Spirit Halloween has transformed a variety of locations over the years, from banks and empty mall stores to former Babies “R” Us locations. However, there is one place that stands out above the rest.
“Barney’s in New York would be the one that comes to mind as the coolest store we’ve ever been to,” says Nikki Balles, senior director of PR and brand image at Spirit Halloween, in an exclusive interview with PEOPLE. “Think of parties where Birkinis were on display, and now it’s transformed into something spooky – it’s just crazy!”
This year, the store opened 1,525 locations nationwide for Halloween, an increase from last year. The company employed 40,000 associates last year, and 50,000 this year. “We’re growing! There’s no slowing down,” says Balles. (To this end, they are launching a mini-chain of Spirit Christmas stores later this season.)
Halloween spirit in New York.
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To find new locations, Balles explains that the company has a real estate team that works year-round, finding and negotiating with industry partners. The team constantly monitors market trends and identifies potential stores that may go out of business and can then be taken over.
Balles estimates that 35% of the company’s stores stay the same year over year, but believes that number could be higher. Although Halloween hasn’t happened yet this year, she says the company is already well on its way to securing a spot for 2025.
“It just depends on the market, what’s happening and where things are going,” she adds. “We consider ourselves a hybrid retailer, not just a pop-up retailer. We’re dynamic and there are so many elements that go into opening a store. You have to find the property, secure the product and set everything up — making sure the air conditioning works.”
“We don’t appear out of nowhere,” she emphasizes. “We are very involved in the fact that stores are failing. And then we come in and help [shopping] downtown and bring in some traffic and do it in a carefree, fun way. Who wouldn’t want this thrill?”
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Los Angeles Halloween Spirit Shop.
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Spirit stores officially open on August 1st, starting with the grand opening of their flagship store in New Jersey, where thousands of people show up each year. After that, stores are gradually opening all over the country. After the holidays, the company will hold a sale and then begin closing stores in the first week of November.
When asked if Balles thinks Spirit will ever settle permanently, she says, “Based on the conversations I’ve heard, I don’t think so. The magic of it is the time we’re here and open, but our e-store is available year-round.”
She adds, “I think that’s what makes it so much fun. You only have a short time to get what you want and do what you want. Halloween is a no-pressure holiday. You don’t have to sit with your family and talk to people you don’t really want to.” talk. You don’t have to buy presents for anyone. You can just dress up as whoever you want, eat sweets and watch movies.”
Categories: Trends
Source: HIS Education