Getting your pricing right is one of the most important decisions you will make as a fancy dress retailer. Price too high and your products sit unsold. Price too low and you leave profit on the table — or worse, fail to cover your costs. This guide breaks down proven pricing strategies for wholesale fancy dress, tailored to the UK market.
Understanding Markups
The standard markup range for wholesale fancy dress in the UK is 2.5x to 5x your wholesale cost, depending on the product type and sales channel. Here is a breakdown of typical markups by category:
- Full costumes (adult): 2.5-3.5x markup
- Full costumes (children): 2.5-3x markup
- Accessories (hats, masks, props): 4-6x markup
- Wigs: 3-5x markup
- Novelty items: 5-8x markup on very low-cost products
- Tights and hosiery: 3-5x markup
The general rule is simple: lower-cost items can carry higher percentage markups because customers are less price-sensitive on small purchases.
Pricing Strategies by Sales Channel
Your Own Website
Selling on your own website gives you the highest margins because you avoid marketplace fees. You can typically price 10-15% lower than marketplace sellers while still earning more per sale. Focus on building brand loyalty and encouraging repeat purchases through email marketing and loyalty programmes.
eBay
eBay fees typically run between 10-13% of the final sale price. Factor these into your pricing by adding 15-20% to your base retail price. Free postage listings convert better on eBay, so build your shipping cost into the product price rather than charging separately.
Amazon
Amazon fees are higher at 15-20% plus FBA costs if you use Fulfilment by Amazon. Aim for a 3-4x markup on your wholesale cost to maintain healthy margins after fees. Prime eligibility through FBA often justifies a slightly higher selling price because customers value fast, reliable delivery.
Seasonal Pricing
Smart retailers adjust prices based on seasonal demand:
- Pre-season: Price at full markup when demand is building and competition is lower
- Peak season: Maintain prices — customers are willing to pay full price when they need a costume urgently
- Post-season: Reduce prices by 20-40% to clear remaining stock before it sits for another year
- Off-season: Consider clearance pricing (cost price or small margin) to free up cash for next season's stock
Bundle Pricing
Bundling costumes with accessories is an effective way to increase average order value and perceived value. A costume plus wig plus accessory bundle priced at a small discount compared to buying each item separately encourages customers to spend more. The margin on the accessories usually more than compensates for any discount on the bundle.
Clearance Strategies
Every fancy dress retailer accumulates slow-moving stock over time. Effective clearance strategies include:
- End-of-season sales — Promote clearance items prominently on your website and marketplace listings
- Bundle with new stock — Pair slow movers with popular items in value bundles
- Flash sales — Short-duration steep discounts create urgency and clear stock quickly
- Multi-buy offers — Buy two get one free or three for the price of two on older lines
Competitor Monitoring
Regularly check what your competitors charge for the same or similar products. You do not always need to be the cheapest, but you do need to offer good value. Differentiate through faster delivery, better product descriptions, superior photography, and excellent customer service rather than always competing on price alone.
Start Building Your Margins
The foundation of profitable pricing is competitive wholesale costs. Apply for a trade account with Wicked Nights to access wholesale prices on over 10,000 products. Browse our full catalogue including wholesale costumes and accessories, all with same-day dispatch from our Manchester warehouse.