Study: Spirit Halloween stores help boost community, power center visits
North America’s largest Halloween retailer has proven to be a key driver of traffic at shopping centers of various sizes.
A new report from retail intelligence firm Kalibrate reveals that Spirit Halloween and its over 1,500 seasonal pop-up stores have helped fuel a surge in retail visits. Community shopping centers benefit from a strong boost in foot traffic fueled by the launch of seasonal Spirit Halloween pop-up stores, with the strongest uplift occurring between Oct. 13 and Nov. 10 and peaking just before Halloween itself. Power centers see visits increase in late-October when Spirit Halloween stores are open, with the strongest spike between Oct. 20 and mid-November.
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Shopping centers with Spirit Halloween stores in select cities see more visits than others, according to Kalibrate. Orlando, Phoenix and Cincinnati are the U.S. cities that see the biggest uptick in foot traffic in centers that have Spirit Halloween stores compared to those that don’t.
Orlando, Fla.
Strongest spikes occurred late October, aligning with national shopping patterns.
- Oct. 27, 2024 – With Spirit: 5,399 vs Without: 2,226 (+3,174 footfall).
- Nov. 3, 2024 – With Spirit: 5,435 vs Without: 2,243 (+3,192 footfall).
- Nov. 10, 2024 – With Spirit: 5,398 vs Without: 2,227 (+3,171 footfall).
In the week starting Oct. 27, 2024, Orlando power centers featuring a Spirit Halloween store attracted 3,174 more visitors compared to centers that didn’t have one. The difference was even greater in the following week with 3,192 more visits.
Phoenix, Ariz.
Major lifts appeared earlier in the season and were already visible in September.
- Sept. 1, 2024 – With Spirit: 1,290 vs Without: 396 (+895 footfall).
- Sept. 8, 2024 – With Spirit: 1,292 vs Without: 400 (+892 footfall).
- Sept. 22, 2024 – With Spirit: 1,253 vs Without: 382 (+871 footfall).
Phoenix power centers reported an increased foot traffic of 895 people in the week starting Sept. 1, 2024 after the launch of one of its pop-ups. Interest in Halloween merchandise continued to grow the following week with an 892 footfall rise and from Sep. 22 last year when there was an 871 boost.
Cincinnati, Ohio
Visits peaked around Halloween into early November.
- Oct. 27, 2024 – With Spirit: 1,796 vs Without: 862 (+934 footfall).
- Nov. 3, 2024 – With Spirit: 1,787 vs Without: 850 (+937 footfall).
- Nov. 10, 2024 – With Spirit: 1,754 vs Without: 838 (+916 footfall).
Cincinnati experienced the second highest footfall increase in its city power centers around the Halloween season, according to Kallibrate. Figures from 2024 show power centers where Spirit Halloween had a presence drew 934 more visitors than those without a store in the week starting Oct. 27. The following week attracted 916 more visitors, and the week after that, 916 more, with strong consumer intent also spreading to neighboring stores.
“Known for short-term leases, themed displays and impressive store launches, the brand’s consistency draws in consumers from all corners of the country,” said Kalibrate in its report. “The biggest spikes in footfall during the Halloween season are found in power centers and community centers where Spirit Halloween attracts shoppers who also spend at neighboring stores.”
Headquartered in Manchester, U.K., Kalibrate actively serves companies across industries in over 70 countries through office locations in the U.S., Canada, Japan, India and Australia.
