Unmask the secrets of a $50M costume empire. From million-dollar days to seasonal surges, discover what Halloween sellers can teach every Amazon entrepreneur.

Fraser Smeaton, the mastermind behind a $50 million costume empire, joins us to unveil the fascinating world of seasonal business success. With Halloween just around the corner, Fraser spills the beans on capturing 15% of annual revenue in just four days leading up to the spooky celebration. We explore the cultural evolution of Halloween, from its roots with Scottish and Irish immigrants to its booming presence across the U.S., Canada, the UK, and Europe. Fraser also shares how confectionery companies have sweetened Halloween's appeal in the UK over the past 15 years, and offers a nostalgic look at traditional celebrations like guising in Scotland.

The journey from a bedroom startup to a global costume phenomenon is nothing short of inspiring. Fraser recounts how writing the website URL on Morphsuits turned customers into living billboards, and how harnessing early Facebook advertising created waves in the e-commerce ocean. As the business scaled rapidly, they navigated the storm of market saturation and competition, pivoting towards direct-to-consumer sales on Amazon. Fraser emphasizes the significance of e-commerce tools like Helium 10 and the wisdom gained from networking events, which transformed their operation from $15 million to a $50 million powerhouse.

Talking about the operational side, we uncover the complexities of managing a seasonal costume business. From intricate retail partnerships with giants like Spirit Halloween and Target to the art of balancing high-end and budget-friendly offerings, Fraser reveals the strategic intricacies of thousands of SKUs. He sheds light on the international demand for costumes, highlighting the year-round efforts involved in product design and inventory management. As tariffs fluctuate and international expansion beckons, Fraser's insights provide a roadmap for navigating economic challenges while maintaining a festive spirit in the vibrant world of costume sales.

In episode 465 of the AM/PM Podcast, Kevin and Fraser discuss:

• 09:09 - Seasonal Business Challenges and Strategy
• 11:16 - From Bedroom to Global Success
• 13:23 - Year-Round Dressing Up Culture in Europe
• 18:28 - Navigating Business Challenges
• 23:05 - Networking Across Different Industries
• 25:04 - Retail Strategy for Costume Sales
• 26:16 - Standard vs. Licensed Costumes
• 29:22 - Product Complexity and Growth Strategies
• 34:38 - Seasonal Costume Sales Strategy
• 36:17 - Seasonal Business Planning and Inventory Management
• 42:24 - US Tariffs and Halloween Inventory Challenges
• 45:22 - Inventory Challenges and Adaptations During Shipping
• 48:59 - Christmas Party Collaboration With Interactive Costumes
• 50:14 - Expanding Costume Business Internationally
• 56:10 - Opportunities for Costume Market in Japan
• 1:01:01 - Analyzing Past Trends for Future Projection
• 1:01:42 - Utilizing Helium 10 for Costume Sales

Discover why TikTok Shop and social commerce must be a core in your e-commerce strategy. Actionable tactics on affiliates, creators, and scaling beyond Amazon.

Step into the vibrant world of TikTok Shop and social commerce with our distinguished guest, Stephanie Tramicheck. With an impressive track record that includes pioneering one of France's first fashion and craft blogs, and helping establish Etsy and Pinterest in Europe. She shares her journey into the social commerce sphere, offering valuable insights on the explosive potential within TikTok's ecosystem. Discover how brands and creators can harness data and analytics to excel, as she discusses her work with a Korean conglomerate and her agency.

Influencer marketing takes center stage as we explore the nuanced strategies that resonate on TikTok. Stephanie introduces an influencer masterfully blending product promotion with genuine lifestyle content. This approach not only strengthens trust but also enhances product interest organically. We navigate the evolving relationship between brands and influencers, emphasizing the importance of aligning values and tapping into audiences on a personal level. This shift from traditional advertising underlines the need for a modern mindset in today's dynamic digital landscape.

Our conversation expands to cover the innovative terrain of affiliate marketing and live shopping on TikTok. Stephanie sheds light on the power of compelling, shoppable content that drives impulse buying, supported by insightful data analysis. As we contrast the cultural nuances of live shopping between the US and China, the call for engaging, story-driven experiences becomes clear. With discussions on spark ads, creator collaborations, and TikTok's significant economic influence, we paint a picture of social commerce as a transformative force poised to surpass traditional e-commerce. Tune in to gain a treasure trove of insights and strategies for thriving in the ever-evolving world of TikTok.

In episode 464 of the AM/PM Podcast, Kevin and Stephanie discuss:

• 00:00 - TikTok Shop and Social Commerce
• 00:35 - E-Commerce Opportunities With Stephanie Tramicheck
• 04:53 - Exploring Social Commerce Opportunities on TikTok
• 12:59 - Influencer Marketing on TikTok
• 15:57 - Building Brand Influence on TikTok
• 18:53 - Different Roles in Social Commerce
• 19:59 - TikTok Shop Affiliate Marketing Strategies
• 22:36 - Tracking Affiliate Performance on TikTok
• 34:24 - Live Shopping Strategies on TikTok
• 41:58 - Innovating Live Shopping Across Borders
• 45:07 - Maximizing TikTok Shop Affiliates' Efficacy
• 47:53 - Emerging Social Commerce Platforms vs TikTok
• 58:04 - TikTok and Social Commerce Future
• 1:01:12 - The Future of TikTok Commerce

This FBA pioneer seller reveals how to win on Amazon: profit-first math, margins, real differentiation, smarter China sourcing, and IP + NNN protection. Plus, wild origin stories!

What if understanding financial fundamentals could transform your Amazon selling journey from mediocrity to profitability? Join us as we uncover the entrepreneurial insights of Steven Selikoff, a trailblazer in Amazon's original FBA program, who began his journey selling homemade firecrackers and transitioned to a successful career in the wholesale market. Steven's diverse experiences, from fashion photography in New York City and Italy to his no-nonsense business approach, provide invaluable lessons for anyone striving to succeed in the competitive world of online selling.

Steven sheds light on the often-overlooked aspects of e-commerce, emphasizing the importance of prioritizing profitable sourcing over merely chasing top-line sales. Many sellers find themselves entangled in the allure of impressive gross merchandise volume, only to realize profitability has slipped through the cracks. Through compelling anecdotes and real-life examples, Steven highlights how understanding your financial numbers and strategic sourcing can drastically shift the trajectory of your business, moving beyond superficial metrics to achieve sustainable success.

As we explore the significance of product differentiation, Steven shares his expertise on crafting unique market strategies. From premium dog treats to pillowcases for pet owners, he illustrates how catering to unmet customer needs can set you apart from the competition. Learn about securing your market advantage through effective strategies, including NNN agreements, intellectual property protection, and rigorous factory inspections. This episode promises a treasure trove of actionable advice for those ready to rethink their approach to online entrepreneurship and gain a competitive edge.

In episode 463 of the AM/PM Podcast, Kevin and Steven discuss:

• 00:00 - Entrepreneurial Journey With Stephen Selikoff
• 17:27 - Profitable Sourcing Over Flashy Marketing
• 19:37 - Chasing Quick Wins in Business
• 21:17 - Calculating Initial Amazon Selling Investment
• 29:00 - Bully Sticks for Dogs Product
• 30:21 - Unique Product Differentiation for Success
• 35:47 - Product Development Strategies for Beginner Sellers
• 39:51 - Navigating Manufacturing and Intellectual Property
• 40:56 - Protecting Your Product and Market Advantage
• 45:16 - Protecting Your Product and Timeline
• 54:50 - Successful Product Development and Factory Inspections
• 56:12 - Innovative Pillowcases for Pet Owners