Our guide to the 2025 Mickey’s Not So Scary Halloween Party offers tips & info for Magic Kingdom’s fall special event at Walt Disney World. This includes available & sold out dates, ticket prices & discounts, schedule & strategy for seeing the parade, fireworks, and characters, plus our review of MNSSHP and whether it’s worth your time & money. (Updated April 29, 2025.)
For those unfamiliar with it, Mickey’s Not So Scary Halloween Party (MNSSHP) is a special event that occurs after Magic Kingdom closes for the day. It is separately ticketed, meaning you have to pay extra for the party if you’re already in the park as a day guest and want to stay through MNSSHP. The party doesn’t change much annually, so this guide is (at least) 95% accurate for the 2025 Mickey’s Not So Scary Halloween Party, even though it’s based on the prior year’s party.
If you’re already wanting to plan ahead for the 2025 Mickey’s Not So Scary Halloween Party, the bad news is that Walt Disney World has yet to release dates, tickets, or other details. On a positive note, we do know that MNSSHP will return, with more info coming very soon. If you want to be notified when dates & tickets for the 2025 party are released, subscribe to our FREE Disney email newsletter for news & updates. For now, here’s everything you need to know about the event…
One of the most common questions we hear from readers is when will Mickey’s Not So Scary Halloween Party dates be announced and tickets go on sale? Our expectation is sometime before Memorial Day. It could occur any time within the coming days or weeks.
Narrowing the potential date range a bit further, Mickey’s Not So Scary Halloween Party was announced between late April and early May during “Halfway to Halloween” in each of the last three years. Here are the announcement dates in the post-reopening era:
The most recent “Halfway to Halloween” felt like an afterthought–as if Disney was begrudgingly fulfilling an obligation. Instead of being a full week, it was more or less condensed into a single day and had minimal fanfare. Obviously, Disney has no obligation to continue “Halfway to Halloween,” and it seems a bit like the ‘event’ has been worn out.
Nevertheless, in each of the last 4 years, the announcement for Mickey’s Not So Scary Halloween Party has occurred within a 2.5 week window. We are now well within that window, suggesting an announcement occuring within the next week. The reveal could happen literally any day now, with the latest likely date being May 9, 2025.
With that said, it’s always possible Walt Disney World waits longer as there’s still more to announce for this summer (namely, Disney Starlight Night Parade). Bookings are sluggish for the next few months, hence the aggressive deals released recently. The company may want to further address that before getting ahead of itself with fall offerings.
Our suspicion is that Walt Disney World is not too worried about sluggish sales of 2025 Mickey’s Not So Scary Halloween Party tickets. Every single date has sold out for the last two years, with sales increasing even as the parks have otherwise slowed down post-pent-up demand. Given this, there may not be any urgency to announce dates, or do “Halfway to Halloween” at all.
There’s really no reason to believe MNSSHP tickets will sell slower in 2025. You might find that difficult to believe, but part of the Halloween Party’s popularity is because of the slowdown. Meaning that Floridians, fans, and other guests are “trading down” from expensive Annual Passes and regular tickets to MNSSHP.
As for the event itself, our prediction is that Mickey’s Not So Scary Halloween Party will start on or around August 8, 2025 and continue several nights per week until October 31 or November 1, 2025.
There were 38 parties last year–we’d expect 39 to 41 nights of the 2025 Mickey’s Not So Scary Halloween Party. (Disney usually tries to squeeze in another date or two, and there’s plenty of room earlier in the season.)
Last year, dates were August 9, 13, 16, 20, 23, 27, 30; September 2, 6, 8, 10, 13, 15, 17, 20, 22, 24, 26, 27, 29; and October 1, 3, 4, 6, 8, 10, 11, 14, 15, 17, 18, 20, 21, 24, 25, 27, 29, 31. There was no November 1 party, so we’re about 50/50 on whether they’ll bring that back. August 8, 2025 for the first party is a very safe bet, though. We’d also expect a greater density of dates in August through early September 2025.
Ticket prices for the 2025 Mickey’s Not So Scary Halloween Party will likely range from $125 to $225 depending upon the date. It’s actually difficult to predict prices–they skyrocketed a few years ago, but haven’t gone up much since then despite all dates selling out. So Walt Disney World could stick with the current range ($119 to $199) or blow past it, resetting the floor and ceiling (~$150 to $250).
