Party Stuff preps seasonal pop-up

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This article was published 07/08/2024 (482 days ago), so information in it may no longer be current.

For now, the 12-foot-tall replica mummies and fog machines stay in storage. Fake blood, zombie-esque contact lenses, Santa bellies and suspenders sit in a mountain of cardboard boxes waiting for unpacking at Party Stuff’s first Halloween pop-up.

“We’re … going guns blazing this year,” said Jen Skerritt, who has co-owned Party Stuff, a local party and event supply retailer, for the past 16 months. She’s eyeing the company’s future expansion.

It starts this year: challenging seasonal mainstay Spirit Halloween at its own game.

At least, 1561 Regent Ave. West will begin as a Halloween pop-up. The Winnipeg site will transition to a holiday store — Christmas, Hanukkah and New Year’s Eve décor abounding — before taking over as Party Stuff’s permanent site in the region come January.

Party Stuff’s chief operating officer spent the August long weekend painting over the eye-popping blue walls former tenant Mastermind Toys left behind.

The team got the keys Aug. 1. By Tuesday, they were finishing painting and starting to build shelving.

Skerritt has a vision: a corner for Halloween animatronics and wall art, a section for babies and kids, another for adult costumes and accessories. There’s more than 3,000 items to fit inside.

This is a new model the company might launch elsewhere, Skerritt relayed — typically, Party Stuff has a couple aisles for Halloween.

She’s aiming to open the east Winnipeg pop-up in mid-August. The 4,500-square-foot space will solely sell Halloween supplies until early November.

“(The) clock is ticking for us,” Skerritt said, noting she’s seen Spirit Halloween signs in the city. “We want to be open as soon as we can.”

Party Stuff has locations on Kenaston Boulevard, Milt Stegall Drive and at 1530 Regent Ave. West.

It’s filled balloons and sold holiday goods for the past 40 years under the Glass family; Skerritt and husband Andrew Aiken bought the business in April 2023.

The team figured its 1530 Regent Ave. West spot required renovation. They chose to transition to the new pop-up space as a result.

Since Party Stuff will operate in both Regent spaces for the remainder of the year, as per lease agreements, the team decided to try the two pop-up ideas.

“This is kind of a good test run to see what did we do right, what did we do wrong,” Skerritt explained.

“This is kind of a good test run to see what did we do right, what did we do wrong.”–Jen Skerritt

It’s laying groundwork for future permanent and temporary stores, added Iain Sweatman, Party Stuff COO.

Party Stuff seeks to open at least one new physical store next year and, depending on the turnout this fall, another Halloween pop-up. The company sees expansion as necessary for longevity.

“It’s time for massive action,” Sweatman said. “If we don’t do these things … we’ll just get swallowed up by the bigger players.”

Some companies provide Halloween-specific competition; others, like online market Amazon, are a year-round “Goliath” to contend with, Skerritt described.

“We’re a small business with big aspirations,” she continued. “We have to have (these aspirations) if we want to compete.”

Earlier this year, Party Stuff took possession of a fire hall in Brandon and turned it into an event rental centre. The company is doing back-end work, such as revamping its website and inventory system, and attempting to grow its business-to-business wholesale clientele.

Customer loyalty points are in the works, Skerritt said. She touted Party Stuff’s suppliers — around 150, some of whom don’t sell to large corporations — and independence as reasons the company will grow.

“We’re a little bit more nimble,” she said, adding the business isn’t tied to shareholder expectations. Expanding allows for better purchasing power, Skerritt underlined.

The company hired four staff to work at the Halloween pop-up. Party Stuff’s employee count sits around 50 people.

“I don’t think the economy did us any favours in the last year,” Skerritt reflected. “We have a lot of fierce competition, people are spending less.”

Even so, the company is doing well, she and Sweatman said.

“We’re a small business with big aspirations. We have to have (these aspirations) if we want to compete.”–Jen Skerritt

The global party supplies market has a projected annual growth rate of eight to 10 per cent, noted Subbu Sivaramakrishnan, associate professor of marketing at the University of Manitoba.

He believes it’s a “hot market” for several reasons. Some consumers’ budgets have tightened amid higher interest rates and inflation. “It’s a lot more cost-effective for people to eat at home and celebrate at home,” Sivaramakrishnan commented.

He also pointed to immigration and increased celebrations of holidays such as Diwali and Chinese New Year.

Manitoba counted 22,206 net international immigrants in 2023, and another 23,250 net international migrants who were non-permanent residents and returning emigrants.

“You’re finding parties and celebrations throughout the year now,” Sivaramakrishnan said.

Skerritt believes social media, and the beautifully decorated parties found online, has helped propel the party supply industry.

A balloon counter, which Skerritt calls “the heart” of Party Stuff, will open in the new Regent location in 2025.

gabrielle.piche@winnipegfreepress.com