By Ed Avis
Halloween parties are a great time for couples to show off, and you can profit by making your costume shop a couple’s costume destination this fall.
“Couples costumes can be a cash cow at Halloween,” says Linda Foat, owner of Camelot Costumes in Freeport, Illinois. “I always try to listen to what my customers want. They come in with an idea or concept and I may not have any idea what they are talking about. Thank goodness for the internet and search engines. In a matter of moments I can look up the character(s) and nine times out of ten I have something that works perfectly.”
This year, prepare your store for Halloween by gathering the basic materials for a wide range of couple’s costumes, and then promote their availability on your website, in your advertising, and in your store.
Below are four categories of couple’s costumes, though there are countless others. The key to each of these suggestions is that they involve costumes that your customer probably is not going to be able to throw together at home (for example, there are some funny couple’s costumes made from cardboard boxes and magic markers – people don’t need to shop in your store to make those):
The Classics
Romeo and Juliet – This is perhaps the most famous couple in history. To pull it off, the man has to wear a Renassiance-period prince costume, which commonly includes a doublet, slops/breeches, and a flat hat. If you’re outfitting a Shakespeare play, you probably have these pieces in stock. The Juliet can get away with any long, simple dress, but if you have actual Juliet costumes, make the pair a combo deal!
Robin Hood and Maid Marian – Robin Hood can be portrayed in a variety of ways, from a sort of tough dude with a hooded tunic and a rope belt to a more effeminate presentation that includes a short tunic and tights. A fake bow and arrow, and perhaps a quiver, round him out. Maid Marian is usually a Medieval dress with long billowy sleeves and a headpiece, but your customer may opt for a more “sexy” look with a low-cut top and mini skirt and boots.
Funny Contemporary
Donald and Bernie – A big orange-hair wig, orangey makeup, and a “Make America Great Again” hat can make a decent Donald Trump; and a half-bald, half-gray headpiece and a “Feel the Bern” button gives you Bernie Sanders.
Progressive Flo and Allstate Mayhem – These two insurance pitch people make a great pair. At a minimum, the Flo costume includes a dark brown wig with a blue ribbon and a white apron with the Progressive logo. Add in a white, short-sleeve polo shirt, white jeans, a “Flo” nametag and a “I [heart] Insurance” button for extra profit. The Mayhem guy is much less likely to involve store-bought items, because he basically wears a black suit and tie. But you can tempt the guy with the requisite face makeup and a pink headband (from the “I’m a hot babe jogging” version of the commercial).
Pop Culture
Superhero couples – There are lots of possible combinations for superhero couples, such as Batman and Catwoman; Superman and Supergirl; Superman and Lois Lane; the Incredibles couple; Wonder Woman and Captain America; etc. Nearly all of them involve store-bought costumes and/or accessories, so stock plenty of capes, black masks, and tights to serve these customers.
Curious George and the “Man with the Yellow Hat” – In this pair, the woman wears a brown monkey costume and clings to the man, who is wearing a yellow shirt, pants, tie and hat. Few men keep yellow clothes in their closet, so this costume is ideal for the costume shop.
Packaged Couples Costumes
There are many packaged couple’s costumes on the market. Some are cute – such as “bacon and eggs” – while others are raunchy – such as “plug and socket” and “USB port and stick.” One that falls in between is hot dog and bun – the woman becomes the “bun” and the man is a long, red, hot dog. Others in the food category are ketchup and mustard, salt and pepper, pizza and beer, and Jack and Coke.
Advice
Foat offers five tips to shops that want to sell more couple’s costumes: Know your classics; know your customer; keep looking for more options; listen to your customer; and use the internet when your customer asks for a couple’s costume you’re unfamiliar with.
“I have found that what a couple chooses depends on whether it is the husband or the wife that is choosing the costumes,” Foat says. “Ladies (and there are exceptions) usually choose a famous couple, i.e. historic, movie, TV, fancy. If it is the husband choosing (again there are exceptions) they tend to be silly, slightly naughty (sometimes very naughty), superhero and usually simple/cheap.”