Oh, well, a-bless my soul, but what’s wrong with me?
I’m itchin’ like a man on a fuzzy tree
My friends say I’m actin’ wild as a bug
I’m in love
I’m all shook up
Hmm, ooh, yeah, yeah, yeah

Elvis Presley

I am fascinated by World Politics but am not even remotely qualified to comment apart from the ‘bleeding‘ obvious, it is all shook up , at least in the Western Democracies . I am fascinated by the party market, remain unqualified but have at least enough years within the market, feel I can have a vaguely qualified opinion. For those who don’t know, I am not referring to THE Party market, in terms of having an apparently great time , throwing vast quantities of alcohol down your throat , a quantity of ‘Party?’ drugs, playing monotonous music and in some cases hours and hours of sex ! Well that’s what I have been told. I mean balloons, fancy dress, and party decorations. Sex and drugs maybe involved but not within the Retail Market place. I think? That said I am a bit like the Drug dealer who says…..

Never touch ’em meself. I just sell ‘em .

Or at least those I watch on telly say that! I don’t go to parties but I sell the stuff that is used to create a party atmosphere.

When £70 million plus is spent on Glastonbury Festival tickets, in a matter of hours after the official web site opened for 2024, the Party market is struggling to find consumers who will spend any money to have a party at home . This is not a UK problem , I know for certain this is a world wide malaise.

Within the last 2 months, 3 of the leading brands have encountered severe financial issues. Smiffys, Amscan and Qualatex (Qualatex in North America problems started over 18 months ago) the three leading brands in Dress Up, Party and Balloons, are in the process of being restructured in one way or another. How and why has this all happened in such a short period and at virtually the same time ?

Traditionally the Party market has always weathered Economic downturns . I can remember quite clearly that during poor economic climates in recent decades it has stood up well and in some cases flourished. The consumer whilst strapped for cash, stopped going out or having celebrations in third party locations stayed at home and spent what they had on making the home party, the fun place .

So what is different? A maelstrom! I am averse to hyperbole but I think in terms of context , it is not hyperbolic. It is, if nothing else, a perfect storm and below I have bullet pointed in no particular order my reasoning. I will, then, qualify them in a little detail . All of these I believe are relevant in Europe but what I can gather is it also true of most consumer based societies.

-Covid

-Cost of living

-Change in consumer behaviour

-The Chinese

-Market Changes

Covid

Covid has been used as answer for a whole load of stuff. However, there is a lot of validity in many of the rational, massive change in consumer behaviour, supply disruptions, peaks and troughs in demand. Some of those peaks being slightly false because they were magnified by shortages of product . All the many implications highlighted long standing weakness in the supply chain.

Cost of Living

Without doubt has had a huge impact over the last 12 months. It may seem a little supercilious to say Why? As it is blindingly obvious. Yet it is not as simple,as above, in previous recessions party has faired well. The next 3 points have a lot to say about Why?

Change in Consumer Behaviour

Covid has had a major influence on consumer behaviour. I don’t really think anyone knows quite what those changes are. However, one very obvious change and example within the party market was the use and consumption of balloons (especially Latex) . It created a huge boom (more bubble in my view). Consumers being at home watched loads of youtube videos on stuff like Balloon Decorating and wanted to get in on the act whether for personal amusement or for starting a business. There was plenty of online information on how to do this and for a start up business it was very inexpensive to get set up. And set up they did, in their droves.

Going from the market being starved of product , the market is now over supplied and many of those who started small decorating business have discovered it was not quite as easy as they thought and it certainly was not as profitable.

This, however , is only one example, there are many others , yet for the most part, and I repeat, none of us know as to what they are .

Part of this change maybe along the lines of an article I have just read concerning Treatonomics . This, according to some journalists in the UK Times Newspaper, is where those on a reasonable income , but have little disposable income splash out on having fun. Generally involving going to some event or other. It has come to light when Barclays Bank has estimated that the recent Taylor Swift Tour in the U.K generated over £1 billion in additional(not including Swifts own take) revenue. This is just not ticket revenue, but hotel, travelling, eating out , drinks and everything else involved on going to a major concert. It has a term , yes, you are quite right, swiftonomics. It is not only confined to the UK as most other cities where she has performed are recording a similar impact. Moreover, some heads of state are asking for her to perform in their countries. Chile was very peeved as she decided on Argentina and Brazil . ‘What about the Chilean swifties?‘

The Chinese

This is not about the current concerns among Western Governments’ security concerns, or a poke at he national identity of the Chinese nation it is rather more direct and obvious.

As a market place we have just about got our heads around Amazon & eBay . Both heavily laden with Chinese Product. But it has not stopped there. We, the party market, have the likes of Themu, Shein, Aliexpress (Thanks David Beckham -see TV ads) to contend with. It would be very naïve to think that these have not sucked a load of consumer demand away from the traditional supply chain. Within that chain I would include home grown B2C webshop buying from local suppliers as well as market place sellers and Independent Party Retailers.

Market Changes

Prior to 2020 there were indications of market changes. For example within Party dress up, there was a consumer move away from full costumes to dress up accessories. Certainly in Europe, the costume market had peaked and was at a plateau. Within the general party market , which had developed enormously over the last twenty years, there was a feeling that it had a come to a standstill. I couldn’t count the number of customers who said ‘we need something new’. Of course there was and is a lot of new product but general it is always a variation upon on a theme. The consumer has or is changing and we have not been changing enough within the market supply chain . Circumstances now tell us we have to.

So why have 3 major brands all gone down at the same time? Is the market over supplied? Probably. A big problem within a relatively small market ( it is not mobile phones, cars, or fashion . We are talking about occasional purchases generally of lowish value) is that when a Brand dominates a market, it is difficult to achieve growth. As a consequence I believe some of the bigger players have made errors in their operations because they were striving for double digit growth or at very least market domination. If you supply all the major outlets in your market place where are you going next ? Just as significant is if you loose a major player or have your range reduced, how do you replace it ? I can only speak in terms of the UK but I am pretty sure it holds true in Europe, that the majors are supplied on a much reduced margins. If that were the case in many cases it would only act as contribution to overheads, losing that business means no contribution to overheads. Where do you go to replace this business when you are a Brand leader? An oversimplification perhaps, but it illustrates some of the problems facing big brands. What are the options ? Less turnover bigger margins. Old saying…..

‘Turnover for vanity, profit for sanity’.

But that, of course, is only part of the problem. There are other structural issues that are not easy to quantify and certainly not in a short blog. Whatever, the case the failing of major brands, it is not good for anyone. It is not good for employees, it is not good for the market in general as it creates uncertainty, at a time where there is already much uncertainty and it is not good for all the suppliers of these brands as they loose major customers, monies owed and most probably losses on existing deliveries much of which can not be diverted elsewhere. I know the latter to be true as having been contacted by a couple of such suppliers. Also it possibly leads to a short term influx of cut price merchandise . This may sound great to some , but is just one more destabiliser and devalues the stock already within the chain.

In the medium to long term the market will stabilise and the existing supply chain will learn from past mistakes and truly take stock of what the market needs and how it will operate . I am still very positive about the future of the Party Market going forward. I think it will come out of it much cleaner, more efficient and greater understanding of how the market will be in the coming years.

Why the Elvis song ? Well the title works , the image perhaps not, the lyrics definitely not but for those who don’t know, the owner of the new Smiffys, owns Graceland !