect, and they could even get worse if infection rates continue to rise as they have been recently.

Trick or treaters won’t be out and about, knocking on strangers doors, handling sweets and the odd few coins. People just won’t take part, for fear of contracting or spreading the virus.

Nightclubs won’t be operating anywhere near previous levels; parties are basically not allowed to happen, at least with the number of people worth having.

I think post Halloween, we’ll unfortunately see more closures of both bricks and mortar and online traders. It’s a very sad and frustrating time for all.

As for future recovery, I think those ‘lucky’ enough to stay in business through this, will take two to three years to fully recover. It’s a sad and depressing view but as always in business, it’s important to stay positive, while also keeping an eye on the horizon for potentially huge issues.”

PETER HART, Fun Fancy Dress, Dorset

Above: Peter is hoping for a good Halloween season but remains realistic.

Support Local Shops haven’t placed any “ WeHalloween orders yet,

nor have we had any from consumers. The feedback we have had so far is that it will be family parties at home and minimal trick-or-treating, with emphasis on decorating the house and front Above: Kate is garden or doorstep. planning to reduce I don’t expect to order prices to help drive much (if any) stock, apart Halloween sales. from maybe facepaints, FX make-up and lenses. If these are sold out at the wholesalers, then so be it. House decorations will probably be widely available at the multiples, so I won’t order much of those either.

I will put a box of non-Halloween costumes on sale in the shop at 75% off, with the suggestion that people

then zombie it up with scissors and blood. This will hopefully reduce my stock and also give me some cashflow. I might also try to get some editorial in a local newspaper for some free advertising.

I do hope the social distancing rules relax in good time for pubs and venues to host Halloween events, but I think it will mainly be family house parties as predicted.

Smiffys’ slogan of ‘bring the party home’ is excellent and should be widely broadcast, along with advice to support local shops where you get advice, service, a friendly put-the-world-torights chat with a human being, and prices on a par with internet prices – or in many cases lower, as we’re so desperate to stay in business!”

KATE MOORE, JollyJesters, Derbyshire

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TALKING TO... SMIFFYS

Bringing Halloween Home

UK costume and party supplier Smiffys has been focusing on the increase in parties and celebrations taking place at home, with a call on consumers to ‘Bring the Party Home’. A Halloween focus is the most recent development in the company’s ongoing initiative, which it launched early on in lockdown and has captured the attention of retailers and consumers across the UK ever since. PPE spoke to director Dominique Peckett to find out more.

“W

e recognised early on in lockdown that people were going to make more effort to make occasions special; family birthdays, virtual hen parties or the obligatory quiz night with friends,” begins Dominique, explaining the thought process behind the campaign. “We wanted to help spread some joy and have some fun during a time when people were feeling isolated.

Just because you are advised to stay home, it doesn’t mean that you can’t have some fun at the same time.”

2021. Halloween 2021 also looks extremely positive as it falls on a Sunday. Hopefully if a Covid-19 vaccine is found, we can hope for a bumper weekend of celebrations in 2021!”

Above: Smiffys social media channels have kept consumers engaged throughout.

How has business been for Smiffys over the last few months? Have you seen business start to return since the shops have been reopened?

“It may not quite be business as usual, but our team is reporting that business is slowly moving back towards the norm with great positivity from retailers and customers. For the industry, children returning to school has given a great boost to World Book Day forward orders, with retailers confident that parents will invest as much as previous years into the literacy event.

The outlook for Europe also looks promising for Halloween and Carnival celebrations; Switzerland recently announced that up to 1,000 people can attend events which is optimal timing for Halloween 2020 and Carnival 26

Get Social (at a distance) Smiffys social media channels have been bursting with Bring the Party Home content over the last few months, with socially distanced editorial shoots reinforcing the message.

Keep a close eye on Smiffys social media streams over the coming weeks for some exciting competitions, giveaways and party safe and socially distanced ideas for your customers to get stuck into this Halloween.

Above left: A wide range of Halloween options are available for 2020 celebrations. Left: Dominique Peckett, director. Above middle: The deluxe Sacred Heart Bride and Groom family costume set is new for this year. Above: The Raven King and Queen costumes sold out earlier in the year and is back in stock now.

We know that fancy dress retailers have been having a particularly difficult time recently. What feedback have you had and how have you helped your retail partners as they try and navigate the current situation?

“We have had some encouraging feedback from retailers and have also made the conscious decision to engage all retailers throughout the pandemic. All Smiffys sales team and senior management rang customers and asked, ‘how are you?’ to offer some sort of comfort in these trying times and a sense of comradery in that everyone is in this together. We were also the first company to have our sales reps out on the road visiting stores when lockdown officially ended, and this was received fondly with gestures of goodwill returned to the business. As a family business entering its 126th year, Smiffys pride themselves on the rapport and relations that make their values and it’s this spirit that has ensured throughout the pandemic.

