Halloween is big business.
In 2021, The U.S. National Retail Federation estimates consumers will spend more than $10 billion on Halloween decorations, candies, and costumes.
And there’s one retailer that is murdering it during spooky season.
Spirit Halloween is a seasonal shop that you may have seen pop up in one of those abandoned big box stores.
The pop-up retailer has 1,400 locations across the U.S. and Canada, and it is expected to surpass $500 million in sales this horror season, according to The Hustle.
While Spirit Halloween conducts business in brick-and-mortar locations from early August to Nov. 2, it sells Halloween-related goods all year on its website.
But why is Spirit Halloween killing the horror business game? Certainly, one factor is that the seasonal store produces terrifyingly good horror-related content on its many channels. Spirit Halloween uses several social media channels, including Twitter, Instagram, Pinterest, and YouTube, to keep audiences engaged with all-things horror.
From a Beetlejuice makeup tutorial to a spotlight on Pennywise the Clown during his day off, Spirit Halloween knows what content keeps its audience engaged.
The brand was a relatively early adopter of social media, sharing its story on social starting in 2009.
Off season, when pumpkins on front porches may seem out of place, Spirit Halloween remains active by hosting contests, presenting awards, or doing good in the community to keep its brand in the minds of people.
Spirit Halloween launched in 1983 in California. It’s founder, Joe Marver, was first in the business of women’s clothing. But after seeing how well a neighbouring Halloween business was doing, Marver decided to pivot to Halloween, too.
Today, Spirit Halloween is arguably the leader in the Halloween retail industry. And while the store’s pop-up business model helps with its net income, it’s hard to miss that great content plays a key role in Spirit Halloween’s success.
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