October is hands down the busiest month for retailers in the Halloween business. Costumes, wigs and all the trimmings fly off the shelves quicker than sales representatives can sign reorder slips. Halloween Adventure is one company that knows this feeling well and has taken the necessary steps to keep that high all year long.
Launched in 1981, Halloween Adventure operates a chain of seasonal costume shops that have spurred the opening of a year-round chain, Masquerade.
Halloween Adventure and Masquerade have quickly become a costume shopping mecca for young party goers on the East Coast. "We have to use police to control the lines because they go around the block," said Bob Shank, CEO of Bliss Avenue, the company's newest chain. "Halloween Adventure makes costume shopping an experience. It's more of an event now than the actual party."
Last Halloween season, Shank predicted Halloween Adventure would open 65 pop-up stores, but ended up actually opening close to 100 across the country. According to Bruce Goldman, president of the company, Halloween Adventure will open approximately the same amount this year. There are currently four year-round Halloween Adventures located in Philadelphia, Pittsburgh, New York City and South Carolina.
For the 2008 Halloween season, Goldman has picked up Delicious, Rubie's newest division of sexywear. "I think it will be very strong," he said. He also stated that Rubie's Secret Wishes, Dreamgirl, Leg Avenue and Forplay will sell well during the Halloween season.
"I also still think sexy super hero costumes will carry a lot of strength, followed by occupational [costumes]," said Goldman.
As for shoes, Halloween Adventure will be carrying new styles from Pleaser, Ellie, Secret Wishes and Delicious.
Even in this touch economic climate, Goldman says Halloween Adventure has not phased out any brands. "But we are trying to be more conscious of keeping price points a little softer since shoppers are going to be more conscientious of what they're spending," he said. Additionally Goldman stated since Halloween falls on a Saturday this year, which is a very favorable day for the holiday, it should neutralize the impact the economy might have on sales.