Sainsbury’s expects Harry Potter will be the most popular character at this year’s World Book Day

Sainsbury’s expects Harry Potter will be the most popular character at this year’s World Book Day


  • More kids across the UK expected to celebrate World Book Day than ever before
  • Sainsbury’s sold a total of 1.2 million children’s costumes in 2016
  • Sainsbury’s childrenswear has performed ahead of the market over the last two years
  • Harry Potter expected to be the most popular character to dress up as this year

London, 2017-Feb-28 — /EPR Retail News/ — Sainsbury’s, the sixth largest retailer of clothing by volume in the UK, has been investing in all its ranges and offers customers high street style at great prices. Recent results show clothing to be a strong area of growth for the company.[1]

Childrenswear is a particularly strong area of the market for Sainsbury’s. Sales have grown double digits[2] over the last two years against a market which has grown four per cent.[3] Fancy dress is also growing in popularity and last year alone Sainsbury’s sold 1.2 million children’s fancy dress costumes.

Sainsbury’s has increased the size of its children’s dress up range for World Book Day by 35 per cent since last year to keep up with growing demand for children’s costumes.

The retailer has also seen increasing books sales for Harry Potter, Alice in Wonderland, Where’s Wally, The Gruffalo and titles by Roald Dahl in the run up to World Book Day. In the week running up to World Book Day last year, Sainsbury’s saw sales increase by more than 20 per cent.

While Harry Potter is expected to take the golden snitch, Alice from Alice in Wonderland will be the second most popular character, narrowly beating the Gruffalo. Snow White is predicted to come in fourth place.

Sainsbury’s Head of Buying & Design – Childrenswear and Menswear, John Carolan, said: “Sainsbury’s customers can expect high quality and fantastic value products across all our ranges, for every occasion. Children’s fancy dress is a growing market and we’re committed to creating the very best products for our customers, whatever their age and right down to the smallest detail. Our World Book Day costumes are a great example of how we’re continuing to invest where it matters most to our customers. Our spell-binding Harry Potter costume comes with a robe, glasses, Gryffindor tie, golden snitch, wand and even a ticket for the Hogwarts Express – and all for just £15.”

[1] Clothing sales were up 10 per cent as at Sainsbury’s Q3 results (11th January 2017)
[2] Sales of Sainsbury’s childrenswear have grown 11 per cent since 2014
[3] Kantar Worldpanel

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Source: Sainsbury