In the wild world of gag gifts, few ideas have captured as much viral attention as Ship Your Enemies Glitter—a simple yet diabolical concept that lets people anonymously send glitter bombs to their unsuspecting enemies. Glitter is famously hard to clean up, making this harmless prank a hilarious, albeit frustrating, experience for the recipient. But how did such a mischievous idea become a viral sensation, and could someone today replicate its success? Let’s dive into the story of how this glittery gag business began, grew, and evolved over time.
The Founding of Ship Your Enemies Glitter
Ship Your Enemies Glitter was launched in January 2015 by Mathew Carpenter, an Australian entrepreneur who had a knack for coming up with viral business ideas. The premise was simple: users would pay to send an envelope filled with glitter to someone they wanted to annoy. The idea was built on the fact that glitter is nearly impossible to clean up and sticks to everything, making it the perfect prank material.
Carpenter, who originally conceived the idea as a joke, created a website, shipyourenemiesglitter.com, and posted a simple message: “We will send glitter to your enemies. All you have to do is pay us $9.99 and we’ll take care of the rest.” Little did he know, this joke would soon explode in popularity.
The Viral Explosion and Immediate Success
After launching the website, the business went viral almost overnight. Within 24 hours, Ship Your Enemies Glitter had received thousands of orders, with news outlets around the globe covering the unique business idea. The website was receiving so much traffic that it crashed repeatedly, and Carpenter was overwhelmed by the sheer volume of orders.
Despite the immediate success, Carpenter publicly admitted he hated glitter and was exhausted by the sudden influx of business. Just a week after launching the site, he put the company up for sale on the popular marketplace Flippa for $85,000. The site sold for $70,000 to a buyer who saw the potential for continuing the success of this viral business.
Growth and Evolution
Under the new ownership, Ship Your Enemies Glitter continued to thrive. The simplicity of the product and the low cost of production meant that the profit margins were high. The site expanded its services, offering more types of glitter bombs and variations of the prank, allowing customers to customize their orders. What began as a one-man operation soon became a more robust e-commerce business with a consistent revenue stream.
The company tapped into the growing demand for novelty and gag gifts, leveraging social media marketing to maintain its viral status. Word-of-mouth marketing and press coverage remained strong, and the business continued to operate profitably.
Financials: Revenue and Starting Costs
While specific financial data is not publicly available, experts have estimated that Ship Your Enemies Glitter has generated millions in revenue since its inception. The initial setup costs were minimal—Carpenter reportedly spent only a few hundred dollars to buy a domain name, build a basic website, and purchase the initial stock of glitter and packaging supplies.
Because the core product is inexpensive (glitter and an envelope), the profit margins are significant. With each glitter bomb priced at around $10 and the cost of materials being only a fraction of that, the business model is highly profitable.
Can You Start a Similar Business?
If you’re considering starting a business similar to Ship Your Enemies Glitter, there are several important factors to consider:
- Viral Potential: The initial success of Ship Your Enemies Glitter was largely due to its viral nature. Without a unique, attention-grabbing concept, it can be difficult to replicate this success. You’ll need a catchy idea that stands out in the crowded novelty gift market.
- Low Startup Costs: Like Carpenter, you won’t need a large investment to get started. A domain name, basic website, packaging materials, and a social media strategy could cost less than $1,000. Keep in mind, though, that the true cost is in marketing and making your business visible to potential customers.
- Simplicity: The business model is simple, with minimal production complexity. However, you’ll need to manage logistics efficiently. Consider fulfillment centers or third-party services to handle packaging and shipping to avoid getting overwhelmed by orders, as Carpenter did.
- Focus on Marketing: The key to success in a prank gift business is getting the word out. Viral marketing, social media campaigns, and partnerships with influencers can help generate buzz. Crafting a strong brand identity with humor and clever messaging is crucial.
- Expand the Concept: If you’re serious about launching a similar business, consider expanding your offerings beyond glitter. Think of other frustrating but harmless pranks—confetti, mini rubber ducks, or fake bugs, for example. Diversification can help keep your business fresh and retain customer interest.
Ship Your Enemies Glitter is a perfect example of how a simple, quirky idea can turn into a viral success. Mathew Carpenter stumbled into a goldmine with minimal investment and effort. However, the longevity of such businesses depends on evolving with market trends and maintaining a unique value proposition. If you have a creative mind and a flair for viral marketing, the prank gift business could be a fun and lucrative venture for you.
Just remember—glitter is forever, and so is a good prank!
