Demand for Halloween goods has increased in Russia
[ad_1]
Citizens have regained their interest in Halloween. After last year’s decline, retailers are seeing an increase in demand for costumes, makeup kits, decor, announcement services for party planning services, and bars launching events are expecting an increase in traffic. The turnover of Halloween establishments could grow by 5–15% year on year, experts say.
In Russia this year, the demand for goods for celebrating Halloween and services for preparing themed parties has increased, according to a study by Avito Services and Avito Tovarov. Halloween is celebrated around the world on October 31; in the Russian Federation, events are usually planned for the last weekend of the month, which this year will fall on October 28–29. In anticipation of the parties, sales of carnival costumes on Avito increased by 63%, masks – by 1.5 times, themed interior items – by 85%, and the main holiday attribute – decorative pumpkins – by 71% year on year. Interest in organizing parties during this period increased by 74%, the demand for catering services quadrupled, and for the services of specialists in applying thematic makeup by 122%, Avito calculated.
Representative of Yandex. Marketa’s most popular items include masks and costumes, makeup kits, holiday decor – candles, garlands and other home decorations with spiders, bats, pumpkins. Compared to October last year, demand for these goods has doubled, the company says. The owner of the Leonardo chain, Boris Katz, also noticed a “significant” increase in demand for Halloween themed goods.
Ozon reported that this year, from September 19 to October 19, relative to the same period last year, the number of search queries for Halloween products increased by 1.5 times, and sales increased by 2.7 times. The average bill for suits increased by an average of 36% year-on-year, added a representative of the site. Ozon also notes an increase in demand for holiday makeup – for example, sets for themed manicures.
Last year in Russia there was a decrease in interest in celebrating Halloween, which was associated with the depressed mood of consumers, including due to the announcement of partial mobilization on September 21, 2022 (see “Kommersant” dated October 27, 2022). Managing partner of Vanchugov and Partners Alexey Vanchugov says that pent-up demand is being realized this year, and the revival due to Halloween is felt in the segments of children’s goods, entertainment venues and public catering.
After the pandemic and the negative information background due to the outbreak of hostilities, consumers are returning to the normal paradigm, in which Halloween is present, and business is responding to this request, notes Mr. Vanchugov.
The manager of the Alpaca bar, Sergei Chesnokov, notes that organizing such thematic events is not suitable for all establishments; bars and clubs, rather than classic restaurants, often use the opportunity to additionally attract visitors in this way. The celebration of Halloween practically coincides with the Day of the Dead, which is celebrated in Central and South America, so the Peruvian Alpaca bar is planning themed events, special decor and menu, says Sergei Chesnokov. The manager of the Bijou bar, Olga Pakhtusova, notes that the establishment hosts Halloween events every year and this year they expect an increase in interest and traffic. Halloween, according to her, falls in the off-season, when a number of holidays, such as New Year, February 14, February 23, March 8, have long passed and there are not enough mass events.
According to Alexey Vanchugov’s estimates, establishments and stores that have launched themed events and assortments for the holiday this season can see their turnover year on year increase by an average of 15%, and only holiday decorations can give an increase of 5–7%. The founder of the Meat & Fish chain, Sergei Mironov, says that some establishments may organize themed events or decorate their space for Halloween, but in general, the interest in the holiday that was in the 2000s is no longer noticeable.
[ad_2]
Source link
