SELYUKH: In fact, if you ask workers for Party City memories, balloons float to the top. JONATHAN DARCANGELO: Everyone on Saturdays and Sundays is on balloon duty. You tie balloons pretty much all day ...

The balloons, wigs and costumes are fun to buy in person, which shielded Party City from online competition for a long time. For years, its stores would install a Halloween picture wall ...