As such, our message is simple – be positive! If retailers are not prepared and have not bought stock to maximise the sales opportunity for the next six or seven months, they could face a struggle ahead. We are offering great support to retailers to ensure they are fully prepared and stocked for the months ahead.”

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TALKING TO... SMIFFYS

Tell us some more about the Bring the Party Home messaging you have been promoting – what is the thinking behind it? How have you helped retailers pass that message onto consumers and how has it been received?

“The Bring the Party Home message has been trademarked by Smiffys and all our Halloween branding incorporates this; communicating our stance clearly to both retailers and customers. We have incorporated this message into our Halloween POS kits that we have been sending out to retailers to display within their stores for all to see. We eally are committed to ensuring retailers feel confident in themselves to communicate ‘Bring the Party Home’.

It’s been great to see people embracing celebrating events at home; we saw a great response to festival fun at home with parties being in people gardens, for example. It is expected that consumers will continue to adapt this when it comes to Halloween.”

How will your Bring the Party Home campaign influence your approach to this year’s Halloween plans?

“Normally, Smiffys Halloween celebrations would be in full swing and retailers would be promoting mass gatherings with themed events.

However, for 2020, Halloween must be celebrated differently and so we have slightly adapted the Bring the Party Home campaign to encourage a socially distanced, spooky spectacular this year.”

How important is it that retailers speak directly to consumers this year, to drive excitement and interest?

“It is crucial that retailers reenforce the party safely and socially distanced message this Halloween to ensure everyone remains safe. Retailers have the power to offer comfort in times of uncertainty and drive the excitement for something as big as Halloween.”

Above: Classic clowns remain as popular as ever.

Tell us about your safe Halloween campaign – how will you be communicating that message in the coming weeks?

“We are encouraging everyone to bring the party home safely this Halloween and have created an innovative guide on how to celebrate the spookiest time of the year, while ensuring you comply with social distancing rules. This guide is being circulated across our sales platforms, social channels and press outlets to re-assure everyone that Halloween is not in fact cancelled.”

Left: The focus on Halloween 2020 is to party as safely as possible.

can still share it with others in the virtual world. Virtual parties, Halloween quizes and other game are a great way to spread joy this Halloween season and online interaction is crucial in a time of social distancing when family and friends are often far away.”

PARTY SAFELY Halloween at home is well and truly on track for 2020 despite trick or treating, gatherings and parties seemingly off the cards. Smiffys has shared a number of suggestions for retailers to share with consumers looking to enjoy the season while social distancing, including: Pumpkin Carving and Spotting “Nothing says a Halloween activity like pumpkin carving,” says Dominique. “We’re encouraging people to leave their carved pumpkins for all to see so that parents can still dress-up and seek out all the pumpkins with

their little ones. Families can see how many they can spot in their neighbourhood and reward the children with some candy.”

Dress-up and Bring the Party Home “Dress-up is a great way to get into the Halloween spirit and keep the magic real for your little ones.

Costumes – such as our Deluxe Day of the Dead couple and Sacred Heart Bride and Groom family collection – bring favourite characters to life and set the spooky mood.”

Make it Virtual “We may be encouraging people to bring the party home, but they

Movie Marathon “There’s nothing better than a movie marathon with the family, so give it a spooky edge and binge watching some favourite Halloween classics this year. A movie marathon wouldn’t be complete without costumes and of course we have an extensive range of official licensed costumes including Silence of the Lambs, The Addams Family and Kill Bill. Our Ghostbusters and Chucky collections are both classic costume options.”

Sanitise Frequently and Dress Freakily “All these ideas ensure that people have fun and get into the spirit of the season but also that social distancing is maintained and contact is kept to a minimum.

Just remember to sanitise frequently and dress freakily!”

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A comprehensive selection of childrens costumes for Halloween, offering the most attractive and unique designs at all price points.

A difficult year... an easy sell!

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T

s

Trick or Treat?

facebook.com/PalmerAgencies

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@palmeragencies

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29/09/2020 20:57

INDUSTRY ISSUE

Over the last few difficult months, party and costume suppliers and retailers have been working together closer than ever before, offering support and guidance in both directions, wherever possible. As the industry continues to navigate its way through the current situation, PPE spoke to a number of suppliers to find out how they are helping retailers and what they are expecting to see as we continue to prepare for Halloween.

H E A D S TOG ETH E R FO R H A L L OWE E N

W

ith the big Saturday Halloween we were originally promised looking increasingly like it is not going to happen to quite the extent that we had hoped, suppliers and retailers alike are working hard to create some noise around this year’s celebrations, driving consumers instore as they seek alternative ways to enjoy the holiday.

UK costume and party supplier Smiffys is leading the charge on this count, calling for consumers to ‘Bring the Party Home’ this Halloween (it’s been their campaign slogan throughout) with an innovative guide on how to celebrate the spookiest time of the year, while ensuring everyone complies with social distancing rules.