The latter is likely to happen at some point, and it would be savvy of Walt Disney World to rip the band-aid on controversial price increases off all at once as opposed to incrementally over the course of a few years, but I don’t know that 2025 will be the year for a massive price increase. Disney is already contending with value perception problems, and has been discounting heavily as economic uncertainty and plummeting international travel take a toll on park attendance and resort occupancy.
With that in mind, what follows is background and planning info for Mickey’s Not So Scary Halloween Party, based on last year’s event. It’s unlikely that much will change for 2025…
Let’s start with a quick rundown of the major highlights at Mickey’s Not So Scary Halloween Party:
If you’ve attended in the past, you might simply be wondering what will be different in 2025. That’s not yet known since nothing has been announced, but probably not a whole lot. If you’re wondering what was new last year, we covered all of that in What’s New at Mickey’s Not So Scary Halloween Party: Good & Bad Changes.
If it’s been a few years since you last attended MNSSHP, the only major change in the last few years has been to the Boo to You Parade. It has received a number of updates, the most notable of which was the addition of Minnie Mouse as Winifred Sanderson, Daisy Duck as Sarah Sanderson, and Clarabelle Cow as Mary Sanderson. That wasn’t all–there were also major changes to the Halloween Hoedown unit (new scarecrow dancers and more) and an expanded Villainous Finale, among other things.
Still, calling these “major” changes is probably a stretch. The bottom line is that last year’s Mickey’s Not So Scary Halloween Party wasn’t materially different from the one in 2019. Given that tickets continue selling out without changes, we’re guessing the MNSSHP of 2025 and 2026 won’t change a whole lot, either.
Once they go on sale, tickets for Mickey’s Not-So-Scary Halloween Party may be purchased by calling 407-939-4240 or online at disneyworld.com. Annual Passholders and Disney Vacation Club Members can save $10 per ticket to Mickey’s Not-So-Scary Halloween Party—valid only for event nights in August and September.
If you’ve already purchased MNSSHP tickets and want something that synthesizes all of the basic info about the event into a step-by-step plan, see our Mickey’s Not So Scary Halloween Party Itinerary. That’s more concise, leaving out a lot of background, crowd info, and the event is worth attending in the first place, all of which is covered in this post.
That party plan has also been updated based on our experiences at last year’s Mickey’s Not So Scary Halloween Party, meaning it incorporates everything that’s new and different this year. Even though the list of what’s changed is relatively short, it has major impacts on party planning and strategy.
Here’s everything else you need to know if you’re planning on attending the event…
Spanning portions of 3 different months, Mickey’s Not So Scary Halloween Party “season” is the longest special event at Walt Disney World. But in fairness, the only reason that Christmas isn’t longer is because the timing of Halloween prevents it. Disney probably would start celebrating Christmas in July–literally–if they could!
Mickey’s Not-So-Scary Halloween Party takes place from 7 pm until midnight on evenings when it’s held. On MNSSHP dates, Magic Kingdom is open to regular guests from 8 am until 6 pm. (Despite the significantly shorter hours, these are good days to visit Magic Kingdom if you’re not attending the party. We explain why here.)
Ticket holders are admitted to Magic Kingdom as early as 4 pm on the valid date of their ticket–giving you more time to enjoy park favorites before the event begins. These date-specific event tickets do not require an additional day theme park ticket or theme park reservation.
If you do plan on entering the park as early as possible to take advantage of that ‘bonus’ time, we do have to warn you that the line gets long and you should probably arrive well in advance–or wait until the initial rush is over. See this post about Magic Kingdom “mix-in” crowds for photos of the lines and strategy.
Also during the party, you may have the opportunity to experience some of your favorite attractions, including the newly opened TRON Lightcycle Run and Tiana’s Bayou Adventure. Here’s the list of attractions that are open during Mickey’s Not So Scary Halloween Party:
Adventureland
Frontierland
Liberty Square
Fantasyland
Storybook Circus
Tomorrowland
Both TRON Lightcycle Run and Tiana’s Bayou Adventure use a standby line–not a virtual queue–during MNSSHP.
