It’s also a reliable social media punchline after the president’s Covid-19 diagnosis, someone tweeted an image of the White House adorned with the store’s iconic grim reaper logo, captioned: “Spirit Halloween is ready to make its move.” Two decades later, Spirit has become a Halloween mainstay, its storefronts as emblematic of the holiday’s approach as pumpkins on porches. “But I feel like I invented temporary Halloween.” He kept at it, adding more storefronts each year, until he eventually sold the business to Spencer’s Gifts in 1999. The next year he did the same thing at an empty mall storefront and moved $100,000 of merchandise in a month. Inspired by the lines outside of a nearby costume shop, he put all of his dresses in storage and filled his store with Halloween-centric items, which sold quickly. Spirit was founded in 1983 by a San Francisco dress retailer named Joseph Marver, whose store was struggling to attract customers one October. It is almost comforting to see this chain, which is masterful at popping up in recently shuttered storefronts, reappear like clockwork this year, a reminder of seasonal change and the grim reaper of American opportunism, when so many other routines have been disrupted.Īt one Spirit location, in the husk of a defunct supermarket at an outdoor mall in Richmond, Va., nothing appeared different from previous years, aside from a small sanitizer dispenser near the entrance, decorated with skeletal hands. Party City, for example, slashed the number of Halloween City pop-up stores it is opening this fall by 91 percent. The store known for selling costumes and spooky fall décor at temporary pop-up locations across the United States is making bullish moves in a brutal year for retail.Īccording to the company, it has opened more than 1,400 storefronts nationwide, more than last year - even as competitors scaled back significantly because of the pandemic. Spirit Halloween is once again open for business.
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