Creative Help “The onus is on consumers themselves to be safe – however our decorators and retailers can help with this by being creative, innovative and encouraging an alternative Halloween. Over the spring and summer months we saw a significant rise in imagination and creativity from the party industry, ensuring that people could celebrate safely in style. We feel Halloween could be another great opportunity for independants to rise above and shine in these uncertain times.”

George Oustayiannis, managing director, GO International 30

While trick or treating as we know it, street parties and other gatherings are off the cards, Smiffys has put forwards a number of suggestions for retailers to share with consumers, from pumpkin spotting to a monster movie marathon.

“Nothing says a Halloween activity like pumpkin carving,” says Smiffys director Dominique Peckett, “so we’re encouraging people to leave their carved pumpkins outside so that families can dress-up and try to find all the pumpkins in their neighbourhood.”

Of course, dressing-up is the key part of this, offering children and adults alike the opportunity to forget about what is going on the news, even if it’s just for one evening.

“Dress-up is a great way to get into the Halloween spirit and keep the magic real for your little ones,” she continues. “Virtual parties, Halloween quizzes and other games are a great way to spread joy this Halloween season and online interaction is crucial in a time of social distancing when family and friends are often far away.”

Above left: Smiffys is reaching out to consumers directly, encouraging them to party safely. Above: Decorations and props – like these from Bristol Novelty – will help create an atmosphere at home.

Costumes can help bring favourite characters to life and help set the mood – especially for a movie marathon which might include classic Halloween films such as The Addams Family, Child’s Play or Ghostbusters.

“All these ideas ensure that people can have fun and get into the spirit of the season but also that social distancing is maintained and contact is kept to a minimum,” adds Dominique. “Just remind your customers to sanitise frequently and dress freakily!”

Amscan has also been reaching out to its retail customer base, as dress-up category manager Sam Taylor explains.

“We have been offering flexible solutions to our customers where possible, and began doing this at the start of the year.

Our account managers are constantly speaking to our customers, keeping in

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INDUSTRY ISSUE

Top: Décor and scenesetters make up a crucial part of Halloween sales for Henbrandt.

Décor Detail “Although the initial consensus was initially that Halloween would be a disaster in 2020, we have been pleasantly surprised so far. Sales have naturally fallen but we are still seeing product going out the door on a daily basis. Halloween relies on sales of good décor and people will have their own celebrations at home so we expect to see orders continuing over the next few weeks.”

George Morgan, design manager, Henbrandt touch to assist where we can and support them. We really want everyone to have as successful a Halloween as possible!”

It is a similar message from marketing manager Jen Wilson. “At Amscan we are sure that people will still be celebrating in one way or another,” she says. “We’ve seen birthday parties and other special occasions being celebrated during the pandemic, with people creating their own parties at home and others joining those celebrations via various media platforms, so what is to say that Halloween should be any different?”

Suggestions from the Amscan camp include a virtual Halloween catwalk and awarding a prize for the best Halloween backdrop for your Saturday night quiz as well as socially distanced solutions for trick-or-treating such as selfie stations and pre-packaged sweets.

Amscan has also launched a number of new party and décor lines for this year, as well as a host of licensed Halloween lines such as Peppa Pig, Stranger Things, Beetlejuice and a whole host of Warner Bros. villains.

“We think most people are ready to re-adjust to a new normal and get more creative with it,” concludes Jen. Fortunately, our industry is full of creative folk, all ready to adapt and find new ways to celebrate!”

It wouldn’t be a discussion about Halloween without some input from the season’s biggest fan, Palmer Agencies’ Right: Classic costumes include this best-selling ‘Spectre’ style dress coat outfit from Thetru.

sales and marketing director, Sergio Battaner. While he reveals that retailers have been holding fire on placing orders at the moment, he also expects that to change as we move into October.

“Many retailers have decided to play it safe and will be ordering along October as they need the items,” he states. “It is true that the move towards online will be even more acute, so many stores are waiting to see what happens and are happy to miss out on key lines if that is the price they have to pay for not overstretching on orders.”

There is good reason for Sergio’s optimism, with high levels of consumer interest proving to be ‘very, very positive and encouraging’.

“People are really looking forward to a celebration,” he explains. “Trick-or-treating will happen in a safe manner – this year will certainly be more of a family-friendly Halloween and specialist or community-based retailers will be key to offering that great and safe Halloween experience.”

Below left and middle: New Halloween lines from Amscan include a Peppa Pig range alongside fashion-forward dresses and tshirts.

Below right: This bat costume from Palmer Agencies will ensure people keep their distance.

Helping Hand “In addition to a new drop-shipping service, Thetru is also offering extended credit and an extra 10% discount on all Halloween and Christmas stock orders – we’re trying as much as possible to help retail back on to its feet in these difficult times.

Halloween will be very different this year but we’re hoping that parents will still throw themselves into the occassion with home parties and in doing so, invest even more in decorating the home.”