As for entertainment, here’s the Mickey’s Not So Scary Halloween Party schedule:
Hocus Pocus Villain Spelltacular
Disney’s Not So Spooky Spectacular
Mickey’s Boo to You Halloween Parade
Storybook Circus Disney Junior Jam
Descendents Dance Party
Cadaver Dans Barbershop Quartet
Rusty Cutlass Pirate Band in Adventureland
Max Goof’s Powerline Party Pack
The map does not list specific meet & greet locations, but we have you covered:
Main Street USA
Fantasyland
Adventureland
Frontierland
Tomorrowland
Speaking of locations, here’s where you can find trick or treating at Mickey’s Not So Scary Halloween Party:
Main Street USA
Fantasyland
Adventureland
Frontierland
Liberty Square
Tomorrowland
Upon entering the park or picking up event wristbands, guests will be given a themed trick-or-treat bag (if you fill it up, trick-or-treat stations will have more available, so don’t worry). Candy is complimentary and unlimited–there’s no limit to how much trick-or-treating you can do during MNSSHP and it’s all free!
The above locations could vary slightly during Mickey’s Not So Scary Halloween Party, so look for the giant inflatable pylon with M&Ms on it. These are brightly illuminated and should be near all of the above-referenced restaurants or rides–you can’t miss them!
If you have a food allergy, please see a Cast Member to pick up a teal-colored treat bag. When you trick-or-treat with your teal bag, you’ll receive a teal token at treat stations. Later on, you can redeem these teal tokens at the Allergy-Friendly Centers for special treats. Allergy-friendly treats can be found at the Liberty Square Ticket Office (available until midnight) and Chamber of Commerce on Main Street (available until 12:30 AM).
If you’re visiting Walt Disney World and are hoping to purchase last-minute tickets to Mickey’s Not So Scary Halloween Party on sold out dates, you might be able to do so outside the park at the Guest Relations window or inside City Hall on Main Street.
On occasion, there are same-day tickets available as a result of cancellations or other circumstances. If so, instead of the ‘sorry folks, tonight’s event is sold out’ sign pictured above, you’ll likely see one advising that a limited number of tickets are available for purchase.
For what it’s worth, we are not aware of any same-day MNSSHP tickets being sold recently. The most likely scenario for this to occur is when there are hurricane or other weather scares causing people to cancel their trips or plans. In other words, it’s a longshot–but worth trying, nevertheless!
As for the enhancements to Mickey’s Not So Scary Halloween Party from the past few years, the first is a replacement for Happy HalloWishes: the new “Disney’s Not-So-Spooky Spectacular.” These fireworks feature projections, pyro, and Jack Skellington from Nightmare Before Christmas as host.
Jack’s ghost dog, Zero, flies off to start this trick-or-treating adventure, where four friends — Mickey, Minnie, Donald and Goofy — find themselves drawn into a mysterious haunted house. The journey takes them from one room of the house to another, encountering dancing skeletons, waltzing ghosts, and a series of troublemaking Disney villains.
There are also several attractions across the park receive special enhancements just for Mickey’s Not So Scary Halloween Party…
Monsters Inc. Laugh Floor – When you follow the treat trail into the Monster World at Monsters Inc. Laugh Floor, you’ll interact in spooky ways with the comic cast of monsters, as they learn about the curious Human World holiday we call Halloween.
Mad Tea Party – The teacups take you for a colorful ride with added lighting and effects providing a different nighttime atmosphere.
Space Mountain – Rocket ships hurtle through deep space as a special soundtrack and effects transform the adventure.
So you can prepare for the Halloween Party now, here is our analysis based upon the last several years to help you determine whether this expensive hard ticket event is worth it to you, and if so, what your “Plan of Attack” should be to efficiently conquer the various offerings. Between this party and Epcot’s International Food & Wine Festival, plus improving weather, the fall months at Walt Disney World are one of our favorite times of year to visit!
Also note that this guide covers Mickey’s Not So Scary Halloween Party at Walt Disney World’s Magic Kingdom, not Mickey’s Halloween Party (now Oogie Boogie Bash) at Disneyland Resort. For info about the latter, read our comprehensive Guide to Halloween Time at Disneyland!
Given the high cost of the hard ticket event, you might be trying to determine, “is Mickey’s Not So Scary Halloween Party worth the money?”
Our opinion on this question has changed over the years. It used to be an unequivocal yes. Then, as prices for the event nearly doubled, it became “yes if you want to splurge.” Now, with prices up and Walt Disney World, it’s harder and harder to justify. Tickets have nearly tripled in price in the last decade.
On a positive note, our anecdotal perception is that MNSSHP has been less overcrowded the last 2 years than it was in October 2019, but it’s still busier than prior to that. It’s hard to say whether the 2025 Mickey’s Not So Scary Halloween Party will be more or less crowded than last year. It could be worse, but it’s also possible that Walt Disney World lowered the attendance cap after complaints and price increases.
