Goodbye, haunted houses. Hello, gingerbread houses.
If Ben Franklin were alive today, he might add a third certainty to his now-familiar axiom: death, taxes, and the late-summer creep of Spirit Halloween filling in vacant retail storefronts across the country.), it’s easy to feel as if there’s a Spirit Halloween around every corner. But as reliably as the stores show up once August turns to September, Spirit Halloween ’s doors close by mid-November.
When everything is a click away from being at your doorstep in two days or less, it’s easy to eschew the in-person shopping experience, especially during stressful times like the holidays. Getting the shopping done—whether it’s procuring the devil horns to complete your costume or purchasing an aerosol can to spray faux snow on your windows—is more important than having the experience of waiting in a long line and paying more money for things you pull out of storage only once a year.
It’s a pop-up economy held together by short-term leases, thousands of seasonal workers, and last-minute costume purchases. With that kind of financial guarantee, it makes sense to extend those three-month leases just a bit—after all,But where Spirit Halloween offers up just the bare bones for a haunted holiday, the company’s Christmas stores will come equipped with a “life-sized gingerbread village” and the chance to take a photo with Santa.
It’s just another example of how the tactile shopping experience is competing with the attention economy. Although Spirit Halloween’s success is due largely to a combination of lucrative short-term leases and guaranteed seasonal shoppers, there’s no denying that it has benefited from a cultural groundswell of everything Halloween- and horror-related.
Whether that will translate into success for Spirit’s newest holiday venture is another question entirely. But if the company’s spooky-season dominance is any indication, all the mall Santas out there should be watching their backs—because Spirit Christmas is coming for their
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