Over the decades, Halloween has become an ever-larger cultural event. Today, it offers frighteningly elaborate festivities for people of all ages. And, for retailers, it’s become a weeks-long bonanza before the holiday season gets underway.
Be sure to put out your creepy merchandise early. About 80 percent of Americans finish their Halloween shopping by mid-October. In addition, these 13 techniques should help you ring up some spine-tingly good sales.
Remember that you’re running a shop, not a haunted house. Unless you cater to horror fans or teenagers, everything should be appropriate for young children. Go easy on the sound effects and gory decorations, and keep the place brightly lit.
It’s a bad idea to cram every Halloween product you’re selling into your store windows. Instead, leave some empty space. Your windows will be more visually appealing, and it’ll make your business seem like one that values quality over quantity.
Likewise, take a minimalist approach with your interior displays. Each should exhibit just one or two popular items. That way, customers can really focus their attention on them.
Your bestselling costume should have a prominent spot in your window. Inside, set up tables with accessories for that outfit to get extra purchases.
You can really sweeten the deal for your customers by putting out a small table with candy samples. Doing so will encourage last-second buys.
Group the candies you sell by flavor. Consumers tend to look for certain flavors, not certain brands, when they’re browsing for candy. Plus, some of your shoppers may discover new types of candy as a result and thus purchase more.
Dedicate a display and merchandise area to Halloween celebrations. Many people will come into your store expressly seeking party decorations, favors and such.
Start selling your upscale Halloween home decorations in September. And, when deciding where to place them, keep in mind that women are more likely than men to buy them.
Many men relish the idea of making their own unique costumes, and they’re often competitive about it. They tend to shop for makeup and accessories during the last two weeks of October, so have plenty of those goods on hand at that time.
Point-of-sales displays and end caps that show off pet costumes can be valuable. They should target women, who frequently buy Halloween attire for their four-legged family members.
Throughout October, your food section should have a table with treats containing nutmeg and pumpkin spice. Every time autumn rolls around, consumers fall in love with these fragrant goodies all over again.
Here’s a rule of thumb for shelf space: Your scariest and most disturbing decorations, masks and so on should be positioned high up, at adult eye level. Meanwhile, candies, toys, kids’ costumes and anything else that appeals to children should be on lower shelves.
Sure, black and orange are the main colors of All Hallows’ Eve. But, if your store relies too much on those two hues, it might seem a little tacky. To mix things up, throw in some grays and lush purples.
This fall, 171 million people in the United States will spend an average of $82.93 each on Halloween products. That staggering $8.4 billion total includes approximately $3.1 billion for costumes, $2.5 billion for candy, $2.4 billion for decorations and $390 million for greeting cards. Those are some strong incentives for retailers to get in the Halloween spirit.