99% Invisible: Spirit Halloween

Episode Release Date: October 22, 2024
Host: Roman Mars
Producer: Chris Berube

Introduction to Spirit Halloween

The episode opens with Roman Mars introducing a transformed space at Spadina and King Street in downtown Toronto. Formerly a bustling liquor store spanning 11,000 square feet, the location became markedly different after the store relocated in 2019. Since then, the vast area has remained mostly vacant, except for a notable seasonal presence.

Chris Berube reflects on the transition:

"[...], but it's only empty for about nine months out of the year because every fall, just like clockwork, the space has been possessed by a spirit. By a spirit. Halloween." ([01:49])

The Emergence and Evolution of Spirit Halloween

Spirit Halloween has become a ubiquitous fixture across the U.S. and Canada, characterized by its vibrant orange, yellow, and black signage that pops up in approximately 1,500 locations each August and tears down by November. The concept is straightforward: a pop-up store stocking an extensive range of Halloween merchandise, from costumes and decorations to animatronics.

Chris Berube delves into his initial skepticism:

"For a long time I wondered, okay, what is going to move in there? [...] And I gotta say, when I finally took the plunge last fall, it was pretty much that." ([01:49])

Despite his reservations about the chaotic atmosphere, Berube acknowledges the widespread enthusiasm for Spirit Halloween.

Founding Spirit Halloween: Joe Marver’s Vision

The story traces back to Joe Marver, the founder of Spirit Halloween, who launched the venture in 1983. Contrary to expectations of a Halloween enthusiast's origin, Marver’s childhood was devoid of bat-related experiences. His pivotal moment occurred when his women's apparel outlet in California struggled during October—a non-peak month for that merchandise.

Faced with dwindling sales and nearby competition from a dancewear shop selling costumes, Marver pivoted his business model:

"That October, Joe completely changed his business for one month only. And Spirit Discount Women's Apparel became Spirit Halloween." ([08:25])

This seasonal transformation was an immediate success, leading to significant revenue growth and the expansion of multiple stores.

Spirit Halloween’s Real Estate Strategy

A cornerstone of Spirit Halloween’s success lies in its strategic acquisition of vacant big-box storefronts, especially those abandoned by the retail downturn—a phenomenon often referred to as the "retail apocalypse." Mike Olson, who started working with Spirit in the '80s, elaborates on the pragmatic yet creative approach the company took:

"We've cleaned more floors, replaced more light bulbs, and fixed more HVAC units across the country than I would think any other retailer at this point." ([13:26])

Spirit’s focus on large, empty retail spaces—typically over 10,000 square feet and often situated near other popular stores—ensures high visibility and foot traffic. Their readiness to pay above-market rates for short-term leases, combined with the adaptability to repurpose unconventional spaces like old banks or defunct churches, has solidified their dominance.

Corporate Expansion and Brand Evolution

In 1998, after 16 years of independent operations, Joe Marver sold Spirit Halloween to Spencer Gifts, a well-known retail chain specializing in novelty items. Under corporate ownership, Spirit expanded exponentially from 65 to 1,500 stores nationwide. This growth also marked a shift from off-brand, generic costumes to officially licensed apparel featuring characters from Disney, Marvel, and popular horror franchises.

Chris Berube observes:

"Under corporate ownership, Spirit has gone from 65 stores to 1500." ([15:54])

Despite corporate backing, the essence of Spirit Halloween remains its temporary, seasonal presence, retaining the signature tarp logos and pegboard displays.

Criticisms and Urban Planning Concerns

Notwithstanding its commercial success, Spirit Halloween faces criticism from urban policy advocates. Rachel Quedno from Strong Towns highlights concerns about the implications of Spirit’s real estate strategies on urban development:

"If our cities are thinking about, like, what is a long term benefit for us financially for our residents, then we shouldn't be thinking about pursuing, you know, really short term massive businesses like this." ([18:46])

Quedno argues that Spirit is symptomatic of broader issues in retail real estate and suburban planning, suggesting that the abundance of vacant big-box stores invites such temporary operations, which may not contribute positively to long-term urban sustainability.