We still love the event. We don’t love the crowds or prices, but we go anyway. Probably in part because of nostalgia and in part because we have a good time enjoying the experience at a more relaxed pace. We don’t follow our own itinerary in this post since we’ve seen/done 75% of these things in previous years, so the stakes aren’t as high for us, so to speak. It’s simply a fun, albeit overpriced event.
If you can approach it from the perspective of not having to accomplish it all and being willing to overpay a bit for a truly fun and spooky evening in Magic Kingdom, we say go for it. Just don’t expect to leave thinking, “that was really worth the money.” At this point, it’s hard to come to that conclusion.
There’s a lot of special entertainment including one of Disney’s best parades and a great fireworks show, a great ambiance to the party including special decorations and lighting, lots of unique character meet & greets, and even seeing other guests in Halloween costumes makes for a fun experience.
If you do decide to do the Halloween Party, make sure to buy your tickets in advance, and use any available discounts (Disney Vacation Club member, Annual Passholder, etc.). Tickets are more expensive on the day of the party, and several nights each year sell out completely. It’s wise to purchase party tickets early if you know you’re going. It would stink to wait until the last minute and have your dates sell out.
As for what you should do during the event, here are some of our favorite tips & tricks…
The first important tip is to pick the best day on your trip for Mickey’s Not So Scary Halloween Party. Some nights are busier than others, and that post covers our tips for choosing the least-crowded dates. Disney prices these parties based on historical demand, so going on the cheapest party night you can is generally the best idea from both the perspective of saving money and avoiding crowds. Win-win!
The second most important tip is to arrive early. The event officially starts at 7 p.m., which is when all of the entertainment actually begins, but guests can enter with their event tickets as early as 4 p.m. If you do plan on taking advantage of this, plan to arrive by 3:30 pm, as there will be a long line to enter and it’ll likely take close to 30 minutes to get into the park around that time.
Before we were Annual Passholders, we’d plan on doing Disney Springs or a water park the morning we went to the Halloween Party, which allowed us to purchase 1-day less on our park tickets. We highly recommend that you do the same! In other words, if you normally would buy a 5-day ticket for your trip, buy a 4-day ticket and do something besides one of the 4 theme parks before 4 pm.
The additional day you’re not purchasing would have only added on ~$30 in cost to your total package, so we’re not talking a substantial amount here, but it makes the Halloween Party more economical. To save even more money on multi-day Walt Disney World tickets, we recommend buying from an authorized ticket broker selling cheaper tickets than you can buy directly from Disney.
Read our Tips for Buying Discount Walt Disney World Tickets Guide for more information about saving money on park tickets. You can’t buy Halloween Party tickets from these authorized ticket sellers, but the amount you save on your regular park tickets plus the savings on that extra day you’re not purchasing will help offset the added cost of the party tickets.
The next biggest tip is to wear a costume–and one that’s appropriate for Florida weather! Although Disney has had some tweaks to its security policy over the last few years, costumes are allowed for all guests.
Here’s Disney’s official word on costumes: “while costumed attire may be worn, guests ages 14 and older are strongly discouraged from wearing layered costumes or costume props that surround the entire body as they may be subject to additional security screening. Additionally, costumes may not contain any weapons that resemble or could easily be mistaken for an actual weapon.”
At least half of the Guests who attend the party wear costumes, and it’s a lot more fun if you do. You’re spending a fair chunk of change to attend one of these parties, make sure you get as much value for your money as possible by wearing a costume.
You don’t need to buy some expensive costume from the store–make one at home from items you buy at a thrift shop. Sarah and I attended Mickey’s Not So Scary Halloween Party as the following: astronauts; an elf and princess; and “Cute Minnie” and a Toy Story Alien, among other things. Most of the time, our costumes are pretty lame as compared to other guests, but we still have a lot of fun!
For costumes, go inexpensive, simple, and most importantly…LIGHTWEIGHT. We have a Guide to Halloween Costumes for the Disney Parks that covers the nuts and bolts. Suffice to say, we have worn heavier costumes, and let me tell you what a mistake that was. It may be cooler at nighttime in the fall, but it’s still Florida, and it’s still humid and hot.
A final tip is to pass on the Disney’s Not So Spooky Spectacular Dessert Party at Tomorrowland Terrace. This is comparable to the regular fireworks dessert party, except with Halloween-decorated desserts. (Read more in Dining & Dessert Parties During Mickey’s Not So Scary Halloween Party.)
