Halloween Sales Up 25 Per Cent In Halifax, Says Glow President
Across Canada, there was a lot of uncertainty if Halloween would go ahead this year. From province-to-province people debated whether they should attend parties or even allow trick-or-treaters. But, in Halifax, it looks like people are ready and willing to celebrate.
The President of Glow the Event Store, Danny O’Connor, says Halloween sales are up 25 per cent this year compared to last. The company has an event store in Halifax, as well as two temporary Halloween shops in the HRM. The increased sales may seem surprising, given the Covid-19 pandemic, but O’Connor says there are a few factors that have caused people to continue with Halloween in Halifax.
“A Saturday Halloween is always more popular than a weekday Halloween,” said O’Connor. “And I think people are still wanting to do things. People still need to celebrate some ways; it may not be with a group of 200 people, that’s all.”
“People need an outlet. We’ve been cooped up.”
It’s a good thing for Glow that Halloween was successful this year. The company invested in its Halloween stock in January- an investment of hundreds of thousands of dollars.
“We didn’t really know what Halloween was going to look like this year,” said O’Connor. “Three months ago, we were very nervous, because you do your purchasing for Halloween in January. So, we’ve committed to this product, if Halloween didn’t even go.”
With 2020 lacking new movie releases, O’Connor says the more “traditional” spooky Halloween costumes are back in vogue. However, Tiger King costumes (Joe Exotic and Carol Baskin) are big sellers, after the documentary became a pop culture phenomenon. And with the USA presidential election around the corner, Trump masks have become a big seller. Joe Biden, however, hasn’t been in high demand.
“There weren’t a lot of movie releases this year, with the pandemic. And Halloween is very much predicted by movies,” said O’Connor.
Glow is a company that caters to events of all shapes and sizes. After the pandemic hit in March, sales quickly dropped by 85 per cent. A big reason for the revenue loss was due to the total lack of corporate events that Glow would cater to. Things gradually got better for Glow, but revenue is still down 50 per cent compared to previous years.
“It’s like everybody in the event business; it hasn’t been good. We’ve been hit hard,” said O’Connor.
“What helped Glow a little bit is we’re diversified. Our mobile sign division, that didn’t really get hit.”
Glow has pivoted their products during the pandemic as well. With people unable to have traditional birthday parties, Glow began making yard signs so loved ones could wish someone a Happy Birthday, while still social distancing.
The event and party company also has a treat for the Christmas season. Starting on November 26, the Glow Gardens light festival will open to the public at the Halifax Exhibition Centre.