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👋 Yesterday, you passed 3x Spirit Halloween stores on the way to work. Now they’re gone — but they managed to cash in an estimated $1.86 billion in just 60 days. Here’s how one man revolutionized the pop-up store and how you can do the same.

In this edition:

• The 60-day billion dollar pop-up

• Halloween is a $9 billion dollar pie?

• A strategy to ONLY work peak months

Read time: 3 minutes | 718 words

MEMES

🤪 Here’s 19 more funny tweets perfect for November first.

STORY 

🎃 Earn $1.6 Billion in 60 Days?

It's 1983, and dress retailer Joseph Marver notices something that's about to revolutionize seasonal retail. But there are a few obstacles in his way:

• Retail spaces sit empty for months, bleeding money for landlords

• Halloween was seen as just a kids' holiday, not a retail goldmine

• Most retailers thought seasonal-only stores were business suicide

Does Marver stick to selling dresses? Hell no! He sees the untapped potential in Halloween retail and decides to pioneer something entirely new.

He transforms his clothing store into a Halloween-only shop, creating the blueprint for Spirit Halloween. The temporary store model would soon become the gold standard for seasonal retail.

Here's what made Spirit Halloween's model revolutionary:

• They turn vacant retail spaces into profitable ventures

• They create urgency with limited-time operations

• They tap into America's growing appetite for Halloween

• They perfect the "pop-up" retail concept

But Marver doesn't just create a store — he creates an experience. Spirit Halloween becomes known for:

• Interactive displays that bring Halloween to life

• Massive costume selections for all ages

• Props and decorations that transform homes

• A shopping experience that's more fun than frightening

By 1999, Spirit Halloween catches the eye of Spencer's Gifts, who sees the potential to scale this seasonal success story. The acquisition turns Spirit from a regional player into a national phenomenon.

Today, Spirit Halloween operates over 1,400 locations each season, becoming as much a part of American Halloween culture as trick-or-treating itself. According to CNBC, the company brought in $1.86 Billion in 2023.

Key takeaway: Marver's story shows how spotting a market gap and having the courage to try something different can create an entirely new retail category.

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INSIGHT

🥧 A Massive Slice of the $9 Billion Dollar Pie

Spirit Halloween is not a franchise model - they are all corporate-owned stores. This is actually a key part of their business model - the corporate ownership allows them to negotiate leases nationwide and maintain consistent operations across all 1,400 locations.

The Investment:

• Space: 7,000-10,000 square feet in prime retail spots

• Premium rent: Higher rates for 60-90 day leases

• Staffing: Part of Spirit's 50,000 seasonal workforce

• Training: District managers fly to NJ for week-long prep

Here's the timing blueprint:

• Scouting starts November 1st (today)

• Stores open late summer

• All locations close November 2nd

• Year-round real estate team secures prime spots

The industry numbers (as of 2018):

• Total Halloween spending: $9 billion

• Average consumer spend: $86.79

• Spirit locations: Over 1,400 stores

• Market presence: US and Canada

• Growth: 5% store increase from 2017

Spirit doesn’t franchise, but what other business opportunities fit this mold?

• Tax Prep Centers - $300-500K/season

• Back-to-School Superstores - $400-700K/season

• Wedding Season Boutiques - $250-500K/season

• Fireworks Stores - $200-400K/season

• Christmas Trees/Decor - $300-600K/season

• Summer Recreation Rentals - $300-500K/season

• Winter Sports Equipment - $300-600K/season

• Prom/Formal Wear - $200-400K/season

• Valentine's Gift Shops - $100-200K/season

• Black Friday Pop-Ups - $200-400K/month

Key insight: While individual store profits aren't public, Spirit thrives by targeting vacant retail spaces in high-traffic areas near major retailers like Target and Walmart.

ACTION

💰 The "2-Month Sales Warrior" Strategy

The Reality: Most salespeople waste 10 months chasing low-value seasons.

The Power Move: Work ONLY Peak Months

• Track monthly sales data for 1 full year

• Find your 2 highest-revenue consecutive months

• Multiply your prices by 2-3x during peak

• Take deposits/pre-orders in off-season

• Focus only on premium clients

Why It Works:

• Customers expect to pay more in peak season

• Less competition (most quit during off-season)

• Higher energy/motivation during short period

• Better work-life balance

• Premium pricing attracts better clients

Example Monthly Revenue Data:

• Wedding Photography: May-June ($40K/month)

• Tax Prep: March-April ($30K/month)

• Real Estate: June-July ($45K/month)

• B2B Sales: Q4 ($50K/month)

• Fitness: January-February ($35K/month)

Start tracking today. Double your prices next peak season. Take some f**king time off to spend that extra cash.