Stefano Tinti
Hold a Zombie-Making party in your store to attract customers who prefer DIY costumes.
By Ed Avis
Halloween is just about a month away…are you ready? Of course, everyone is hoping that the Friday date is super, but there are always more things you can try to get folks in the door to buy costumes and décor. Here are five suggestions:
1) Declining Sale
In this concept, you announce that you’re holding a Halloween sale in which everything is 15 percent off…for the first week in October. In the second week, it’s just 10 percent off. The third week, 5 percent. The last week before Halloween? Full price, of course. The advantage of this type of sale is that it encourages people to shop early so they’re not all jamming into your store on the last few days. And for procrastinators, oh well, they’ll pay full price!
2) Shared Coupons
Your store is probably the focal point of the Halloween season in your community, but neighboring businesses enjoy the excitement, too. So talk to the coffee shops, bookstores, hardware stores and other shops in your community and see if you can swap coupons. Give them a stack of coupons that give 5% off anything in your store (or a select group of products), and in exchange put a stack of their coupons for their businesses on your counter. Take advantage of your neighbors’ customer bases to grow your Halloween sales.
3) Sensory Sunday
People with disabilities enjoy shopping for costumes just like anyone, but some of them are unable to visit a store with a lot of stimuli. So offer a day, perhaps a Sunday, where you turn off the music, dim the lights, and otherwise provide a calmer environment for people to shop. Promote the day through centers for people with special needs, schools, and social media. Offer a pre-order option, where people can request a specific costume that will be ready for them to try as soon as they arrive, further reducing stress. And be sure to stock a collection of costumes that suit individuals who are unable to fit into typical tight costumes – such as those that are loose fitting, made with non-irritating fabric, and include masks that wearers can gently hold in front of their face instead of strapping on. Remembering customers with special needs will put your store way above any “big box” store that also sells costumes.
4) Zombie-Making Party
Zombie costumes are still super popular, so why not attract folks to your store by helping them make their own during a Zombie-Making Party? Charge a small fee that includes the supplies. Raid your local Salvation Army or Goodwill store for old, worn clothing; stock up on Zombie-color make-up; and learn the basics of Zombification from YouTube. Lead the event by showing everyone the basics and let them have fun. Give them a coupon for 5% off and many will hang around to buy more stuff afterwards. And don’t forget to make videos and take photos for your social media.
5) Adult Night
Sure, families with kids are probably your best costume customers, but if your community has a lot of young adults, give them a special night, too. Make it a weekend evening event, offer snacks and drinks, have a DJ spin some tunes, and have a make-up artist on hand to give demos. Maybe some of these young adults will pair up and return to your shop in future years as a family!
Have other ideas? Please share them in the comments section below!