Amazon and eBay remain the two biggest online marketplaces in the UK, with millions of active buyers searching for fancy dress costumes every month. For wholesale buyers looking to build a profitable reselling business, these platforms offer incredible reach — but competition is fierce. Here's how to stand out and maximise your margins.
Why Sell Fancy Dress on Marketplaces?
The UK fancy dress market generates hundreds of millions in annual sales, with a large share happening on Amazon and eBay. The key advantages for sellers include:
- Massive built-in audience — No need to drive your own traffic
- Seasonal spikes — Halloween alone can generate 40-50% of annual fancy dress sales
- Low startup costs — Start selling with just a wholesale order and a seller account
- Year-round demand — Hen parties, World Book Day, Christmas, and themed events keep orders flowing
Getting Started on Amazon UK
Choose Your Seller Plan
Amazon offers Individual (pay per sale) and Professional (£25/month) plans. If you plan to sell more than 35 items per month, the Professional plan is more cost-effective and gives you access to advertising tools and the Buy Box.
Listing Optimisation
Your product listing is everything on Amazon. Key tips:
- Title format: Include "Fancy Dress" (not just "Costume") — UK shoppers search for "fancy dress" 250% more than "costume"
- Bullet points: Lead with size, material, and what's included
- Images: Use white background product shots plus lifestyle images
- Backend keywords: Add event names (Halloween, World Book Day, hen party) and character variations
Fulfilment Options
FBA (Fulfilment by Amazon) gives you Prime eligibility and handles storage, packing, and shipping. This is ideal for high-volume seasonal sellers. FBM (Merchant Fulfilled) keeps you in control of stock and shipping — better for testing new lines or lower-volume products.
Getting Started on eBay UK
Store Setup
An eBay Store subscription (from £25/month for Basic) gives you lower fees, a branded storefront, and promotional tools. For fancy dress, the "Clothes, Shoes & Accessories > Fancy Dress" category is your primary listing location.
Listing Best Practices
- Use item specifics: Character, theme, size, gender, material — eBay uses these for search filtering
- Offer free postage: Listings with free postage convert significantly better
- Multi-variation listings: List all sizes and colours under one listing to consolidate reviews
- Promoted listings: Invest 2-5% ad rate on your best sellers during peak seasons
Pricing Strategy for Marketplace Sellers
Your wholesale cost is the foundation of your pricing. As a general guide:
- Amazon: Aim for 3-4x wholesale price to cover Amazon fees (typically 15-20%) plus FBA costs
- eBay: Aim for 2.5-3.5x wholesale price, accounting for 10-13% in eBay fees
- Accessories: Higher markups (4-5x) are achievable on wigs, masks, and props
Seasonal Planning for Maximum Sales
The fancy dress calendar is your roadmap to profit. Plan your stock purchases around these key dates:
- January: Stock World Book Day costumes (March event)
- March-April: St Patrick's Day, Easter costumes, spring party wear
- May-June: Festival and Pride season prep, hen party supplies
- July-August: Begin Halloween stock build (your biggest season)
- October-November: Christmas party costumes, nativity play outfits
Source Your Stock from Wicked Nights
Apply for a trade account to access over 10,000 wholesale products at competitive trade prices. We offer same-day dispatch on orders before 2pm, marketplace integrations for product data feeds, and a £25 minimum order so you can test new lines without a huge commitment.
Already selling online? Browse our wholesale catalogue and check out our wholesale costumes, wigs, and accessories for your next stock order.