Online fancy dress and party products retailer Party Delights has revealed record Halloween sales for the first two weeks of October since the company was founded 20 years ago.
The £35m turnover company has achieved 36 per cent more Halloween sales than Party Delights achieved for Halloween 2019 and 65 per cent more than Halloween 2020, which was impacted by pandemic lockdowns. Sales are expected to gather even more momentum as Halloween approaches.
Party Delights, which employs 160 people at its offices and distribution warehouse in Manchester, is on target to sell more this year than both Halloween 2019 and 2020 combined.
Halloween-related searches on the retailer’s website are 146 per cent higher than for the same period last year. Party Delights’ top five selling costumes so far in 2021 are Zombie Cheerleader, Spider Girl, Glaring Reaper, Baby Bat and Dracula Boy. According to the company, the majority of adult costume sales take place in the last two weeks of October.
Commenting on the business’s record performance, Party Delights managing director, Claire Grasby, says: “We are experiencing unprecedented Halloween demand which has broken all our previous sales records. A major contributory factor is that the UK’s party loving people are desperate for an occasion to go all-out after missing out during lockdown. Halloween provides the perfect opportunity to do so before the Christmas festivities begin and it’s apparent that people are buying their Halloween must-haves much earlier than usual to avoid missing out on their favourite costumes, decorations and props.”
Grasby continues: “Our outstanding results in the run up to Halloween build on the exceptional growth in sales we have seen across the business during the last 12 months, particularly since lockdown restrictions began to ease across the UK.”
She adds: “We continued to evolve our business throughout the pandemic to ensure we further enhanced our online shopping experience for the benefit of our customers as part of our growth strategy.”
Grasby concludes: “Everyone at Party Delights worked incredibly hard to successfully deliver that objective and I am hugely proud of what the team here has achieved despite the challenging circumstances. We fully intend to build upon the momentum we have generated at Halloween as we enter the Christmas trading period.”
Party Delights is a wholly-owned subsidiary of Milton Keynes-headquartered Amscan International, the global designer, manufacturer, distributor and retailer of party products and supplies. The company employs 2,500 people worldwide and has a turnover of £200m.
Amscan International was subject to a management buy-out in January this year which was supported by Manchester, Leeds and London-based private equity fund Endless.