#456 - Ghosts, Goblins, & $50 Million: The E-commerce Business of Halloween Costumes

In this episode of the AM PM podcast, Kevin King interviews Fraser Smeaton, co-founder of a $50 million costume business, about the Halloween industry and selling seasonal products. Fraser shares insights into the history of Halloween, its global popularity, and the impact of commercialization. He discusses the challenges and strategies of managing a seasonal business, including inventory, marketing, and competition, particularly from companies like Timu and Shein. Fraser also recounts the journey of building his costume business, from its early days as a side hustle to its current success, emphasizing the importance of understanding customer avatars, leveraging data, and adapting to changing market dynamics. The conversation touches on licensing, branding, and potential expansion opportunities, such as pet costumes and international markets like Japan.