Honestly, the buyer mostly does not have a clue what they want. Last time, I took my kid shopping for his 4th birthday. He wanted the Spiderman Theme. I started my search for the Party-gear from there. Did I know the theme design? Or, the costume variations? Or, the face masks? We sure have the idea on the type, but not what we want until we see it. That is mostly the case for the merchandise type – such as Halloween Products.