Jackie, a YouTuber who covers Halloween trends, adds:

"Honestly, for, like, all the huge big box stores that are now sitting vacant. I think the best case scenario is to knock them down, let them return to the earth..." ([19:30])

Halloween Trends: The Rise of the Giant Skeleton

Transitioning from Spirit Halloween’s narrative, the episode explores another Halloween phenomenon—the 12-foot plastic skeleton offered by Home Depot. Introduced during the 2020 pandemic, these oversized decorations quickly became a cultural staple, often appearing ubiquitously across neighborhoods and garnering significant online attention.

Chris Berube recounts the product’s debut:

"In 2020 first, Halloween of the pandemic, [...] it's a 12 foot plastic skeleton you can put in your yard with light up eyes. [...] they sold out immediately." ([27:13])

The skeletons have sparked both enthusiasm and logistical challenges for homeowners. Bobby Lord, a podcasting colleague, shares his experience of receiving one as a wedding gift:

"When you guys bought the skeleton for us, it arrived in the most hilarious box [...] It was like, you know, cardboard is like pretty, pretty strong material, especially when it's that big." ([30:07])

Lord discusses the practical aspects of maintaining such a large decoration, including storage and seasonal modifications, as well as the peculiarity of their neighborhood’s reception.

Cultural Impact and Social Dynamics

Despite initial fears of becoming neighborhood attractions, Lord notes an unexpected outcome:

"I naively thought [...] We're gonna have like a Google map. People will be coming from miles around [...] But actually, it's too popular, it's too mainstream." ([33:26])

This shift illustrates a broader trend where unique or extravagant Halloween decorations become quickly normalized, leading to an "arms race" for more elaborate displays.

Conclusion: Spirit Halloween’s Role in Retail and Culture

The episode concludes by reflecting on Spirit Halloween’s influential role in reshaping retail spaces and embedding itself into Halloween traditions. By capitalizing on vacant big-box stores and marrying them with the festive spirit of Halloween, Spirit has not only thrived commercially but also influenced seasonal decorations and consumer behavior.

Chris Berube offers a final analogy:

"I think Spirit is more like a hermit crab. It finds these different shells and it discards them as it goes along." ([21:51])

Roman Mars wraps up by acknowledging the deep-rooted presence of Spirit Halloween in contemporary culture, highlighting its dual impact on both the retail landscape and the communal celebration of Halloween.

Notable Quotes with Timestamps

• Chris Berube on initial space vacancy:
  "[...] the space has been possessed by a spirit. By a spirit. Halloween." ([01:49])

• Joe Marver on transforming the business:
  "That October, Joe completely changed his business for one month only. And Spirit Discount Women's Apparel became Spirit Halloween." ([08:25])

• Mike Olson on cleaning and maintaining stores:
  "We've cleaned more floors, replaced more light bulbs, and fixed more HVAC units across the country than I would think any other retailer at this point." ([13:26])

• Rachel Quedno on urban planning:
  "If our cities are thinking about, like, what is a long term benefit for us financially for our residents, then we shouldn't be thinking about pursuing, you know, really short term massive businesses like this." ([18:46])

• Chris Berube on the skeleton’s popularity:
  "In 2020 first, Halloween of the pandemic, [...] they sold out immediately." ([27:13])

Credits:
Produced by Chris Berube and Jacob Murdernado Medina. Edited by Skellington Prime Mix and edited by Marscream Gonzalez. Music by Swan Real Monsters. Fact Checking by Skaara Bullins. Executive Producer: Kathy Boo. Senior Editor: Delaney Halloween. Digital Director: Kurt Goulstead. Intern: Taylor Shrederick. Special Thanks to Katie Klein, Ben Frisch, and Katie Thomas.

For more episodes, visit 99percentinvisible.org.