Beyond being a waste of money, the dessert party is a waste of time. There are just too many other great things to do at Mickey’s Not So Scary Halloween Party (it’s unlikely you can do all of the regular entertainment in a single night) to justify attending a dessert party. It’s just not worth taking the time from the regular awesome entertainment of the Halloween party to do this. Plus, the idea of another upcharge event within an upcharge event just makes us cringe.
With that said, let’s start to get into the details of arriving with a plan for how you should approach the evening entertainment and characters. We have a Mickey’s Not So Scary Halloween Party Itinerary on Page 2.
Arrive at 4 p.m., grab an event map for a refresher as to what is located where and entertainment showtimes, eat an early dinner, do an attraction or two, and knock out a couple of daytime PhotoPass Magic Shots for Halloween. If you’re interested in ‘collecting’ all of the exclusive images during the event, see our Guide to ALL PhotoPass Magic Shots at Mickey’s Not So Scary Halloween Party.
If at all possible, find a way to avoid trick or treating or save it until the end of the night. It is a major time drain, and you could buy a bag of candy yourself for like $3. It may be difficult to convince kids not to trick or treat, but if you can, find a way. There is so much entertainment during the Halloween Party that you won’t get everything done even if you don’t trick or treat and don’t do any attractions.
Tom. Love reading all your emails. Great stuff and very informative!! Thank you for all your hard work!
Curious do you have any idea when Disney will announce 2025 Wine and Food dates for Epcot? Last year dates were announced April 23rd
Thank you
Jim
I expected them to be announced by now.
My only/best guess is that Disney wants to announce Starlight before moving on to fall offerings? That’s just a guess, though!
I’m hoping Doc McStuffins will still be at Disney World in October/November. And I am also hoping that she’ll also be at the Disney Junior Jam.
Thanks for the info Tom! We are actually hoping for the opening night of MNSSHP to be August 8 this year. We are not planning on attending the party, but hoping to make that day our second MK day of our trip. Our first day will be earlier that week, and we will spend the entire day there, and hope for Happily Ever After and Starlight good luck that night. Our second day would be Friday, August 8th, and we are banking on some of the advice that you (and others) have given that indicate that crowds before the 4pm onslaught are generally quite low on party days. We will hit the park hard that day, and depart around 6pm and head to Disney Springs for a Homecomin’ ADR. As long as we can see that nighttime entertainment on our 1st day at MK, we think this will be a good plan for us. Any advice otherwise?
Any Chance Of Finding Any Of The Walt Disney Villains At Mickey’s – Not – So – Scary – Halloween – Party Know Jafar Is In Adventureland, Lady Tremaine, Anatasia Tremaine, Drizella Tremaine, Are In Fantasyland But I Would Like To Know Where To Find The Other Disney Villains?
Has anyone ever been able to buy a ticket the day of a party? I have friends going and I didn’t purchase my ticket on time before it was sold out. I saw on another blog that a family was able to purchase a single ticket for a family member the day of the party. Anyone else been successful at purchasing just one ticket the day of?!?
Tom & Other Attendees – We will be there on Halloween but not going to the party because we’re doing the race the next morning/our kids are still little. Are any of the ride overlays or anything running before 7pm / able to be experienced by people without a wrist band? Or should we just plan on leaving MK at 4 because they’ll tell us we can’t do anything that’s “Special” from 4 to 7?
We had a lovely evening / dinner with the kids eating on the Carthay Circle patio while OBB started one night, enjoying everyone’s costumes before heading out. Wondering if there’s anything like that in WDW.
The park closes at 6 for regular guests. The overlays start at 7; that’s technically when the party starts.
Thanks Allison, very helpful! Ok, so we’ll plan to rope drop MK, then go to the Race Expo and then go somewhere else afterwards.
Hi, Are there still tickets for this event available? Because if I click on ‘show event data’ on the Walt Disney site, it doesn’t open a calendar for purchase tickets. I’m going from 8-21 September and saw here that they’re tickets available on 17th September.
I’ve seen reports that the Evil Queen and Malificent are meeting at Princess Fairytale Hall. Is that correct? Are Bruno and Mirabel at Mirabel’s usual spot?
Why are the characters at the DJR Dance Jam the same as year’s past, all the shows represented(Doc McStuffins, Vampirina, Fancy Nancy, and Lion Guard) have all been cancelled, is there a point of having this when they should bring an Incredibles dance party instead
Isn’t Jungle Cruise closed through October? You have it listed as an available attraction during MNSSHP
If unable to be there at 3:30, what time is a good time to avoid the mass amount of people trying to get in at 4 but before the party starts at 7?
