As 2012 rolls out, retailers are looking for every edge to build a successful year, especially if the holiday season was less than spectacular. One often-overlooked market that has more sales potential than imagined is masks. I’m sure that will raise some eyebrows of doubt, but this market has been growing quietly under radar for the last few years.
You have seen them in movies and in reality shows, but probably had little idea how popularity was growing. Today schools are doing masquerade proms; couples are having Mardi Gras or Venetian weddings; fundraisers are using masks to raise money; and masked balls are growing in popularity.
When your customers need large quantities, they usually turn to masquerade masks because they get a reasonably good look at very inexpensive price. One-step up is feather masks—still inexpensive, but exceptional in appearance.
However, the surprising big winner in today’s market is Venetian style masks. They have a history that dates back to the Renaissance where the art had its own Guild in Venice. Masking was common in Venice and eventually got out of hand, causing the Church to step in and limit the time to Carnival, from the Feast of the Epiphany until Mardi Gras Day.