Jayne Richards, UK sales and marketing manager, Thetru

House Party “With social distancing guidelines and limitations on group gatherings in place, there’s no doubt the way consumers spend this Halloween will be different, but they won’t stop celebrating. Props and décor will be more important than ever as people look to host celebrations at home, showing off their creations through social media.

At Creative Party, our customer service commitment is top priority.

We remain committed to next working day delivery Monday to Friday for UK customers, and next day dispatch for export customers, so we are perfect for any last-minute top ups!”

Shayna Bowles, marketing manager, Creative Party Above: Balloons are likely to take centre stage as décor is key for Creative Party.

“We want to see a happy, safe, enjoyable Halloween,” he continues. “We will be looking at socially distanced street parties, trick or treating with bagged sweets and creating a great family occasion. Halloween is more important than ever this year as families look for new ways of enjoying themselves.”

It’s a positive story over at Bristol Novelty and Rubie’s as well, particularly with regards to licensed products. “We have seen seen similar sales to the same period last year, even over the lockdown period,” reveals marketing manager Fran Hales. “The popularity and demand is very much there, especially for all things superheroes, due to the communitive and positive spirit created during lockdown and the likes of Joe Wicks keeping fancy dress front of mind with the general public.”

Bristol Novelty has also brought in new ranges for Halloween 2020, with Fran pointing out that Halloween will still take place this year, it will just be different.

“We have seen that the high street is slowly coming back but it desperately needs support from consumers more than ever,” he continues, having the final word.

“We need to encourage more people to make the most of Halloween this year and celebrate in whatever way they can. Parties at home and having a safe Halloween are fundamental to the industry and this is our focus. However we are also looking into ways for safe trick-ortreating to take place and how we can promote this with our products – gloves and masks in particular will be high on the list of must-haves if out and about!”

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HALLOWEEN 2020

Fearsome Fashion

Main picture: Will Halloween costumes play an important part in this year’s uncertain celebrations?

Below: Classic Halloween costumes from Godan include nuns and priests.

I

n any other year, getting in a good stock of costumes at Halloween would be the first thing most retailers would take care of as they put their plans in place for the big day. This year has played out a little differently, with recent second-wave restrictions putting a halt on the Big Recovery Halloween so many of us were hoping for.

Children will be the star of this home-bound Halloween!

At the end of the day, trick or treat will still be on the menu for 2020 and people will dress up, with crazy colourful clowns, cuddly skeletons for toddlers and of course wellknown characters such as the very icon of Halloween, Ghost Face.”

Sergio Battaner, sales and marketing director, Palmer Agencies

One of the most highly-anticipated parts of the Halloween season is the opportunity to get creative with your costume. With dress-up still predicted to be a major factor in this year’s Halloween celebrations, the good news is that there are plenty of options to choose from.

While adult costumes are likely to suffer – pubs, clubs and street festivals are a clear no-go – there is an almost universal feeling that parents will be hoping to retain a level of normality for their children after such a difficult and unsettling year. As such, they are likely to seek out ways to celebrate within the current restrictions for their region. And whether online or in real life, costumes are the perfect way to ensure that the spooky magic is kept alive, creating instant fun and adding a little Halloween magic for anyone celebrating at home.

Smiffys has been campaigning for consumers to ‘Bring the Party Home’ this Halloween for some time now, encouraging them to remain safe while doing so.

“Children struggling to comprehend the changes around them may find solace in the ability to still dress as their favourite characters this Halloween,” says Sharon Poulter, licensing and marketing manager.

“Even if that means celebrating at home rather than at gatherings and events.”

In keeping with the focus on children and family-focused celebrations for this year’s Halloween, Smiffys family collections for 2020 have been selling well.

“New for 2020, our deluxe Day of the Dead and Scared Heart family collections have been popular,” Sharon adds, “while

Above: These glow-in-the-dark devil and witch costumes from Amscan are perfect for trick or treating.

for the traditionally spooky Halloween lovers, our new Creepy Clown family collection has also proved popular. ” Over at Amscan, Tim Holness – head of online sales – reveals a similar focus on children’s costumes for the coming weeks.

“While we still expect sales to be strong for adults, the market is currently steering towards more child-heavy sales this year,” he says. “We have added a huge selection of lines to our 2020 offering,

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HALLOWEEN 2020

Below: Family costumes have been a popular choice for Smiffys customers.

with product ranges covering every option, from toddler through to adult, making them perfect for family celebrations.”

A wide range of options have been selling well so far, with licensed lines such as Netflix Stranger Things and the Warner Bros. range of Beetlejuice costumes both proving very popular, alongside generic glow-in-the-dark children’s characters and a selection of tabards which come complete with a candy pocket!

“Our selection of Halloween Peppa Pig costumes are also performing well,” adds Tim, “as is our new sustainable range of children’s costumes, all made from and packaged in recyclable materials.”

