by David Chapman
Staff Writer
For Julie Gump, Halloween has historically been the strongest season when it comes to sales.
Gump, owner of Make Believe Costumes & Dancewear, is experiencing a good year
“There isn’t a recession at my store,” said Gump.
For 23 years in several locations around Jacksonville, Gump has sold and rented costumes, props and accessories for holidays along with dance and recital wear and men’s formalwear.
“I’m very passionate about local business,” she said. “My philosophy has always been ‘shop early, shop local.’” Gump operates two locations, at 1855 Parental Home Road and 10950 San Jose Blvd. The website is www.makebelievecostumes.com.
Her busiest, and most fun, season begins to take shape in mid-August when she transforms the store into full Halloween mode by Labor Day. Her staff of 12 during the year grows to 40 people for the scary season.
One of the reasons the season continues to draw crowds amid a struggling economy, Gump believes, is the need for a diversion from the ordinary, if only for one evening or weekend.
Popular costumes often mimic movie characters. “The movie industry governs the costume industry,” she said.
Other popular costumes are inspired by super heroes, current events and pop culture fads.
There is another common factor each year.
“People often wait until the last minute,” said Gump.
One theme she’s seen in recent years is the increase in more revealing costumes for women, which Gump said are on the shelves because of the demand.
“They go quick,” she said.
There’s never a dull moment. When the dust settles on Halloween, Gump said it’ll be the holiday season.
“We’re always doing something,” she said.
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