Halloween costumes can be simple or elaborate. They can be funny or frightening. They
give us the opportunity to indulge our fantasies and briefly take on another identity. We
can be a clown or a vampire; a huge rabbit or the Grim Reaper; Richard Nixon or Elvis. We
can leave pressures and frustrations behind and join other fantasy characters in a brief
escape from the real world.
Who rents Halloween costumes?
Everyone is a potential costume renter. There has been tremendous growth in the popularity
of Halloween celebrations. Origins date from medieval times, but it was Americans who
first made Halloween a children's event, focusing activities on trick or treating.
Recently, it has evolved into a party time for adults. Halloween has become the
second-largest consumer holiday in the world. (Christmas is first.)
Costumes with continuing popularity include witch outfits; capes and masks for vampires
and other sinister characters; clowns; and various period costumes such as southern belle
gowns; cowboy togs; uniforms of police officers and firemen; priest and nun costumes; and
armor for knights. Masks can be used with a variety of attire.
"Rental stores always should carry the basics," recommends Gary Spiegler,
president of Traveler Trading Co., Clifton, N.J. "These include robes, witches,
devils, vampires and clowns."
"All rental stores should have robes for ghouls and Grim Reapers, flapper dresses and
1920s costumes, French maid uniforms, a selection of pirate outfits, togas and other Roman
attire, and Cleopatra and other Egyptian theme costumes," says Leslie Fournier, sales
manager at Alexanders Costumes, Riverside, Calif.
John Kenny, sales manager for La Mendola, Smithtown, N.Y., says full costumes for couples
are popular.
There also are costumes based on characters from movies and television. Star Wars
characters remain highly popular, suppliers report, and should be in high demand this
year, too. Star Trek costumes continue to move well, and the se-ries of Batman movies make
those costumes moneymakers.
Masks representing show business personalities and political figures continue to be fun.
Richard Nixon's scowl remains in vogue. Elvis masks are compatible with a variety of
flashy clothing. New masks depict current film stars, but suppliers advise rental centers
to choose carefully; popularity of many characters can be short-lived.
Designers continue to create novelty costumes. A well-liked item is the topsy-turvy
costume that creates the illusion of two people dancing. When the wearer takes a bow, it
is revealed that there is only one person.
Accessories greatly increase the profitability of Halloween costume business. Some - such
as swords, weapons, canes, hats and props appropriate for costume characters - can be
rented. Wigs, false beards and mustaches, costume jewelry and makeup are sale items.
Role of the rental center staff
Renting a costume for Halloween is a frivolous action and is recognized as such by most
customers. Many customers don't have a clear idea what they want when they come to a
store, and impulse influences their decisions.
There are few other areas where rental personnel have the opportunity to so greatly
influence what a customer rents and purchases. Creative and helpful counterpeople almost
always can increase the value of a rental by suggesting appropriate accessories to go with
a costume. Sales of accessory items easily can exceed the costume rental price.
The average costume customer, says Philip Morris, president of Morris Costumes, Charlotte,
N.C., can be expected to spend from $100 to $300.
"Prepare lists of accessories for each type costume, and attach them to costumes, so
customers will not overlook them when rentals are booked," says Spiegler.
"Carry accessory products not available at chain retail stores," advises
Fournier.
Halloween costumes often are rented at the last minute. Popular costumes should be stocked
in different sizes, but sometimes supplies still aren't sufficient to meet demand. The
creativity of the rental center staff can save the day by suggesting costumes that still
are available, often mixing pieces for interesting and unusual effects.
Rental centers should begin promoting Halloween in early September, says Kenny.
"Customers will know to go to your store when they decide to rent a costume."
"Keep your costumes clean, fresh and new looking," says Fournier. "Keep a
new look in your shop."
Store displays boost business, believes Morris. "Display as many kinds of costumes as
possible and use different makeup combinations," he says. "For example, show a
werewolf head and list makeup items and prices necessary to achieve the effect. Display
costumes and accessories together and place mask and costume combinations on mannequins.
Photos can show what period costumes look like."
Finally, develop an efficient procedure for checking in costumes and inspecting them for
damage and excessive soiling. There always is a big rush to return rentals, but check-in
is the best time to discover problems.