The easing of lockdown has seen some strong Halloween sales for Henbrandt, with many items selling through reasonably quickly – particularly those aimed at the younger age group.

“Once the major lockdown restrictions began to ease, Right: Clowns and masks are leading the charge for Bristol Novelty this year.

Classic Costumes We don’t expect costumes to be the top priority for this year’s Halloween celebrations.

Our best-sellers so far have been a teenager Day of the Dead dress, Ghost Bride and Ghost Groom which is a little of a surprise as they have been in the range for some time.

For children, our best seller is a classic witch costume. In addition to that, masks have been the out and out best sellers, especially clowns, which does not surprise me at all!”

Mark Brett, UK agent, Boland Party

Halloween items started to sell pretty quickly,” says Henbrandt’s George Morgan. “Children’s costumes will always do well as trick or treating will happen whether we have a pandemic or not – it’s not difficult to be a meter apart during this activity!”

For Henbrandt, popular children’s costumes tend to be mini versions of the adult costumes, although, as George points out: “slightly less horrific!”. Witches, werewolves, vampires and zombies are the company’s best sellers for kids with cute toddler bats, cats and devil costumes for the even younger audience. “We add new and exciting costumes to our Halloween wardrobe every year,” George adds, “and our consumers appreciate this forethought, which is then reflected in their purchasing.”

Coming at this year’s market from a different angle is Bristol Novelty, which is focusing its attentions towards décor this year.

“Costumes will of course play a part of our planning for Halloween,” explains product and marketing manager Fran Hales. “But we anticipate smaller gatherings taking place at home so we do expect to see an increase in order for home décor.”

He continued: “Last year’s fascination with clowns seems to have continued into 2020 as we are seeing sales across both our classics and new costumes. It’s been very rewarding to see the growing interest in our latest costume designs!”

Bristol Novelty has also made a big push this year with an updated range of horror masks, which got a lot of attention at the trade shows which took place in early 2020. “With the focus on safety this year, I can see masks playing a big part in this Halloween,” adds Fran.

“Our new Creepypasta range in particular has an innovative mesh technology which ensures complete visibility while still looking incredible!”

For the team at Angels Fancy Dress, costumes

Right: Classic adultand-child pairings from Henbrandt include witch, warewolf and – of course – vampire.

Social Shares

We expect costumes to be more important than ever with families and friends posting their Halloween photos on social media. Our new launches for 2020 are our Ninjago costumes and new Ninjago weapons, while Minecraft has been a huge seller for us this year and we expect that to continue.”

Tony Lewis, UK sales director, Disguise Above: Disguise’s Minecraft costumes are expected to continue selling well this Halloween season.

are high on the agenda, for both children and adults alike. “After months of lounge wear and no social engagements we predict that the trend will be for full and extensive costumes, complete with accessories and make-up,” says Annette Walker.

“This is the year to totally reinvent yourself! The new trend for Zoom parties means that even vulnerable people can dress up and join in the fun, being part of the Halloween madness in a way that wasn’t possible in the past.”

Interestingly, Angels’ biggest Halloween seller for the past two weeks has been its witches broom accessory. “Witches are always a popular choice with both adults and children,” Annette adds. “It means consumers can go as crazy as they like, even adding a prosthetic nose or green face paint to really bring the look alive. We also are also selling a lot of movie-inspired Halloween costumes, like Ghostbusters, Edward Scissorhands, Jason Vorhees, Chucky.... Timeless classics never go out of style and we can’t see this year being any different!”

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HALLOWEEN 2020

HALLOWEEN

This classic witches broom is a best seller for Angels Fancy Dress.

AT HOME

Couple costumes from New Temptations include this Monster duo - an eyepopping neon green tattered suit for him and faux leather jumpsuit for her. Both come complete with scar detailing, choker with bolts and wrist cuffs with chains.

Licensed costumes from Amscan are proving popular, with Netflix show Stranger Things and the Warner Bros.

This classic clown costume from Bristol Novelty is perfect for younger Halloween revellers.

The Skeleton Grudge costume has been selling very well for OppoSuits in the run-up to the big day.

There has been a great deal of interest selection in Amscan’s sustainable children’s costumes, available in six styles, all made from and packaged in recyclable material.

These clever Halloween tabard designs from Amscan come complete with a pouch pocket to store party candy in!

Cute toddler costumes are selling well for Henbrandt as consumers make plans for house parties.

The Baby Bones Toddler costume from Palmer Agencies is available in Colour Bones, Day of the Dead or Traditional Skeleton styles and includes a printed jumpsuit with snap closure in the legs and matching hat.

The officially licensed Ghostbusters collection from Smiffys is perfect for all the family to get into the spirit of the occasion!

Masks are expected to come into play this Halloween season, and Godan’s face covering fits the bill perfectly.

A gorgeous new Glam Witch costume from New Temptations features a black velvet bodysuit and

a sheer chiffon overskirt, both with sequin accents, making them perfect for budding enchantresses.

