The UK fancy dress market is worth hundreds of millions of pounds annually, driven by seasonal events like Halloween, Christmas, and World Book Day, plus year-round demand for hen parties, stag dos, and themed events. If you're thinking about starting a fancy dress business, there's never been a better time.
1. Choose Your Business Model
Before you invest a penny, decide how you want to sell:
Online Store
Setting up your own website (using platforms like Shopify, WooCommerce, or Wix) gives you full control over your brand and pricing. You'll need to invest in product photography, SEO, and digital marketing.
Marketplace Selling
Platforms like Amazon, eBay, and Etsy give you access to millions of buyers without needing your own website. The trade-off is marketplace fees and less brand control.
Physical Retail
A high-street shop or market stall lets customers try on costumes before buying. This works particularly well in tourist areas and city centres, especially around Halloween.
Dropshipping
The lowest-risk option — you list products online and only order from your wholesale supplier when a customer buys. No stock holding required. Many wholesale suppliers, including Wicked Nights, offer blind dropship services where we ship directly to your customer with your branding.
2. Find a Reliable Wholesale Supplier
Your wholesale supplier is the backbone of your business. Look for:
- Wide product range — At least 5,000+ products to offer your customers variety
- Competitive pricing — Trade prices that give you healthy margins
- Fast dispatch — Same-day or next-day dispatch is essential for online sellers
- Low minimum orders — So you can test products without huge upfront investment
- Dropship capability — If you want to start without holding stock
- Product feeds — CSV or API access to product data for your website
3. Register Your Business
In the UK, you'll need to:
- Register as a sole trader with HMRC, or set up a limited company at Companies House
- Register for VAT if your turnover exceeds the threshold (currently £90,000)
- Get public liability insurance if you have a physical shop
- Comply with consumer rights legislation for online selling
4. Set Up Your Sales Channels
Most successful fancy dress businesses sell across multiple channels. Start with one or two and expand as you grow. Key channels include your own website, Amazon, eBay, and social media shops on Facebook and Instagram.
5. Plan for Seasonal Peaks
The fancy dress calendar has clear peaks that you should plan for:
- January-February: World Book Day preparations, Valentine's Day
- March: World Book Day, St Patrick's Day, Easter prep
- June-August: Festival season, summer parties
- September-October: Halloween (the biggest event of the year)
- November-December: Christmas parties, New Year's Eve
Ready to Get Started?
Apply for a trade account with Wicked Nights to access wholesale prices on over 10,000 fancy dress products. We offer same-day dispatch, dropship services, and marketplace integrations to help you build a successful business.
Already have an account? Browse our catalogue to start building your first order. Check out our wholesale costumes and Manchester wholesale pages for more information.