Wed. Oct 27th, 2021


Halloween Adventure expects it to be the best holiday season ever and possibly the last.

The store has been a part of the East Village in New York for 40 years, providing the costumes and props for countless processions, festive parties and horror movies. But after losing $ 2 million when Covid-19 kept the fraudsters at home last year, he urged customers to buy gift cards to keep them afloat.

The store reopened in mid-September, but the future rests on what happens between 31 and 31 October. ‘

A ghost haunts U.S. retailers as they approach the all-important holiday season as crowded container ships, overcrowded ports and a shortage of truck drivers leave stores uncertain about whether they will get enough goods to meet a rapidly growing demand from consumers.

Disruptions at suppliers in China, Azintime’s store has left a few items behind, but most stores that specialize in Halloween costumes, decorations and sweets seem relatively immune to such fears. The National Retail Federation (NRF), using survey data from Prosper Insights & Analytics, predicts that Halloween sales will rise by nearly 16 percent to a record $ 10.1 billion this year, or $ 102.72 per person. rise.

The growth rate will be about double the 7 to 9 percent increase in total retail sales that Deloitte analysts expect for the core holiday season between November and January. The extraordinarily high expectations for Halloween this year reflect two key factors, analysts say.

The line of seasonal spending has tripled in 15 years, showing that Halloween sales for U.S. retailers have grown strongly

The first is that people want to celebrate again. With Covid vaccinations widely available and fewer pandemic-induced restrictions than last year, “consumers are hungry to return to normal social gatherings and to celebrate together again,” said Barry McCarthy, president and CEO of Deluxe, a payment and technology company.

A survey in September for the National Confectioners Association supports the expectation and found that 82 percent of Americans planned to celebrate the Halloween season 2021, compared to 70 percent in 2020. A separate poll by Axios and Ipsos showed the revealed that 68 percent of parents saw little or no risk of reversal or treatment this year, compared to 51 percent last year.

“We are expecting a very strong season,” the association said.

The second factor is timing: because Halloween falls almost two months before Christmas, retailers have stocked up before Covid’s more contagious Delta variant has disrupted the ability of factories, ports and logistics businesses to get enough staff. Congestion at West Coast ports and a shortage of truck drivers are likely to be delayed deliveries for the hectic weeks between Thanksgiving and the end of the year.

“Retailers have taken a number of measures, such as bringing in Halloween products earlier than usual to ensure their shelves are filled with seasonal sweets, decor and other items before the important holiday,” said Matthew Shay, head of the NRF .

A guest poses during her tour of an open-air Halloween event in Los Angeles

A guest poses during her tour of an open-air Halloween event in Los Angeles © Etienne Laurent / EPA-EFE

Although Halloween sales are expected to be stronger than those in the run-up to Christmas, analysts say they will be keeping a close eye on clues about consumer behavior.

“Halloween is the start of the holiday season,” said Neil Saunders, managing director of the GlobalData research group, who said it would provide insight into consumers’ new shopping schedules and the shifting balance between spending between stores and e-commerce sites.

At Halloween Adventures, Azintime expects ‘a very strong season’, but thinks that the task of saving his store in New York will fall to Spider-Man, Batman and their fellow superheroes. He predicted that these costumes would be the most popular choice this year “because people want to be better than something they’ve lived in for the past year”.



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