The Voodoo theme continues to be a popular one for Thetru, with a range of styles available.

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HALLOWEEN 2020: DÉCOR AND PROPS

SETTING THE SCENE With the commonly-held opinion that house parties will be the saving grace of this year’s Halloween, suppliers and retailers alike are banking on the fact that consumers will be looking for gruesome props and gory décor to help turn their front room into something more fitting for a haunted house, as PPE found out.

Above: New launches from Bristol Novelty include a wicked weapons range with barbed wire baseball bats, oversized bludgeoning tools and zombie slayer knives. Left: This Skull pinata from Boland Party will add level of excitement.

Inset: This giant jumping spider from Palmer Agencies actually jumps! It also features light-up eyes and spooky sounds.

M

aking plans this Halloween is proving remarkably difficult, with countries, states, cities and towns all facing their own set of (constantly changing) restrictions on socialising. To work around this, Halloween fans around the world are making plans to celebrate on their own properties wherever possible – whether that means elaborate animated decorations spanning their front gardens or hanging some spider webs across the front door.

“Homes will certainly become the key focus during Halloween, as hospitality venues are forced to curtail their offering,” says Sergio Battaner, Palmer Agencies’ sales and marketing manager.

“This will be true for household parties as well as for trick or treating.”

Palmer Agencies is well-known for its many aminated props and other spooky Halloween products and Sergio believes that the demand is out there for

Doing it for the ‘gram “Balloons, banners, and table props are some of the quickest and simplest ways to create Instaworthy set-ups at home, and thrift conscious consumers will appreciate that most décor and props can be stored for use again next year!”

Shayna Bowles, marketing manager, Creative Party

something a bit different. “Consumers will be looking to enjoy a happy and safe Halloween which is a great opportnunity for retailers to offer startling designs, appealing value, professional knowhow and expert advice,” he explains.

A giant jumping spider was Palmer Agencies’ most photographed and videoed product at Spring Fair 2020.

“It is motion-activated so can sit at the end of the garden and is guaranteed to make people jump,” Sergio laughs. “It is good to be able to do that while still maintaining a safe social distance!”

Other trends highlighted by Sergio include motion-activated animatronic clowns, dolls, werewolves and witches – all ideal for creating a great atmosphere, from a distance.

Props and décor will also be to Bristol Novelty’s Halloween celebrations this year.

“With so much uncertainty over Halloween, the emphasis is more towards celebrating at home,” says marketing manager Fran Hales. “This will lead to increased sales of decorations and props, which have certainly become more popular in the UK. Halloween celebrations here have been following in the footsteps of the USA in recent years, as people go above and beyond with their home and garden decorations and that will increase this year.”

Fran also suggests that retailers highlight the props and décor they stock by creating engaging content

for social media as well as making the most of in-store opportunities.

“You can bring the Halloween experience to consumers by increasing your presence on social media and keeping our industry front of mind,” he points out.

“It would be really great to see retailers using props and décor in their shops to help draw customers into stores. The high street has suffered over the past months but Halloween presents the ideal opportunity to remind people of the fun that can be had, while also rejuvenating trade.”

As head of online sales for Amscan, Tim Holness also believes that due to the current climate, home decoration is going to be key. “We can see decorating homes becoming more competitive – think Christmas décor just on a Halloween theme!”

“Décor and props have always been popular, but we have seen the selection of product available increasing, creating more competition while opening up new opportunities,” he continues, adding that retailers should not be afraid of showing products out of the packaging. “With more people looking to celebrate at home, the consumer is looking for ideas and inspiration on how to be that house of envy on the street, so they are all for retailers helping them create the vision.”

Drawing a Crowd

“Although venues must obey the social distancing laws they will still be doing their utmost to entice consumers in by decorating with spiders webs, horror window stickers, hanging ghouls and scary garlands. Halloween has become a very big celebration over the last few years and retailers still need to make the most of their window dressing for this event.”

George Morgan, design, Henbrandt

Above: Venues will be attracting consumers by decorating with spiders webs, horror stickers and scary garlands like these from Henbrandt.

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HALLOWEEN 2020: DÉCOR AND PROPS

DÉCOR AND PROPS

Amscan has increased its range of props and hanging décor items for this year, complete with a brand new masks and weapons category for the ultimate Halloween celebration!

Much of the new product from Boland Party for 2020 is a new addition to existing ranges, such as this giant prop skull, which is the perfect product for all manner of Halloween themes.

Low-cost and low-effort options will always be popular for house parties, as they allow consumers to create a ‘haunted house’ effect with minimal fuss. These window clings and stickers from Henbrandt are a popular choice.

With house parties taking centre stage this year, Creative Party’s collection of Halloween-themed cookie cutters and other baking equipment is expected to do well as parents look for child-friendly Halloween activities.

