Photo courtesy of Spirit Christmas
Following a trial run which involved 10 pop-up locations in 2024, Spirit Christmas is tripling its store count this year to 30, according to a company press release, in hopes of capturing even more of the anticipated holiday spend set to come down as the year draws to a close.
With its test-run debut described as a success, Steven Silverstein, CEO of Spirit Christmas, made it clear that this seasonal transition was, in fact, a natural progression.
"At Spirit, we believe the magic of the season does not end with Halloween—it transforms," Silverstein said.
"Back by popular demand and with even more locations, Spirit Christmas is an extension of our sensory-rich, interactive holiday experiences. From our one-of-a-kind Santa photo experience to an exclusive collection of festive merchandise, we're thrilled to welcome guests back for another unforgettable season of magic and fun," he added.
As NJ.com reported, 30 existing Spirit Halloween locations will be converted to Spirit Christmas stores following the conclusion of spooky season. Said locations will largely be located in the Northeast and Great Lakes regions.
Spirit Christmas Partners With Cherry Hill Programs for Pictures / Video With Santa
One time-honored tradition will be taking place at Spirit Christmas locations this season: meeting Santa Claus. Saint Nick will be on hand for photo sessions curated by Cherry Hill Programs, with packages listed at between $39.99 and $59.99. Each package is afforded a digital discount for those who book early, coming with free holiday cards as well as a free personalized video from Kris Kringle.
"We're excited to partner with Spirit Christmas to create a joyful holiday experience for families. Our collaboration brings together the excitement of holiday shopping with the magic of meeting Santa, ensuring guests have unforgettable moments to treasure for years to come," Chris Landtroop, VP of marketing and communications at Cherry Hill Programs, stated.
Further, Spirit Christmas is taking some apparent cues from its more established Spirit Halloween sibling, introducing an immersive store experience titled Peppermint Village. There, shoppers will find Christmas decor, gifts, apparel, and interactive displays "designed to spark joy and nostalgia," as the retailer noted.
Retail Holiday Spend in 2025 Projected to Grow, But By How Much? And Can Spirit Christmas Cash In?
Retail spending projections for holiday 2025 are coming in from a variety of sources -- Mastercard Economics Institute is calling for 3.6% YoY increase in total U.S. retail sales (excluding vehicles), while Deloitte is anticipating a more conservative annual increase ranging from 2.9% to 3.4%. Meanwhile, Bain & Company are suggesting growth of 4%, which is below-average but an uptick nonetheless.
With several billions in spend on the table -- with the caveat that the aforementioned sources are anticipating e-commerce spending growth to far outpace brick-and-mortar spending growth this holiday season -- can an emerging Spirit Christmas continue to snag enough market share to make its own expansion worthwhile (or even better, continue apace)?