After the Halloween season passes, Spirit Halloween stores will not be closing, but instead will be converted into Spirit Christmas stores in preparation for the holidays. The chain plans to open 10 Spirit Christmas stores, primarily in the US Northeast, featuring winter holidays-themed items such as gifts, decorations, and inflatables. Some locations will also offer a “life-sized” gingerbread village and the opportunity for customers to take a picture with Santa. The goal of these stores is to create a festive retail experience that captures the spirit of the season, similar to what is done for Halloween.
The pop-up chain of Spirit Christmas stores will include some converted Spirit Halloween stores as well as new locations. The flagship Spirit Christmas store in May’s Landing, New Jersey, will be the first to open on October 18, with the others following shortly afterwards. This year, Spirit Halloween opened a record 1,525 stores in the United States and Canada, with the chain typically closing shortly after Halloween. The company, owned by Spencer Gifts, opens its stores up to eight weeks before Halloween in empty storefronts.
While Spirit Halloween does not release specific sales figures, the Halloween industry is a big business in the US, with an estimated $11.6 billion forecasted to be spent on costumes, decorations, and other items in 2021, according to the National Retail Federation. However, the winter holidays are an even larger business opportunity for Spirit Halloween to capitalize on. In 2020, holiday spending across the country reached a record $964 billion, representing nearly a 4% growth from the previous year, as reported by the NRF. This presents a significant opportunity for Spirit Halloween to expand its reach and capitalize on the holiday shopping season.
By converting some of its stores into Spirit Christmas locations, Spirit Halloween is able to extend its retail presence beyond the Halloween season and tap into the lucrative holiday shopping market. The move allows the chain to offer customers a unique shopping experience focused on winter holidays, complete with themed merchandise and activities. With the success of its Halloween stores and the growing popularity of seasonal retail experiences, Spirit Halloween’s expansion into the Christmas market is a strategic move to capitalize on the festive spirit and increase revenue during the holiday season.
This strategy aligns with the overall trend of retailers expanding their offerings and reaching consumers during key shopping seasons. By leveraging its existing store locations and brand recognition, Spirit Halloween is able to quickly adapt to changing consumer preferences and capitalize on the growing demand for seasonal shopping experiences. With Americans continuing to spend significant amounts of money during both Halloween and the winter holidays, Spirit Halloween’s decision to convert some of its stores into Spirit Christmas locations demonstrates its commitment to maximizing sales and providing customers with unique and engaging shopping experiences throughout the holiday season.
