Partykungen, ready for every holiday

Partykungen's demand arrives holiday by holiday, each with its own searches. We planned search around that calendar, first in Sweden, then in Norway, Denmark and Finland, and our original case reported organic traffic in Norway up 145 percent since the work began.

See the results

Client: Partykungen
Industry: Costumes, party supplies and gifts, online
Markets: Sweden, Norway, Denmark and Finland
Period: From the start of the work, as reported in our original case (2021, updated 2023)Reported 2021 to 2023
Our part: Search strategy: keyword analysis, range advice, technical work and links in four markets

Partykungen's Halloween page open on a laptop on a weathered wooden table on a porch at dusk, between glowing carved pumpkins, a bowl of sweets and a string of warm lights along the railing. — The Halloween page on partykungen.se, ahead of the holiday

Challenge

A year that runs on holidays

Partykungen, online since 2009, sells costumes, party supplies and fun gifts for all ages, and aims to make them easy to find and quick to deliver.

Its year follows the calendar. Halloween, Christmas, New Year, Easter and Midsummer each bring their own shoppers looking for their own things, and each holiday is an important source of revenue for the shop.

The brief was to reach those shoppers in search, whatever their age and whatever the occasion, and to take the brand beyond Sweden. Sweden came first; a strategy proven there would then be rolled out in Norway, Denmark and Finland, where the shop trades as Partyking.

What we found

Every holiday has its own searches

Before a holiday, people search for the one thing it needs: a Halloween costume, balloons for a party, yellow napkins for Easter dinner. Each search is a buying situation with a date on it.

So we started from what people search for. An analysis of where Partykungen stood, and a keyword analysis made for the party trade, were matched against the shop's existing categories and content.

The same analysis did a second job. It showed where demand ahead of parties and holidays could take the range next, and we advised Partykungen on how to broaden it. By the time of our original case, the shop offered more than 20,000 products.

Then the site itself: a plan with a heavy technical part, carried out hands-on, and links from strong, relevant sources in all four markets.

The calendar kept the work going. Ongoing analysis worked ahead of each holiday, to make the season's products easier to find on Google before it arrived, and kept Partykungen's search traffic measured against its competitors'.

It asked Partykungen to let search demand inform what it stocked, not only how the range was found.

The year, holiday by holidayFrom what each holiday searches for to a page ready before it

The range
Costumes, party supplies and gifts for all ages, from a shop online since 2009.
The calendar
Halloween, Christmas, New Year, Easter and Midsummer, each with its own searches.

01 Demand
What does each holiday search for?
1. Where the shop stood
  An analysis of the site as it was, and a keyword analysis made for the party trade.
2. Categories and content
  The existing categories and texts, matched to what people search for.
02 Range
What could the shop offer next?
1. Room to grow
  Searches ahead of parties and holidays that point to products worth adding.
2. Advice on the range
  Recommendations for where to broaden it, drawn from the search demand.
03 Site
Can every page be found?
1. The technical plan
  A plan with a heavy technical part, carried out hands-on.
2. Links in every market
  Strong, relevant links in Sweden, Norway, Denmark and Finland.
Out Calendar
Ready before every holiday
1. Ahead of each season
  Ongoing analysis, so each holiday's products are easy to find before it arrives.
2. Market by market
  The Swedish strategy, rolled out in Norway, Denmark and Finland.
A page ready for every party

The work

Screens are Partykungen's and Partyking's sites in Sweden, Norway, Denmark and Finland as captured on 27 September 2026, shown in staged scenes.

Partyking's Norwegian page “Halloweenkostymer” on a monitor on a pine desk in a timber cabin in the evening, with a black cloak, a witch hat and a red cape hanging on the log wall behind. — The same season in Norway, where organic traffic grew the most

Partykungen's page “Maskeraddräkter” on a phone lying on a red velvet cape, beside a gold sequin mask, a paper crown, a red clown nose, a face paint palette and confetti. — Costumes, the core of the range, on mobile

A tablet and a phone on a table laid with a white linen cloth and yellow napkins, showing Partyking's Danish page “Halloweenpynt” and Finnish page “Halloween Meikki”. — Denmark and Finland, ahead of the same holiday

Partykungen's page “Ballonger” on a tablet standing on a white sideboard in a room decorated for a birthday, with pastel balloons, bunting, a wrapped gift and paper cups. — Party supplies for every celebration

The result

Strongest in Norway

Measurement notes

Our original case reported organic traffic in Norway up 145 percent and revenue there up 143 percent since the work began, and in Sweden, the home market, organic traffic up 22 percent in a single year.

These are the figures our original case reported, first published in 2021 and last updated in 2023, shown as it reported them: percentages, with no absolute baseline. The notes say what that means.

Sweden grew from where the brand was already known: organic traffic up 22 percent and revenue up 30 percent in the last year the original case covered. In Denmark and Finland the work helped establish the brand; the original case gives no figures for them.

We would not claim all of it. The range grew over the same years, and a party shop's year rises and falls with the holidays themselves; the original case does not separate search from either.

Organic traffic in Norway since the work began: +145%
Revenue in Norway since the work began: +143%

Since the work began, as our original case reported (2021, updated 2023). No absolute baseline or end date was given.

Measurement notes and definitions

Sources: The figures reported in our original case study for Partykungen (in Swedish), first published in August 2021 and last updated in October 2023. It does not name the tools behind them.
Scope: Organic search in Norway and Sweden. The original case does not say whether revenue means revenue from organic search or the shop's total revenue in each market.
Window: Norway: from the start of the work to the time of reporting. Sweden: the last year before reporting. The original case states no dates.
Excluded: Denmark and Finland, where the original case gives no figures. Paid search.

Measurement notes and definitions
Period	Original case, 2021 to 2023
Organic traffic, Norway, since the work began	+145%
Revenue, Norway, since the work began	+143%
Organic traffic, Sweden, last year	+22%
Revenue, Sweden, last year	+30%

Original case, 2021 to 2023

Organic traffic, Norway, since the work began: +145%
Revenue, Norway, since the work began: +143%
Organic traffic, Sweden, last year: +22%
Revenue, Sweden, last year: +30%

Our original case study for Partykungen (in Swedish), 2021, updated 2023

Percentage changes with no absolute baseline, exact window or named tool, and not checked again against the underlying data. The original case does not say which year its figures were reported in.

In their words

“ The SEO work has contributed greatly to Partykungen's success in establishing the brand in the Nordic market. With Pixel's help we have been able to make party supplies and fun gifts for all ages visible across the Nordic countries”

Joel SvenssonCEO, PartykungenTranslated from Swedish

What this case says

Demand has a date

For a seasonal range, each holiday is a buying situation that arrives on a known day. The pages have to be there before the searches are.

Plan search around the calendar, not only the catalogue: read what each occasion searches for, let it inform the range, and have the pages ready before the season starts. Then take what works in one market to the next.