Have you visited the new party and balloon shops in Coventry ?
Which shop do you think this is in Coventry?
Would you believe it’s in a supermarket in Coventry?
It’s one of two party and balloon shops to open in Coventry and they are based within supermarkets from the Morrisons chain. The Morrisons in Binley, Coventry and Holyhead road also in Coventry have both had these store within a store refits. The shops are situated at the back of the shop (next to the bakery) and stock everything you would expect from a good party shop. Looking like a good specialist party shop, Morrisons have gone with all cylinders firing (helium cylinders) for their new party and balloon shops in coventry format to battle against the online party shops and the local party shop businesses. Featuring a large array of Amscan and Anogram balloons, the “take away now” balloon displays are set to popular in the West Midlands. During our visit in December 2017, we did not see any personalised balloons available. Other party products are also available from the stores that include table displays, paper cups, plates and paper decorations.
Supermarkets generally have a small variety of party products and balloons. Tesco’s has the smallest range whilst Asda usually carry a stall of CTI balloons with helium inflation option in-store. Morrisons have smartened up the supermarket standard of balloons. It will be interesting to see if other supermarkets will respond to the increased range.
It’s not the only set of “party zone” shops that Morrisons have introduced. Recent party shops have opened in Grimbsy and Blackburn.
Many balloon shops and decorators are no longer trading in Coventry and Morrisons looks set to capitalise on this. There are a few alternatives still operating. Here are a few recommendations to reputable traders.
If you are a balloon decorator and party shop in Coventry, do let us know your views about the expansion of Morrisons supermarket party zones and the new party and balloon shops in Coventry. Do you think this party store will survive. Ten years Matalan trialed a similar idea with exactly the same range of brands. It was called M-Party. The idea was removed after deciding it wasn’t working for them. The trial lasted less than a year and the retail space was returned to clothing.