SECTOR · COSTUMES
The whole year is decided in six weeks. You have to arrive ready.
Costumes are one of the most seasonal sectors there is. Visibility that isn't ready in September is worth nothing in November. We work so the season finds you already up there.
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Brands that have trusted Laika
The people who call us live off a short season and can't afford to miss it.
The Halloween and carnival peak concentrates almost all the business
Ranking late means losing the whole year. Once demand starts rising there's no room left to fix what wasn't ready.
The catalogue changes every season and leaves orphan URLs
Products appear, vanish and come back a year later. Each cycle leaves pages with no links, improvised redirects and strength spread over things you no longer sell.
You compete in the same weeks against huge marketplaces
They take the top positions exactly when search peaks. Some queries can be won and others aren't worth the effort.
Demand is pure peak and sleeps the rest of the year
Content that works in season has no traffic in March. You have to decide what stays alive, what gets archived and what is reactivated, and when.
You sell on your own site and on Amazon at once, and they trip over each other
Without a clear strategy you compete against your own listing, and the margin goes where you didn't want it to go.
The scope
Doing SEO in costumes is a race against the calendar. We prepare visibility months ahead, so when the peak arrives you're already ranking instead of chasing traffic when it's too late.
We work on the seasonal catalogue architecture, the categories that concentrate demand, and the coordination between your site and the marketplaces where you also sell.
Which capabilities matter here
In this sector not every capability carries the same weight. These are the ones that move a season's outcome.
High weight
Search enginesThe base: catalogue architecture and season categories, ready before demand rises.
High weight
Social SearchAmazon and the platforms where people also search for costumes, plus the TikTok and Instagram content that explodes in season.
Medium weight
ConsultingPlan the season ahead and decide where to put the effort and where not to.
AI visibility still matters less here, so we don't force it: if one day it starts moving costume sales, we'll tell you with data.
The areas of work
Four areas of work built for a business that bets its year on six weeks: first the calendar, then the catalogue, then the live season and finally what happens off your own site.
Season calendar
Know what has to be published and ranking each month so you reach the peak with demand already captured.
See the detail
- Demand curve by costume theme, year over year, to set publishing dates
- Planning backwards from Halloween and carnival, with monthly milestones
- Priority between the year's trending costumes and the evergreen sellers
- What gets prepared in the low season so September isn't improvised
Seasonal catalogue and facets
Make season categories exist all year, build up history, and stop being created and deleted every campaign.
See the detail
- Permanent categories by theme, character, group and size instead of one-off landing pages
- Which facet combinations (size, colour, group, price) deserve indexing and which don't
- What to do with discontinued costumes and with the ones that come back next year
- Internal linking that pushes peak demand into the categories that convert
Stock, product page and peak conversion
Make the product page hold up at peak, with no dead ends on sold-out items, clear sizing and credible delivery dates.
See the detail
- What happens with a sold-out costume mid-season and where that traffic goes
- Sizes, measurements and materials answered before the buying doubt appears
- Delivery date visible when the party date is what decides the purchase
- Reviews and real photos worked as a trust signal across the catalogue
Marketplaces and social search
Sort out where people find you off your own site: Amazon and the platforms where costumes get searched in video.
See the detail
- Titles, attributes and variants on Amazon to show up in season search
- Which catalogue makes sense on marketplaces and which stays only on your site
- Costume content on TikTok, Instagram and YouTube aligned with how people search at peak
- Coordination between what sells out on marketplaces and what's still live on your site
Who does it?
The project is run by a senior profile with seasonal ecommerce behind them, the kind who has already lived a peak from the inside. MJ leads the strategy and the specialist team works catalogue, content and platforms.
Why Laika?
We know the pressure of a sector where the year is decided in a few weeks, because we've worked in it.
Promising results twelve months out is no use here. You have to be ready for the coming season, not the one after.
We work against your calendar
We set what has to be done each month before the peak, and what gets dropped if it won't make it in time.
We know which searches you aren't going to win
Against a marketplace some battles aren't worth it. We'd rather say so and spend the effort where there is margin.
If we're not the right fit, we say so
Even if that means there's no project for us, or that what you need comes too late for this season.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
Frequently asked questions
How far ahead do we need to start before the season?
To arrive well at Halloween you want to be working in spring and have the important things closed by late summer. If you call us in September we'll do what fits, and tell you what's left for next year.
How do we compete with marketplaces in the peak weeks?
Not on everything. We look for the searches where a specialist brand can win: deep catalogue, sizes, licences, groups, delivery guaranteed for a date. And where the marketplace is unbeatable, we play inside it.
What do we do with the catalogue and the URLs out of season?
What's coming back stays, with its history and its links, and what isn't goes away with a reason. Every decision is written down so next year nobody has to improvise.
Do you coordinate the strategy between our site and Amazon?
Yes. We look at which product is worth pushing where, how it's described in each place, and which searches to attack from the site and which from the marketplace listing.
Tell us how you're doing on time
With your site, your catalogue and the date of the peak we can tell you what can be ready and what can't.
Next season is prepared now.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project