Event Central: Full Moon Party
Sabrina Khal of The Secret Garden in Elk Grove, California, shared how its fall Full Moon Party draws a crowd during an otherwise typically slow month.
How did the Full Moon Party come about?
Our eyes are always open to ways to create a retail event opportunity, and when we read that there was going to be a rare Blue Super Moon in August (a traditionally slow month for us) the idea started to formulate. We are always looking for fun ways to create community while also driving traffic into our store. Our gift shop stocks cute witchy product year-round, and it felt like a natural fit for our demographic and a way to bring in our younger customer base.
Does the “Goth Gardening” trend tie into it?
Not intentionally, but you’re giving us ideas for next year.
You’ve held two Full Moon Parties — what changes have you made since the first one?
For the first one, we emphasized cultivating an oasis within the home through houseplants, as well as exploring the healing properties of minerals and crystals. We knew we were targeting a pretty specific interest group. We were aiming for 30 to 40 shoppers on a slow Thursday in August, and we were overwhelmed with 120 guests. It certainly exceeded our expectations.
The next year, we decided to hold our Full Moon Party in October, which we knew would offer a fun, seasonal vibe and potentially draw in a broader interest group as a Halloween event. We focused again on a “Green Witch” aesthetic, promoting houseplants and growing your own herbs, as well as minerals and crystals. Unfortunately, the day’s weather was windy and cold, but we still drew a crowd of over 100 and achieved the goal of widening the demographic. The events were very well received and the event was widely shared on social media. We had a great turnout — people dressed up — kids, adults, young and old.
How do you publicize the events?
We have an established mailing list, as well as a great following on social media, so we promote that way. We also reach out to our local events pages and contacts at news stations. We use in-store signage and handouts too. We also created hype for the event by offering preorder opportunities for exclusive products made in-house for pickup during the event only.
What else is going on during the event?
During the event, we offer sales on select items that pertained to the event like perennials, houseplants, crystals and herbs. The first year we offered a DIY Tea Bar as a hands-on activity. We had different herbal tea recipes and participants could create their own blend from bulk dried herbs.
The second year we had a DIY Incense Bar, where we stepped participants through blending dried herbs into incense cones. We provided the materials and instruction, and guests were encouraged to donate to one of our favorite local women’s charitable organizations in order to participate. We also invited outside vendors to participate — the first year it was a facepainter and the second year we had a local permanent jewelry vendor come out. Both were well-received and enhanced the experience for attendees.
Has holding the events increased foot traffic and/or sales?
Absolutely. Our industry is very seasonal, so it’s important for us to drive traffic to the store during our slower months. We saw lots of returning/regular customers but also lots of folks visiting for the first time.
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