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Noting that celebrating a wider variety of occasions is on the rise, Walgreens announced a nationwide launch of an expanded party supply assortment.
In stores, Walgreens is adding a dedicated space featuring nearly five times more party products than before, including foil and helium balloons under cartoon favorites, metallic numbers, stars, baby bottles, dinosaurs, mermaids, as well as those common “Happy Birthday” and “Congrats” sayings.
Party staples such as birthday candles, party plates and napkins, as well as festive accessories like an “It’s My Birthday” sash, cake toppers, banners, foil backdrops, and decorative centerpieces are available.
Walgreens said, “With approximately 78% of the U.S. population living within five miles of a Walgreens store, party prep can now be a piece of cake.”
Michael’s similarly, in March, expanded its offerings of balloons, party supplies, and in-store birthday parties following the liquidation of Party City.
Walgreens Points To Increased Consumer Interest in 'Just Because' Parties
However, Walgreens called out research from GWI and Pinterest from 2023 showing that more people are holding celebrations “just because” coming out of the pandemic. According to the study, nearly half of consumers are celebrating less traditional occasions, like TV shows and movies, sports, social causes, and friendships (e.g. Galentine's Day) — in addition to milestones such as birthdays and weddings, baby showers, retirement parties, national holidays, and religious occasions.
Pinterest postings at the time of the study showed a high interest in themed parties, including “Color theme party ideas for adults” and “60’s theme party ideas 60th birthday.” Evite in 2024 saw a 5% increase in overall celebrations amid a wider range of occasions, including for divorces, paying off debt, breast reductions, and vasectomies.
“Global events — from pandemics and protests to cost of living crises — have redrawn celebration boundaries,” said Jason Mander, GWI chief insight officer, via the study. “Celebrations don’t have to be big or involve large groups. They don’t have to be perfect or traditional. They might not even need a reason. There’s an evolution taking place in terms of what we celebrate, how we choose to do it, and with whom we want to share the moment.”
Marty Esarte — Walgreens’ group vice president and general merchandise manager of confections, celebrations and seasonal — noted that customers have already long relied on Walgreens for seasonal confections and gifts, custom photo invitations and décor, greeting cards, and gift wrap. He added, “By adding even more party supplies and décor options, we’re here to help customers celebrate — no matter the season, occasion or everyday moment."