Suit up for the season with the business smarts behind costume rentals

In the Philippines, costumes drive a niche but resilient business. Costume rental shop owners must balance creativity, cash flow, and customer insight—turning fleeting seasonal demand into a year-round livelihood.

Celebrations have always been part of Filipino life—rituals, fiestas, and pageantry that mix faith, artistry, and community spirit. That same culture of celebration now drives a niche economy of its own: costume rentals.

From school performances to corporate parties, costume rental shops have evolved into steady microenterprises that capitalize on the country’s event-driven culture.

Costume rental owners embody the resilience and adaptability that define many Filipino entrepreneurs. Behind the costumes are practical lessons in managing seasonality, scaling skills, and sustaining income.

From hobby to enterprise

Many Filipino businesses begin as personal passions that, with resourcefulness, grow into sustainable enterprises. For Lito Perez, owner of the Quezon City–based Camp Suki, the journey started with a sewing machine. In college, Perez made custom pieces before opening Camp Suki in 1978, now 47 years strong.

What began as a creative pursuit evolved into a decades-long enterprise, proving how craftsmanship and consistency can sustain a small business even in a seasonal market.

Similarly, Sidney Garcia, co-founder of Krazy Costumes Rental Shop in Kalayaan Avenue, Quezon City, started the business with her husband, John Rey Garcia. Both were professional dancers who performed in Malaysia from 2015 to 2019. After returning to the Philippines, they began selling and renting their performance costumes online during the pandemic before opening their own shop.

Their story shows how creative professionals pivoted during the pandemic to monetize existing assets—a common strategy among microentrepreneurs.

Jelene Gonzales, owner of Duchess Costume Boutique—formerly Pretty Duchess—started in 2016 from her family’s annual Halloween tradition. They began selling unique costumes, and while rentals aren’t yet part of their offerings, Gonzales said it’s something they plan to explore.

Market adaptation

Running a costume rental shop means staying attuned to the rhythm of a seasonal market. Shop owners share that peak demand usually begins around July or August and continues through the ber months, when holidays like Halloween and Christmas fill their calendars. During slower months such as January to March, shop owners must manage cash flow, repurpose inventory, and find new revenue sources to stay afloat.

For Perez, his shop thrives year-round with its wide collection of Filipiniana costumes, a consistent favorite among clients for formal events and celebrations. The pieces are also his personal favorite, proudly displayed among the many racks inside his store. Each can be mixed and matched, with tops and skirts customized to suit every client’s size and style.

Garcia highlighted their collection of retro costumes, which have become popular picks for dance performances and themed parties. Gonzales, meanwhile, said that their shop recently introduced a sash-making service, catering to pageants, graduation events, and other competitions.

These adjustments reflect how microbusinesses diversify their offerings to offset seasonality. For small shops like these, diversification is as much about creativity as it is about risk management. It’s how owners smooth out sales and build loyalty even outside peak season.

Visibility in the digital age 

Visibility is key, and social media has become the main storefront for costume rental shops. As one of the longest-running names in the industry, Perez has witnessed the shift firsthand—from advertising through the yellow pages to building an online presence on Facebook. Over the years, his shop has cultivated a loyal clientele and now thrives largely through word of mouth and referrals.

Garcia, on the other hand, combines her background in dancing and in social media marketing to promote their shop. She manages their online posts, often modeling the costumes herself. For clients unsure of what to wear for themed events, she also suggests mix-and-match looks to help them choose. 

Right beside their small costume shop is their larger Krazy Legs Dance Studio, which she offers on a package deal. “I offer them a package that includes the costumes, dance studio rental, and the choreographers,” Garcia said in Filipino.

Digital literacy has become a career skill in itself for many business owners—one that can determine whether a creative side hustle grows into a full-time livelihood.

Pricing for profit, flexibility

Pricing can make or break a small business. For rentals, success lies in valuing each piece correctly and adjusting prices based on demand cycles.

For Perez, his rentals start at P1,500, and he doesn’t charge for damages since his sewing skills allow him to repair costumes himself. Garcia sets a base rate of P1,000, though prices increase depending on demand. 

“When it’s not peak season, the costume can be rented for P1,000, but right now, it can go for as much as P2,500 because of strong demand,” Garcia said, referring to their Maleficent costume.

Meanwhile, Gonzales said prices vary depending on the costume’s brand and character. “Licensed characters are the most expensive—like Superman, Spiderman, and other Marvel costumes. But compared to the mall, our prices are still lower, only about 40% of the mall price, and they’re both authentic,” she said.

Flexibility allows them to capture higher profits during peak demand while staying affordable enough to attract customers year-round.

Future-proofing 

After learning to navigate the seasonal flow of their business, these shop owners are now looking at how to scale—through partnerships, expanded services, or strategic branding.

Perez hopes to partner with local parks and tourism offices—an example of how small enterprises can tap into the country’s growing heritage tourism market. Garcia expands Krazy Costumes with a larger space where clients can comfortably fit and choose their costumes, while Gonzales grows Duchess Costume Boutique by adding gown rental services to the collection.

In a seasonal market, agility is everything. For these entrepreneurs, growth depends on reading demand early, reinvesting smartly, and turning creativity into lasting enterprise.

READ: