Halloween continues to be a big business, with spending expected to reach $9 billion this year. Steven Silverstein, Chief Executive Officer and President of Spencer Spirit Holdings claims he has the market covered. Steven joins Americus on a special Halloween edition of Marketing Matters to talk about how Spirit Halloween Stores has mastered the art of the pop-up shop.
Steven discusses how the Halloween market used to cater to mainly young children, but it was Spencer’s Gifts, a retailer that provides a unique product offering to their core 18-24 year old guests and also a part of Spencer Spirit Holdings, that became one of the first retailers to capture the adult Halloween story. In the early 2000’s he recognized an opportunity to grown Spirit to be among the largest, if not the largest, Halloween retailer. Spirit is currently operating 1327 temporary retail locations.
His model of creating an entire retail business in a vacant store space in 60 days is indeed a challenging business model but his team of 200+ eats, sleeps, and breathes Halloween 365 days a year to pull it off. Steven notes that it is a synchronized process with every day planned out, but they strive to deliver quality, value, and a memorable customer experience each year. They also keep a pulse on current events, ensuring they provide the hottest costumes of the season. This year Spirit is the sole retailer selling Fortnite costumes.
The future looks not at all scary for Spirit Halloween Stores. Steven notes that they will continue to grow and cement their presence as the brand for Halloween.
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