Halloween Stores Become a Pop-Up Phenomenon
By Tom Ryan
on the rash of shuttered storefronts across retail, Halloween-themed stores
are finding more visible and larger locations this year. And with more popping
up across the country, they appear to be scaring up some healthy sales.
retail space from the closings of Circuit City, Mervyns, Linens ‘N Things and
Home Depot’s Expo Design Center have increased opportunities for all temporary
stores, according to an article by The Associated Press.
But the article also underscored the burgeoning opportunity around Halloween
Halloween, based in Egg Harbor Township, NJ, has just over 700 temporary stores
operating this year. That represents an increase of 100 over last year, including
83 former Circuit City locations.
bigger the storefront, the bigger impression you have on the consumer and that’s
the big plus,” Spirit Halloween’s vice president of operations Tony Detzi told The
large chains include Halloween USA, a Michigan-based company with more than
250 temporary stores in the U.S; and Halloween Express, based in Florence,
KY, with more than 200 locations.
Adventure, based in Garnet Valley, PA with 50 locations, has increased the
size of its stores to 10,000 square feet this year from 8,000 last year through
better access to real estate.
helps to make the store more shoppable. There’s more floor space to put out
all the product that you want and still have enough elbow room for customers,” explained
Halloween Adventure’s CEO Joe Purifico. If forced to cram costumes into a smaller
store becomes a maze,” he said.
which open on or about Sept. 1 and close around Nov. 1, appear to be mostly
corporate-owned although some are run by franchisees. While facing price
competition from bigger boxes, the stores stand out for their selection,
creepy ambience and customer service. Employees often wear costumes while
people that work for us tend to be Halloween enthusiasts,” Heather Golin, director
of corporate communications for Spirit Halloween, told The
Daily Herald in Illinois. “Working
in our locations during their favorite season is just a lot of fun for them.
You can be creative yourself in just coming up with different ideas of how
to dress up at the store.”
are expected to particularly benefit from the holiday falling on a Saturday
this year. Sales are generally better when that happens, according to Ms. Golin,
because it’s easier on a weekend for adults to host costume parties as well
as take their kids trick or treating.
What do you think of the opportunity around Halloween-themed stores?
What’s driving the apparent expansion and success of these temporary
shops? Are general retailers fully capitalizing on the popularity of
- Halloween stores pop up in old retail haunts
– The Associated
Press/Asbury Park Press
- Popular Halloween pop-up stores help push
for annual ‘Halloweekend’ – The Daily Herald