Tuesday, October 18

Spirit Halloween

The pop up Halloween store has certainly come on full force this year.  I can remember just a few years back when it was a rare find -- finding a costume store that is.  Now, it feels like they are on every street corner.

It shouldn't be surprising because Halloween has become a huge holiday here in the US.  Second most decorated after Christmas.  First most picture posts on Facebook.  Top five in drinking occasions (depends on who you ask where it falls in the top 5).  And certainly the number one occasion for putting on an over the top sexy dress -- male or female -- french maid, nurse, car wash attendant, Lady Gaga.

So it's no wonder that the market had to respond with supply.  The problem is that we don't need these costumes all year, hence the pop up store.  Although all the traditional retailers have amped up their volume too -- most notably CVS, Target, Walmart.  Spirit Halloween appears to be the leader in pop ups (with a great online presence too), with Ricky's right behind (atleast in NYC).

It's fun and festive and I love every minute of it.  Although I do have to admit that I myself am not much of a costume guy.  It's not my brand.  Maybe it's because Junior Year at college I dressed as a Cornell cheerleader.  All the groping that night -- I've never been the same. :)

While we are talking about fun and festive and Halloween ... I have to give a shout out to General Mills and their line of monster cereals.  BooBerry, Count Chocula, and Franken Berry.  I love the packaging, which they not too long ago brought back a retro feel from the 1970's (which is my recolletion of the brand).  They have so captured the spirit of Halloween, but give it to us all year round.  A great brand experience through and through.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect

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