Spielwarenmesse: Halloween – successful retailing with DIY & licensed products

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10. October 2016 / Marketing

Halloween – successful retailing with DIY & licensed products

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Halloween is a celebration of all things scary. This day when toilet paper and bed sheets are put to alternative use provides important stimulus to a retailer's financial year. After all, 31 October has long established itself as a second mainstay for sellers of disguises and decorations.

Halloween – successful retailing with DIY and licensed products

Halloween is a celebration of all things scary. This day when toilet paper and bed sheets are put to alternative use provides important stimulus to a retailer's financial year. After all, 31 October has long established itself as a second mainstay for sellers of disguises and decorations.

It is not just the food and costume industries which benefit from this spine-chilling business. Leisure parks, event organisers, bakeries and the entire toy and stationery sectors also offer products that go with the theme. According to the German online statistics portal Statista, Germans spend around EUR 25 on costumes for their children. Outfits may regularly cost even more in English-speaking countries. This augurs well for retailers. In the US in particular, total sales of Halloween products amount to around 7 billion dollars.

Pumpkins, ghosts and more

Retailers enjoy a particular boost in the areas of toys, food and decorations. In the case of the latter, the focus is always on pumpkins each year. But witch, ghost and monster motifs are also very popular. From noodle soup with little pumpkins and eyeball jellies through to scary tongue tattoos, there are no limits to the creativity of manufacturers.

When it comes to outfits, the trend is towards more particular individual items, such as the Star Wars stormtrooper helmet (EUR 60) and socks that look like peg legs. Consumers like to buy licensed products from the worlds of cinema and TV. There has also been another development since the emergence of social media channels: Halloween guests are not just looking to show off their outfits at the party itself anymore, but also on platforms such as Instagram and Snapchat. The trend towards do-it-yourself costumes and individualisation is a niche which retailers can cater for at Halloween as well, e.g. by offering craft accessories.

Trendy costumes

Silicone scars, artificial noses and ears and fake blood are more in demand than ever. The growing importance of costumes for adults is another major trend that is becoming ever more apparent. There is one big reason for this: unlike children, adults do not go door-to-door, but celebrate at themed parties. So retailers should not forget typical party items such as paper plates and decorative sprays and materials, not least because adults are sometimes willing to dig deeper into their pockets for the perfect party. With products suitable for Halloween, various themed worlds, sales promotions and costume tips, the retailer can offer customers everything they need for a scary celebration.


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