Business in Bloom

Business in BloomBy Kathleen Furore How to grow sales for the season ahead

The Santa suits, New Year’s Eve décor, St. Patrick’s Day leprechauns and shamrocks, and Easter Bunny costumes have been put away...and Halloween is a distant thought, at least to customers ready to embrace the warm, more leisurely pace of life summertime brings.

But what does that mean for your business, which likely relies on those big holidays for a big portion of sales?

While summer might not have the same costuming cachet as winter and spring as far as holidays are concerned, there are plenty of opportunities to keep business in bloom. And with the Summer of 2022 the first summer that communities will be fully opened since Covid rendered summer celebrations practically non-existent, it is sure to be one your customers will be embracing!

Patriotic Celebrations. Red, white and blue

are the colors of summer. Make sure you’re stocked with flags, picnic supplies, accessories and costumes (Uncle Sam, Betsy Ross, and even costumes for patriotic pets) that revelers can pick up for their Memorial Day and 4th of July parades and other celebrations.

Pride Parties and Parades. June is Pride

Month — what better time to showcase rainbow flags, banners, balloons and attire than during this monthlong celebration? Graduations. June is a big month for graduation parties! And lately, those celebrations include not only celebrations for high school and college grads, but for preschool, elementary and middle school students, too. Contact local schools to find out if they need décor for their commencement exercises. And be sure to stock merchandise dated with the graduation year — Class of 2022 glasses and cups, for example — which is what Caufield’s in Louisville, Kentucky does, according to Owner Janine Caufield. Graduation banners and balloons also are great ideas (think about offering personalized options, too).

Festivals, Concerts and Fan Cons. Tracking

what’s on tap in her community is the approach Caufield takes to keep customers coming all summer long. It’s one all shops should take to make sure they don’t miss any opportunity for add-on sales.

“We search to see who’s coming to town, what is at our local libraries — for example, a Harry Potter event at the library,” Caufield says. Other opportunities this savvy business owner will tap: “Elton John is coming to Louisville, so we will stock up on costumes and accessories for customers to wear to the concert,” she says. “And we sell anime wigs and accessories, villains and hero costumes and accessories for cons.”

Renaissance festivals also provide a business-building opportunity, she adds. Kids’ Camps. Every community has them — so why not make your business part of them? Check with your local park district and area schools to see what they’re offering. Theater camp? Make sure organizers know you can provide full costumes, accessories and props. Art camp? Consider offering a “learn to face paint” session for camp counselors, with discounts on paints for participating organizations. Day camp for little kids? Ask about setting up a face painting and/or temporary tattoo table one day on-site.

And whatever approach you take to summer selling, don’t forget the important role promotions play in building business.

“We have done discounts on holidays, or if there is a Friday 13th in any month, we have done a 13 percent off in-store only coupon. We have done a Halloween in July sale, and this year we are trying to plan a runway costume sneak peak of new and exciting costumes and wigs,” says Caufield, who notes that the new item show might not happen because of supply chain challenges.

Caufield also says the shop is revamping one of its rooms with new displays, which offers yet another chance to promote the business.

“We can announce, ‘Caufield’s is getting a makeover!’ and post new items as they come in,” she explains. “We have picked up new vendors we have never purchased from and are trying new items that we think that would sell all year not just on a season. I think you have to get your name out into the community and get involved.”

“we search to see who’s coming to town, what is at our local libraries — for example, a harry potter event at the library... elton John is coming to louisville, so we will stock up on costumes and accessories for customers to wear to the concert.”

—Janine Caufield, Caufield’s

Kathleen Furore is the editor of The Costumer.