Colourful, fun hanging décor – like these lanterns and pumkins from Godan – will always be a popular choice for children’s parties, whether they are Halloween-themed or otherwise!

As adults have got more involved in Halloween, the importance of props and decs has increased – novelty items like this light-up hanging mummy from Boland Party are a popular choice.

This Halloween will be a rare blue moon, making it perfect timing for werewolves everywhere.

This prowling werewolf animated prop from Palmer Agencies is a mains operated sevenfoot tall character with light-up eyes, moving jaw and howling sounds.

Halloween tableware is generally used for childrens’ parties, but a fully-themed set – like this spooky circus range from Boland Party – is ideal for creating the right atmosphere.

When it comes to Trick or Treating, witches are children’s firm favourites and this lunging Haggard Witch animated prop from Palmer Agencies is a 1.8m mains operated character with lightup eyes, sounds and lunging mechanism.

Clowns are reigning supreme in the Halloween décor scene and Palmer Agencies offers a vast array, including this 1.2m long See-Saw Clown motionsensor operated animated prop, which combines a traditional feel with a spooky presence.

There’s a colourful, classic or gory banner for every occasion from Godan’s extensive collection – a simple and easy addition for house party décor.

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HALLOWEEN 2020

Main picture: Amscan’s Halloweenthemed AirLoonz offer a simple and effective way to make a statement.

boos and balloons

B

alloons have become something of a celebrity over the last few months – the colourful birthday bouquets, dramatic organic displays and front garden rainbow creations have kept spirits up during lockdown, acting as a visual reminder that there is always something to celebrate. With most Halloween celebrations now likely to be taking place indoors, balloons – and partyware – are expected to continue to sit at the top of the party charts in terms of both popularity and demand. ​Amscan’s head of training and education, Chris Horne, fully expects that to continue through to Halloween. “More than ever before, people need to celebrate,” he says. “Even though we can’t gather in large numbers for a party, people will still want to celebrate at home!” ​“As with all occasions, there will be people who want to create their decorations themselves, while others prefer to have someone deliver ready-made décor.

Where possible, retailers who can cover both avenues of supply will maximise their potential business.” ​For 2020, Chris is

Little Ghost

Partyware will be crucial for Halloween 2020 as it adds an extra touch for anyone planning on bringing the party home. Smiffys’ new and exclusive tableware ranges include the hauntingly good Ghost Party and scarily fun Monster Party collections, perfect for all the little terrors. The collections include themed napkins, cups, plates, tablecloths, bunting and treat tubs.

With 2020 looking likely to be the year of the Halloween house party, balloons and partyware will be crucial for hosts as they seek to create the perfect party atmosphere. With a spike in balloon business over the lockdown period, PPE explores whether that trend is likely to continue for Halloween and what new designs will be keeping things fresh for this year.

particularly excited about the alternative colourways of some Anagram ranges.

“While the traditional colours of Halloween will always be popular, the pastel, candy tones bring a welcome, fresh appeal to the season,” he reveals. ​Amscan also has a number of Halloweenthemed partyware collections, as product manager Neil Bowles points out.

“Boneshine Fever is a great new adult party range which features mystical iridescent tones, while our new family-friendly Happy Halloween partyware features the more traditional icons and colours.” ​He also expects to see people getting creative and buying more decorations and balloons in general. “We are seeing customers buying into decoration kits and balloon garlands to do themselves at home.

It’s great that they are willing to try!” ​The focus remains on balloons for Pioneer Europe as well, with affordable home décor options continuing to lead the charge. ​“Balloons are a quick and cost-effective way to add maximum decorative impact,” says head of marketing Julie Dommett. “We are also forecasting that stuffed balloons filled with sweets will be more popular than ever!” ​Qualatex offers a broad

range of balloons, from sweet to spooky and caters for young tastes with animated or fun characters – such as cupcakes and a skeleton balloon dog – through to stylish or funny adult messages including Day of the Dead designs and ‘I’m here for the Boos’ messaging. ​“Good window displays and social media presence will be key to driving sales,” Julie explains.

Her top tip is to use Bubble balloons for Halloween deliveries wherever possible. “Their long float time means they can be delivered a day or two before Halloween, helping to ease order congestion on the day!” ​Over at Creative Party, marketing manager Shayna Bowles also expects the strong sales of balloons and partyware to continue through Halloween. ​“Consumers will carry on celebrating at home – within the social distancing constraints – and partyware and balloons are one of the most visually impactful and low maintenance ways to do that!” ​Shayna’s top tip is for retailers to stock a selection of solid colour balloons in the top-selling Halloween colours – black, lime green, orange and violet. “These can then be merchandised in the everyday selection after the season ends, making sure there is a minimal stock risk.” ​So with customers buying everything from DIY decoration kits to elaborate displays for home delivery, it’s clear that there are high hopes for balloons to be this year’s Halloween hero.

