There is more to the fourth quarter than Halloween

“People seem to have no problem
wearing a turkey hat or tie.”
Warren Berkowitz
Forum Novelties
Thanksgiving
There is more to the fourth
quarter than Halloween
By Kathy Krassner | Contributing Writer
T
The fleece turkey costume from
Forum Novelties has been a staple for
Thanksgiving costumes and school plays.
22 | February 2011 | www.partypaper.com
hanksgiving can be the forgotten
“middle child” between Halloween
and Christmas, but don’t miss this
opportunity to add seasonal sales.
As soon as party retailers are finished with
the hustle and bustle of the Halloween
season, Christmas selling is already in full
swing. It’s little wonder why Thanksgiving
tends to be overlooked rather than
promoted as the profitable partyware
category that it can be.
“Many mass-market retailers focus on
Halloween and Christmas merchandise
during this time of year, thus do not fully
capitalize on sales opportunities that fall
Beistle’s Thanksgiving lineup features turkeys,
and Thanksgiving products offer,” said Mollie Wenger,
pilgrims and Indians and includes cutouts,
marketing coordinator at The Beistle Company. “This
centerpieces, clings and novelty wearables.
creates a real sales opportunity for party stores and
“The popularity of wearable products has grown
other similar retailers. Even though consumer demand
considerably over the past few years,” Wenger said.
is not as large as it is for Halloween and Christmas
“And we have had great success with turkey hats,
merchandise, Thanksgiving can still generate
turkey eyeglasses, Indian headbands, pilgrim hats
substantial sales dollars for party stores due to less
and pilgrim bonnets.”
competition and market saturation.”
According to Warren Berkowitz at Forum
“Retailers shouldn’t underestimate the emotional
Novelties, turkey costumes, hats and ties have been
importance and consumer spending that occurs,”
a big success and that school plays are a staple for
emphasized Greg Kane, vice president of sales
Thanksgiving costumes at this time of year.
and marketing for ThemeNaps. “Thanksgiving is
“Although Thanksgiving is
the biggest travel period and
not a dress-up holiday per
among the largest sales weeks
se, we find that there are
in grocery.”
parades and other parties
Realizing the potential of this
that lend themselves to
in-between holiday occasion,
dress-up,” he said. “People
many partyware manufacturers
seem to have no problem
offer a broad selection of
wearing a turkey hat or tie,
Thanksgiving merchandise to
and I was amazed at the
help drive sales.
orders we received.”
“Amscan continues to develop
Partyware for Thanksgiving
new product that addresses the
doesn’t have to be limited to
Thanksgiving season, including
traditional themes, however;
serveware and tablecovers,
general fall-related imagery
as well as décor for schools
works well, too. For instance,
and organizations,” said Brent
in addition to offering paper
Schlosser, senior vice president
tableware with turkey motifs,
of new business development at
Boston International also has
Amscan Inc.
Cash in on the cupcake craze with Happy
Thanksgiving cupcake decorating kits from
a range of fall merchandise
Amscan’s Thanksgiving line
Meri Meri.
suitable for Thanksgiving
includes paper tableware,
that features imagery of scarecrows, pumpkins, fall
favor kits and craft kits, decorations and wearables.
leaves, fruit, etc.
To complement these partyware items and increase
“Remember that Thanksgiving was originally
overall transaction size, Schlosser suggests adding
established to celebrate the harvest and to
Thanksgiving-related giftware and accessories, such as
mark the change of seasons, and a number of
those from the company’s Grasslands Road line.
our designs do just that,” said Steven Faulkner,
Creative Converting carries an extensive array
owner/partner at Boston International Inc.
of partyware and décor items for Thanksgiving,
Patrice Batcheller, national director of sales
including tableware, treat boxes, party picks,
at Caspari, added that, “One does not have to
centerpieces, confetti, garland, banners and more.
restrict Thanksgiving to turkey themes, but
“We offer everything needed to host a formal
creating a color palette that relates more to the
dinner, an office party or a small intimate
fall harvest and abundance that they can carry
gatherings for friends,” said Andrea Zuchowski,
through the season.”
associate product manager.
www.partypaper.com | February 2011 | 23
Promoting Thanksgiving
To extend the selling season, Wenger believes that
Thanksgiving products should be merchandised
along with fall-themed accessories such as
leaves, pumpkins and scarecrows.
“Retailers should initially display
the product at the same time they
are offering Halloween goods and
in as prominent of a store location
as possible,” she advised. “Having
Decorate any holiday
Thanksgiving and fall products
table with the mini turkey
prominently displayed will capitalize
honeycomb centerpiece set
on the additional store traffic that
from Amscan Inc.
Halloween brings and result in additional
impulse sales. Thus, a good retail
“Thanksgiving is the biggest travel period and
strategy is to increase sales by having
among the largest sales weeks in grocery.”
the Halloween consumer leave your
store with purchases of both Halloween
Greg Kane
and Thanksgiving merchandise.”
ThemeNaps
Schlosser also recommends that
retailers promote Thanksgiving during Halloween.
Kane at ThemeNaps also believes in promoting
“Stuff discount coupons in customers’ bags during
the convenience factor, as given the pressure of the
the Halloween season when traffic is at its peak,
compressed holiday, helping the hostess find ways
offering them the opportunity to save 20 percent
to make decorating and clean-up easier and more
on all Thanksgiving product through the Saturday
convenient is key. ThemeNaps currently offers two
before Thanksgiving,” he said.
To help push paper tableware for Thanksgiving, Thanksgiving-specific designs of “Stand Up Napkins.”
“Retailers can create more buzz and sales for
Faulkner encourages retailers to remind
Thanksgiving by showing ways consumers can
customers that they don’t want to wash dishes.
celebrate togetherness with food, friends and family
He suggests doing a “Friday Night” special and
with a range of unique home and table decorations
promoting it with clever ways to serve leftovers.
and hostess gifts,” Kane added.
Serving many guests is another reason for
“Think party! Think celebration!” said James
consumers to purchase paper tableware.
Roberts, Web editor for Meri Meri, which offers
“Thanksgiving is about abundance and
invitations, place cards, greeting cards and cupcake kits
entertaining large groups,” Batcheller said, noting
for Thanksgiving. “If your customers enter your store
that high-end paper tableware helps customers
and get the feeling that the celebrations are already in
to “achieve a very sophisticated look for a large
full swing, they’ll enjoy buying more products.”
number of guests with ease.”
Caspari added that retailers should not look at
“On average, consumers have 18 guests that
Thanksgiving as a one-day holiday. It’s really the
attend Thanksgiving celebrations,” Zuchowski
opening to the holiday season.
reported. “Consumers are looking for disposable
“Combined with fall partyware, Thanksgiving can
tableware that will accent or complement their
have a very impactful merchandising and display
personal home tableware and décor. They also use
presence in the store and help boost sales between
disposable tableware for serving desserts and for
Halloween and Christmas,” Schlosser concluded. P
setting children’s tables.”
24 | February 2011 | www.partypaper.com