Spirit Christmas is rapidly scaling its seasonal retail concept. After piloting 10 stores in 2024, the company, a spinoff of Spirit Halloween, will open 30 pop-up locations this holiday season across the Northeast and Great Lakes regions.
This year’s stores will feature free Santa visits at select sites, with the option to book paid family photo sessions. A new addition, called Peppermint Village, will serve as an immersive holiday experience with themed décor, apparel, gifts, and interactive displays.
“At Spirit, we believe the magic of the season does not end with Halloween — it transforms,” said Steven Silverstein, CEO of Spirit Christmas. “Back by popular demand and with even more locations, Spirit Christmas is an extension of our sensory-rich, interactive holiday experiences.”
The brand’s holiday pivot builds directly on the Spirit Halloween model, where temporary retail locations tap into seasonal demand with high-engagement merchandising. “Our goal is to create a festive retail experience that captures the spirit of the season, much like we do for Halloween,” a company spokesperson said when Spirit Christmas first launched in 2024.
The expansion comes amid a mixed outlook for holiday retail. Bain & Company projects overall holiday sales will rise 4% in 2025, slower than the 10-year average. In-store sales are forecast to grow 2.75%.
Halloween itself is expected to be particularly strong this year, with spending projected to hit a record $13.1 billion, according to the National Retail Federation.
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