This is how it's going for Swedish Halloween websites

Sometimes you get a brilliant idea. "Halloween is just around the corner, what could be better than seeing how the websites that sell Halloween stuff are doing? Perfect! There are so many of them!" It fits even better considering that Svensk Handel recently released a forecast indicating that we will spend 1.2 billion Swedish krona on Halloween this year.

Then it turns out that... quite a few of them are Danish. Suddenly, there were significantly fewer to choose from. Then comes the philosophical question of what actually qualifies as a "Halloween website"? Websites that Swedes turn to most often for special holidays or themed parties throughout the year? That is, companies that sell items that are explicitly Halloween-themed, while also having roughly the same assortment the rest of the year? Well, that will have to do!

Last but not least, we set the limit at a minimum of 1 million Swedish krona in turnover during the latest financial year and... suddenly we had a much shorter list than I thought at the beginning. But deliciously good, just like the candy!

Turnover Down – But Profits Soar

Looking at turnover, Partykungen still plays in a league of its own with over 280 million Swedish krona in the bank. But revenue is down slightly compared to the previous year, and that pattern is repeated by almost all of the four largest players at the top. The smaller emerging players on the list, however, are moving in the opposite direction.

But when we shift our gaze to the bottom line, a completely different picture emerges. There, profitability has strengthened significantly across the board:

• Partykungen more than tripled its result, from 4 million to nearly 13 million Swedish krona.
• Both Coolstuff and Partyhallen have made strong turnarounds, with previous multi-million losses turning into black figures.
• At the bottom of the list we find the list's big rocket: Tingeltangel, which surged by a full 76 percent in turnover and passed 11 million Swedish krona.

All figures in the table below are in thousands of Swedish krona (tkr).

* The figures for Partajshop refer to 23/24.

Have we missed any website? Do you have any other comments about the list? Get in touch!