Party and Paper Magazine

Love Don’t Cost A Thing

It’s important to get something straight — Cupid is not Scrooge and cutting out Valentine’s celebrations doesn’t cut it with most people — especially those of the female variety. Times may be tight, but they haven’t put a stranglehold on sales quite yet.

A survey done by the National Retail Federation revealed that in 2009, consumers had planned to spend an average of $102.50 on Valentine’s gifts and merchandise, down from 2008’s $122.98. The weaker economy forces consumers to look for creative and inexpensive ways to celebrate and show their affection for each other.

For retailers, this doesn’t have to be a negative. In fact, this could be good for party stores in that extravagant gifts aren’t what shoppers are looking for. They want smaller tokens of affection, in that the survey showed that 58 percent of people were planning on sending greeting cards, up from 56.8 percent in 2008. So while maybe the jewelry isn’t an option, a smaller gift, a greeting card or a balloon from the party store is.

“Couples and spouses may cut back some because of the unsure economic situation, but most people will always find ways to splurge a little on their children,” said Adam Cannon, assistant product manager for Party Express from Hallmark. “Because of this, classroom parties will continue to see growth.

And classroom parties mean teachers and parents alike will be looking for easy, economical ways to add some holiday flair without the holiday hassle. Cannon noted that many classrooms include decorations created by the children, so just in case those aren’t needed, it’s important to offer them everything else they need — core items like plates, napkins, cups and tablecovers. However, decorations and favors will still be on many shopping lists.

“Cutouts (both individual and value packs), window clings and hanging decorations are all easy and inexpensive ways to decorate for the season or the day,” said Robert Yedowitz, vice president for seasonal party division, Amscan Inc. “Pencils, erasers and other inexpensive, school-related items are great favors that the kids can use and enjoy.”

Kathy Flynn, special projects director at Pioneer Balloon Co., added that balloons are always a big hit with kids and are an economical décor option that makes a big impact. Even something as simple as a helium-filled balloon tied to a weight can make a simple, cost-effective centerpiece that kids can take home with them.

“This also makes clean-up easy,” Flynn said, “and that’s something that your customers — whether they’re parents or teachers — can appreciate.”

Balloons are a wallet-friendly choice for your customers’ adult parties, too. For those decorating on a budget, remind them that balloons fill the space quickly, offering the biggest impact of color and design for pennies on the dollar.

And while fun toys and favors are usually the focal point of children’s parties, food is the center of most parties for adults. So start with the table — plates, napkins, cups and tablecovers — and move out from there. Demonstrate that simple heart-shaped cutouts and hanging decorations are quick and inexpensive ways to decorate a small area.
“Make it easy for them to theme a party,” Cannon said. “Offer everything they need (for the table) and then remind them that simple centerpieces can be easily and affordably used to help dress up office areas.”

Heart Smart
When it comes to the colors of the season, Cannon predicts that traditional icons and colors will continue to be popular for all seasons in general, as people look for familiarity to comfort them in down economic times.

“Traditional red and white continue to be popular,” agreed Mollie Wenger, product specialist for The Beistle Co. “While pink can be used as an accent, any other color experiences limited success by comparison.”

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Originally posted Monday, Sep. 21, 2009