From Our e-newsletter
Halloween Sales Are a Treat for RetailersSeptember/October 2008
by Kari Anderson
While news broadcasts spout doom and gloom about the economy, the forecast for Halloween sales is anything but scary. According to the National Retail Federation’s (NRF) Halloween Consumer Intentions and Actions Survey, conducted by BIGresearch, more consumers will be celebrating the holiday this year (64.5 percent, up from 58.7 percent one year ago), and the average person will spend more ($66.54, up from $64.82). Total Halloween spending for 2008 is estimated to reach $5.77 billion.
“Halloween sales may be a bright spot for retailers this fall,” says Tracy Mullin, NRF president and CEO. “Consumers, who have been anxious and uncertain for the past several months, may be looking at Halloween as an opportunity to forget the stresses of daily life and just have a little fun.”
This year, consumers are planning to spend an average of $24.17 on Halloween costumes (including costumes for adults, children and pets). People will also be buying candy ($20.39 on average), decorations ($18.25) and greeting cards ($3.73).
According to the NRF, this year’s Halloween data was reminiscent of that from 2002. Though consumers at the time were uncertain about the economy and a host of geopolitical factors, Halloween spending was strong. Many consumers saw Halloween as a way to let loose during an otherwise tense period, and NRF expects to see some of the same patterns this year as in 2002.
That same year, edplay ran an article called, “Halloween Tips to Scare Away the Competition,” which detailed things a toy retailer could do to capitalize on the holiday. Since many toy stores already carry dress-up materials, why not emphasize that section during the weeks leading up to Halloween? Here are some tips from that article.
Train your staff on children’s sizes
If you have young staff members, many of them may never have dressed a child before. They need to be clued in as to what the sizes mean for different ages of children. Also, it’s important for them to be aware of which vendors’ costumes run long, narrow, or wide.
Put costumes in your windows
Dress-up items can take a big place in window displays starting in September or even late August. This reminds passers by of what you have to offer.
Stock three costumes of each style
Hanging threes on your racks makes them sell better than if there are only one or two outfits of a particular style.
Cross-sell costumes with your arts and crafts section
If a customer wants an outfit you don’t have, suggest creative ways to make it at home using your store’s children’s art supplies. Try carrying books that provide makeup tips, too.
The article offered plenty more tips that we don’t have room for. To read the rest, click here. Happy Halloween!