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Spirit Halloween serves a Halloween consumer market estimated at $8.4 billion dollars yearly, according to the National Retail Federation. Today, the Spirit Halloween network of pop-up stores is bigger than any other specialty retailer in the category, with new ownership expanding Marver’s original concept to more than 1,100 locations across North America. His approach to short-term leases, locations, and the stocking of widely varied merchandise was novel in the Halloween retail sector. Starting with his first pop-up location in the Castro Valley Mall in 1984, he grew Spirit Halloween to 60 seasonal stores nationwide before it was acquired in 1999. Joe Marver created the Spirit Halloween business model, a pop-up store catering to Halloween revelers. An estimated 80% of the materials used to make these costumes is derived from plastic. Given that there is no price on waste generation, the company is able to externalize those costs to the larger society, which helps it stay profitable. Stores usually discard unsold merchandise, instead of warehousing for the next season, to keep costs low. The stores typically operate for 60 to 90 days, opening sometime in early to mid-August and usually closing two or three days after Halloween. The retailer makes use of vacant retail space. A few days later the videos are followed by another one officially revealing and announcing the item. In early summer Spirit Halloween typically puts out teaser videos on social media and YouTube to create excitement for new items. Many decorations are exclusive to Spirit. The store carries decor manufactured by Tekky Design, Gemmy, Yu Jun, Seasonal Visions International, Crazy Create, NewRaySun, PartyTime Costume, Seasons USA, Morbid Enterprises, and more. The Spirit Halloween website is open year-round, offering its in-store products online. During the Halloween season, Spirit operates over 1,400 store locations in North America.