Left: Ghost Party tableware from Smiffys is a cute option for any gathering. Right: Creative Party’s family-friendly party range is ideal for children’s parties. Right above: Pioneer Europe has a wide range of kid-friendly Halloween options. Below: Northstar’s ‘boo’ script is a Halloween classic.

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HALLOWEEN 2020

A range of large Microfoil shapes from Qualatex can be filled with either air or helium, making them super versatile.

The 50” Glitzy and Glam Bat makes an instant statement and pairs well with 11” latex balloon designs.

HALLOWEEN AT HOME

Henbrandt A new collection of balloons from Anagram include these coordinating pastel-coloured ‘Boo’ Supershapes, as well as three new Halloweenthemed AirLoonz designs.

Belbal has launched an absolutely terrifying collection of weird, scary and creepy designs to help make this year’s Halloween even more spook-tacular than usual.

offers a wide range of classic Halloween partyware such as balloons, treat boxes and bunting, ideal for people having their own celebrations at home.

Qualatex Bubble Balloons are hugely popular at Halloween as they can be delivered a day or two beforehand and will last throughout the whole season.

This great new adult party range from Amscan is called Boneshine Fever and features stylish and mystical iridescent tones for a grown-up look.

A number of options are available from Qualatex for both kids’ parties (cupcakes, sprinkles and balloon dog skeletons) and more adult themes, such as Day of the Dead.

The new family-friendly Hallo-ween Friends partyware from Amscan is full of traditional icons and colours and works well with this cute ghost plate.

Available via special order, Creative Party’s new Friends of Halloween tableware range features pumpkins, black cats, spiders and bats, offering a colourful collection of disposable plates and napkins.

An exclusive new tableware range from Smiffys includes this scarily fun Monster Party collection, with napkins, tableware, bunting and treat tubs – perfect for little terrors of all ages.

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COLUMNIST

The spookiest time of the year will soon be upon us, and it’s always a good time for the party business. This year is set to look a little different, with big parties banned and trick or treating at risk. But people still want to have fun and customers craving a taste of normality are as eager as ever to buy.

Above: Babita Devi, director of The important thing is to show them marketing company bStratgeic. how Halloween can look in 2020, as marketing and party expert Babita Devi explains.

Scare up some sales CELEBRATING, 2020 STYLE “Both businesses and individuals may need a little more inspiration than normal this year, but you can still maximise basket spend by being creative and building some excitement around the holiday.

Fancy dress will always be important and there are a few things you can do to lead the way in 2020. For those venturing out, a typical costume mask doesn’t provide any covid protection and wearing two masks is not recommended. Understanding your customer’s concerns and worries lets you meet them where they are, and help them find ways to have fun but also stay safe. Could you stock protective masks that are decorated as part of a costume?”

DIGITAL DEMONS “Other people will choose to stay at home and celebrate via video chat.

In fact, with Zoom reporting revenue well over double that of 2019, it’s safe to say that video chat is now a very important part of everyday life and keeping people connected.

As more and more people are enjoying visual platforms like Instagram and TikTok, dressing up is as popular as ever. You can aim to appeal to these customers by stocking a range of items that can be clearly seen on camera. Things like hats, wigs and anything else that focuses on the head and shoulders are likely to be more popular than shoes and leggings!”

When it comes to handing out sweets there are a lot of good ideas to keep contact low, from pegging goody bags to a washing line or giant spider web, to sliding them down a six-foot-long pipe. All of these rely on treats being provided in small, sealed, bags, which could offer a retail opportunity.

‘Ghosting’ is a growing trend where people secretly leave a Halloween themed goody bag on a friend’s doorstep.

The goody bags present all sorts of possibilities, from sweets and treats to craft projects and joke shop items.

One simple idea that involves the whole community is a scavenger hunt.

Children can hunt for pumpkins or other decorations in their neighbourhood and parents can give them treats as a reward.”

MAKING THE MOST OF OPPORTUNITIES “As you can see, there are plenty of ways to enjoy Halloween this year.

The important thing is to have fun without compromising safety. Your marketing can inspire people to think even bigger than usual and create a day of fun to brighten the autumn season.

As your customers start to see the possibilities, you can make it easy for them to spend that little bit more by suggesting complementary products.

A display of items that are frequently bought together can be a powerful tool, prompting people to add just one more thing to their basket.

Similarly, if products go out of stock you can suggest alternatives.

Customers may not want to search for something suitable and can simply abandon their cart in frustration.

Make it as easy as possible for them to find what they need and they are more likely to complete the sale.”

Left: Pumpkin hunts are ideal for keeping children (and adults) entertained.

Below: It’s worth stocking a range of protective face masks in Halloween-friendly designs.

COMMUNITY SPIRIT “Retailers can engage with customers via social media campaigns that build communities and even create a party atmosphere, with anything from dressing up competitions to scavenger hunts with tiny pumpkins hidden in photos for customers to find.

SEPTEMBER/OCTOBER 2020 PROGRESSIVE PARTY EUROPE

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