October, 2024 Spirit Halloween would launch a new store called Spirit Christmas for a  major change and a fun new addition to Christmas. This plan involved opening 10 stores. The main goal behind this decision was to use the very successful store they already have to make money for more months of the year. Now, they have plans for 30 store locations across the country. This includes a new store opening in Joliet. These stores open late October and early November, which is after the Spirit Halloween stores close up for the year. Spirit Christmas plans to sell lots of different holiday items and offer fun services like photos with Santa, festive clothes, ornaments, holiday decorations, and stocking stuffers.

The issue with this expansion is how different the two stores feel. Spirit Halloween has a very specific, strong identity tied to Halloween. Creating a store for Christmas, a holiday known for being happy, traditional, and family focused is a huge change. Mylah King, a sophomore at Joliet West says, “It’s strange and out of brand for a Halloween store to open a Christmas store” This highlights the risk that the company might weaken its brand by trying to sell fake blood and scary costumes one month, and festive Santa decor the next. Mrs. Galloy, a teacher at Joliet West comments “I love festive decor, I am excited to check out the new store and see how the prices are.” Her comment invites the question of prices and how the exciting new expansion will look.

Freshman Zoe Simpson says, “I believe this store plan will be exciting, since i’m a major fan of Christmas I will love to see what festive decor they’ll add to the store. I’m upset that Spirit Halloween is closing but excited for a new change/”

The Spirit Christmas invention is a big risk, but may result in a clever business move. There’s a possibility they’ll face major challenges in getting future customers to accept those two holidays with such different aesthetics and feelings.