Halloween's a Treat for Party Cataloger

Share this content:
While many consumer catalogers are gearing up for the winter holiday season, one online and offline party supply cataloger has ghosts and goblins in mind because it anticipates Halloween will drive its biggest boost in sales.


IParty Corp., which operates a 7-month-old Web site named iParty.com that sells party-related goods, rolled out its first print catalog this week to 100,000 mailboxes. A summer catalog drop is planned for June.


The New York-based e-commerce company sells paper plates and cups, costumes and party favors for children's and adults' parties.


"By far, our biggest opportunity and selling season is Halloween. So as soon as we're done with our summer catalog, we're going to start our Halloween catalog, and our whole Halloween integrated marketing plan," said Gregg Driben, vice president of marketing at iParty.com.


The company plans to roll out its fourth catalog for the winter holiday season, which is the second-largest season for the party supplies industry, Driben said.


While the company hopes to drive traffic to its Web site with its print book, its goal is to acquire new customers, both online and offline.


"There are two universes out there, and we want to capture them both," said Driben. "We want to get catalog buyers who have shopped in the party goods area. We also want to work with our strategic partners to help build our list."


List Advisor Inc., Farmingdale, NY, is the list broker for the cataloger.


The cataloger's primary target is working mothers with young children, said Driben, who would not share how much the company has generated in sales to date.


Quebecor Printing Corp., Hoffman Estates, IL, handles printing and production of the books, which is designed and copy-written inhouse.


Driben said iParty, which does not have its own retail store component, is "actively talking" to some bricks-and-mortar retailers and expects to announce partnerships in the next few weeks.


Earlier this month, iParty signed a deal with SesameStreet.com, under which the content Web site for preschoolers and their parents will create an online "party machine" -- a tool to assist parents in planning their children's parties. Also as part of the agreement, iParty will be the exclusive provider of party supplies to visitors of www.sesamestreet.com, which will provide links to iParty's Web site.


IParty will have access to the mailing lists of Children's Television Workshop and Sesame Street under the terms of the agreement, Driben said.


The party-planning site is launching a business plan later this year for a business-to-business division, but "consumer is the top priority" for the e-tailer, Driben said.


While he named BirthdayExpress.com as iParty's main competitor, he doesn't think it faces much competition.


"The category is wide open and very new, so unlike a lot of other categories in the e-commerce world where there are hundreds of competitors, we're ahead of the game," Driben said.


Meanwhile, Jan Jewell, co-CEO and co-founder of BirthdayExpress.com, disagrees. "There's probably, to my knowledge, 30 to 40 different Web sites trying to sell party supplies."


BirthdayExpress generated $18.6 million in total revenue in 1999, said Jewell, who also stated the 6-year-old company does not break down catalog and e-commerce sales.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above