More Parties and Partyware Sales Predicted
By Julie Ritzer Ross, contributing editor

Halloween has become one of Americans’ top party occasions — the third-largest party day in the U.S. behind New Year’s Eve and Super Bowl Sunday, according to research conducted by Hallmark. It’s no wonder, then, that demand for Halloween paper and party goods is growing, and that the category is becoming increasingly important to retailers.

“For many of our accounts, these products have (attained) the same Halloween ‘staple’ status as costumes and outdoor décor, which given participation by adults as well as kids is not at all surprising,” states Renae Kollen, seasonal associate product manager, Creative Expressions.

Cheryl Stoughton, product line manager of Pumpkin Masters, also predicts 2004 will be a big year for indoor partying.

“We’re really focusing on the party idea, both for kids and adults,” she says, noting that Pumpkin Masters is debuting mini-pumpkin decorating kits, geared to the specially-bred softball-sized pumpkins typically seen indoors. Carving party kits include treat bags, invitations, and face-creating materials, one for kids and one for adults.

“We’re seeing a transition to more ‘family friendly’ themes, says Terri Eck, product manager, Party Express from Hallmark. In keeping with this move, paper plates, tablecloths, napkins, cups, centerpieces and door hangers depicting tried-and-true Halloween icons, for instance, pumpkins, black cats and ghosts, will generate the bulk of partyware purchases in 2004. Color palettes will reflect the return to traditional themes by incorporating colors consumers most often associate with Halloween—black and orange.

Meanwhile, the zeal with which consumers are planning Halloween parties is opening the door for sales of disposable tableware and other accessories. “While Halloween is still a value- and discount-oriented holiday, people are willing to pay more for unique things that complete the party look,” Kollen observes. Creative Expressions will roll out “fun-shaped” serving bowls and related pieces to match its paperware patterns. Cello bag and luminaria table decorations, as well as cupcake picks, will be available from Party Express.

Balloons Soar
Demand for balloons is also on the rise. Tim Dilsaver, licensing director and special projects manager for CTI, attributes this to the aftereffects of 9/11. “Since that time, people have gotten more and more into home parties, for adults as well as for kids,” he asserts.

Kari Breitbach, seasonal product manager at Anagram, corroborates Dilsaver’s comments, adding that there is a heightened tendency among consumers to consider balloons as much an integral part of Halloween party décor as are jack o’lanterns.

Not surprisingly, the increasing importance of balloons in the Halloween partyware category is bolstering a trend toward more intricate and oversized designs. Pioneer will roll out two- and three-foot microfoil balloons and a three-foot latex pumpkin face balloon, reports Kathy Williams, special projects director.

As is true in party goods, retailers can expect stronger sales of balloons with a cute rather than scary look.

“We tried a monster balloon in 2003, but the pickup just wasn’t there,” Williams admits. “For the most part, people want something ‘lighter.’”

Music For Kids
The market for offbeat, funny and, in many cases, child-friendly music is opening wide. Sound Choice’s “Hits Doctor” collection now encompasses a “Hard Rock Halloween” CD, as well as CDs that feature such tunes as “Bark at the Moon.”

“It seems that songs don’t have to be specifically for Halloween for them to be successful on the Halloween front,” says John Layton, director of sales for Sound Choice.

Carrie Power, vice president, sales and marketing at Turn Up The Music, agrees with Layton. One of the best sellers in the company’s Drew’s Famous Party Music line is “The Witch Doctor” collection of silly, non-morbid tunes geared toward the younger population, Power concludes.