Party City to Open 90% Fewer Halloween Pop-Up Stores
Party City will open about 90 percent fewer Halloween pop-up stores than last year as the coronavirus pandemic makes many traditional Halloween celebrations scarier than usual. Earlier this week, the Centers for Disease Control and Prevention recommended avoiding door-to-door trick-or-treating and crowded indoor parties or haunted houses to reduce the risk of spreading COVID-19. The retailer is planning on opening 25 Halloween City pop-up stores nationwide this fall. Party City still plans to hire about 80 percent of seasonal employees hired last season, or 20,000 people. Each store will have more seasonal workers to help handle curbside and in-store pickup orders, including an extra four or five workers at the pop-up Halloween City stores.
Total Retail's Take: The specter of a Halloween severely limited due to the coronavirus is causing retailers, including Party City, to rein in preparations and spending on the holiday. According to the National Retail Federation, more than three-quarters of consumers say the virus is impacting their Halloween celebration plans, with overall participation down to 58 percent. However, retailers serving Halloween shoppers, from costumes to candy, shouldn't lose all hope. According to the same NRF report, consumer spending on Halloween is expected to reach $8.05 billion, down slightly from $8.78 billion in 2019, due to the drop in participation. However, those who are celebrating plan to spend $92.12 on average compared with $86.27 in 2019.