Spirit Halloween is expanding its seasonal retail footprint beyond its namesake holiday, with plans to operate 30 “Spirit Christmas” stores across the United States this year. The move represents a tripling of the holiday-themed stores launched in a limited test run in 2024, according to the company.
The initial foray into the Christmas market last year saw ten stores open in the Northeast, a concept described by Spirit Christmas CEO Steven Silverstein as “sensory-rich, interactive holiday experiences.” This year’s expansion extends the brand’s reach into the Midwest, utilizing short-term leases in vacant big-box stores, a strategy familiar to shoppers of Spirit Halloween.
Spirit Christmas will offer a range of festive merchandise, including decorations, gifts, apparel, and oversized yard inflatables. The stores will likewise feature a Santa photo experience, and leverage pop culture tie-ins, a hallmark of the Spirit Halloween brand. Silverstein stated the company is “thrilled to welcome guests back for another unforgettable season of magic and fun.”
The expansion follows a successful initial test of the Spirit Christmas concept, which allowed the company to capitalize on the holiday shopping season beyond the traditional Halloween timeframe. Spirit Halloween, owned by Spencer’s Gifts, has operated since 1983, typically closing its stores after October 31st. The shift to remain open longer aims to tap into the lucrative holiday market, offering a unique blend of post-Halloween and early Christmas offerings.
The first Spirit Christmas store opened in Mays Landing, New Jersey, on October 18th, with other locations opening throughout November. The company’s website, spiritchristmas.com, highlights the availability of stocking stuffers, holiday apparel, gifts, décor, and inflatables.
