By Ed Avis
Halloween is the costume shop owner’s favorite holiday. A steady flow of customers, lots of inventory moving off the shelves, a pile of cash in the till. Halloween 2022 should be solid, based on the fact that last Halloween was good despite the lingering effects of COVID. This year COVID is even less prevalent, so trick-or-treaters and Halloween party-goers should be filling our aisles in a couple of months.
But this year let’s make a point of welcoming every customer. Some customers – or rather, potential customers – may not have felt fully welcome in our stores in previous years. I’m talking about customers who may be larger than your typical trick-or-treater. Or who may want to express themselves with drag attire. Or who have a disability that makes wearing a typical packaged costume impossible.
Regarding that third category, the NCA's “Halloween for All” campaign encourages costume shops to accommodate all of their customers, including those with disabilities. The components of this campaign include a booklet that helps costume shop owners understand the needs of people with disabilities; a webinar on the topic; and stickers that NCA members can put in their window indicating they welcome all customers. (All Buyer Members should have received their window sticker and booklet in the past couple of weeks - if you didn't get yours, email me ASAP: executivedirector@costumers.org)
Start With a Conversation
Here are some ideas regarding better serving customers with disabilities. First, start the visit with a conversation. Some people have disabilities that are not visible, and asking a few questions about what kind of costume they would like to wear and what their limitations may be will show that you care about their needs and get the ball rolling on a positive shopping experience.
If the customer in question has a sensory disability, such as autism, his or her needs may include fabrics that are not “scratchy”; a mask that can be shown without actually touching the face (for example, you can attach a stick to the mask so the person can put it up to his or her face); or a costume that can be quickly and easily removed.
Customers in wheelchairs may be accommodated with accessories that turn the wheelchair into part of the costume. For example, with a few pieces of posterboard and other decorations, a wheelchair can become a princess’ royal coach or an astronaut’s spaceship. Other customers in wheelchairs will simply want a costume, but they may need it to be a larger size or they may prefer one that comfortably drapes.
People with disabilities that affect their limbs may also need special accommodations. Someone who uses crutches, for example, may want to incorporate the crutches into the costume – they could portray an animal with four legs by decorating the crutches like the animal’s front legs, or they could dress as a zombie who just “awoke” from a hospital ward and needs the crutches to get around.
Collaborate and Promote
To succeed with customers with disabilities this Halloween, you’ll need to let them know. A great way to do that is to collaborate with other organizations serving the disability community, such as support groups, philanthropies, special schools, clubs, etc.
Contact the leaders of such groups in your community and explain that your shop welcomes individuals with disabilities seeking Halloween costumes. Perhaps suggest a workshop in your store for individuals with that particular disability. You could confirm beforehand with the leader what costume limitations and needs the individuals may need so you can be prepared for the event.
Also put out a call on your social media, and through the social media of these community groups, for favorite costume hacks for people with disabilities. Create a hashtag and share the ideas on your social media. People love sharing their ideas!
Finally, inform your local media about what you are doing. Helping people with disabilities find costumes is a great local news story during the Halloween season. Most TV stations, newspapers, and news web sites have online story idea submission forms that are easy to use. Once the local media report what you’re doing, word will spread quickly.
The bottom line is this: People with disabilities may have trouble participating in the traditions of Halloween, but astute costume shop owners can help. Doing that will not only help business, but it also will help these individuals enjoy the season with the same enthusiasm as all of our customers. Let’s make this Halloween truly a “Halloween for All.”