Looking at the calendar I’m not finding any party days that MK is opening at 8 as you noted. All dates still showing 9 on the calendar. Showing 9-6.
When do you suggest doing Tron since it’s not a virtual queue for the party ?
Hi Tom
Another question for you.
The WDW website says that tickets are non refundable if entertainment is canceled. Does that mean that the tickets are not refundable if just some or all of the entertainment scheduled for the event gets canceled?? Or does that mean even if the entire event gets canceled and the park is shut down we can’t get a refund for purchased MNSSHP tickets ??
Sorry for asking the same question repeatedly. My posts didn’t show up in the comments the first couple of times I tried, so I posted again. I’m having trouble finding any clarity on this refund policy on their website. Does anyone know if you can get a refund on your tickets if your event is canceled on your date??
The WDW website says that tickets are non refundable even if entertainment is canceled. Does that mean that even if the entire event is canceled you can’t get your money back? Like for instance if the park is entirely closed for severe weather? Or does it just mean that if certain entertainment is canceled, such as the fireworks/a parade/a show is canceled, but you can still attend the park from 4pm – midnight?? Do they not refund your money if the entire event is canceled??
We had to cancel traveling to FL for this event 2 years ago. While they don’t issue a refund, we used the money admission to the park (not special party) but we had to talk to supervisor.
Hi Tom,
Perhaps you could advise me further?? We’re going to be staying there September 20th to 29th. I’m debating whether we should buy tickets to MNSSHP for the Tuesday
night we’ll be there. The prices are higher at $149/person compared to earlier in September. You said in this article that late September was the sweet spot when you like to attend MNSSHP, but you also said a higher price means higher crowds, however you also said that ALL party dates will very likely sell out (but that the closer to Halloween the parties get the larger attendance level WDW allows at the event, so a higher number of tickets are sold for those party nights for various reasons including sunset times) so, should we buy a Tuesday night ticket during our stay? Or should we skip it? Just how bad should the crowds be? I’m very short and my sons not much taller so my worry is if its too crowded, if we’ll even be able to see the parade and Hocus Pocus show or if too many people will just be blocking our view?? Even if we go pick out a viewing spot early, are people just going to come push their way in/stand in front of us. I’m not too interested in meet and greets, and wouldn’t waste time standing in line for hours, nor bother with trick or treating. We’ve never been to a MNSSHP and I would like to see the later night special parade, Hocus Pocus show, and special Fireworks, otherwise we would just like to do a few rides, especially Haunted Mansion, Space Mountain and Tron, and maybe check out Monsters Inc Laugh show. I wouldn’t mind getting a few characters photos if a quick opportunity arose, but I wouldn’t spend much time waiting for it. Two more questions for you: If we get MNSSHP tickets & the event date I buy tickets for is canceled can I get a refund?? If by we did get any character/ride/other special photos taken at MNSSHP would these photos be included on my memory maker photo package or would I have to pay extra for these photos?
I was wondering why one random day in the middle of September sold out, then I noticed that the date was Friday the 13th.
I greatly enjoy the dynamics of how Disney operates its business. They ways in which they push the consumer “product offering” envelope from an economics perspective, is fascinating. By all secondhand accounts (we stopped going to WDW when I ran my last Disney Marathon in 2011), the company has seemingly resisted bringing back pre-COVID levels of offerings (entertainment, park hours, etc) while still increasing prices at above-inflation levels. From a free market perspective, this is what a business ultimately is charged with doing; maximizing shareholder value, yet it’s a tricky needle to thread.
From a neutral vantage point, watching the consumer dynamics associated with a company charging more, while offering (subjectively) less in perceived value — is a lesson in capitalism that no college ECON class can provide. As a slate of “Sold Out” party dates demonstrates, Disney still has more room for price increases on such goods/services. The market has yet to reach that magical price in which it is no longer willing to bear it. It’s at that point alone that Disney will have to re-incentivize their product; whether in a price reduction or by the promotion of some other facet that offers the perception of enhanced value.
Nothing I’ve alluded to above is revelational; it’s ECON 101, yet I’ve not seen it play out so precisely in American business. Disney has a product that, for better or worse, coneys a sense of uniqueness, nostalgia and sentimentality to a large segment of the consumer population. The company clearly (as they should) seeks to build, enhance and expand those perceptions at every chance possible. The fact that they push their pricing approach/model at such an aggressive pace – it’s utterly fascinating to watch.
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