Each year more than 1,300 Spirit Halloween stores pop-up for the Halloween season.
The company hopes to capture part of the $9 Billion Halloween market by offering costumes and other Halloween items. These stores typically open in early September and close a few days after Halloween, and are located in areas with high traffic to draw in customers in.
Video Spotlight: Jack Straw – Spirit Halloween
This post is based on the Victoria Advocate article, Spirit Halloween Cashes In On $9 Billion Halloween Retail Industry, by Morgan O’Hanlon, September 22, 2019, and the YouTube video, Jack Straw – Spirit Halloween, by Spirit Halloween, August 23, 2019. Image source: Ariel Skelley/Getty Images
1. What management techniques should be used for a pop-up store like Spirit Halloween?
Guidance: As the stores are only open once a year for approximately two months, and with locations probably changing each year, a project management approach should be employed. Keep in mind that there should be a project plan for each store. However, there will be similarities between these plans.
2. What are some of the activities that must be completed each year?
Guidance: This would be a good place to use a work breakdown structure (WBS) to identify project activities. Major activities would be finding and leasing the store, hiring the workers to run the store, finding and buying the items for the store, shipping the items to the store, setting-up the store, and closing the store.
2. What factors should Spirit Halloween consider, in selecting a location?
Guidance: Location is always important for a retail store. So, the company needs to consider the amount of traffic that passes a potential store location. Spirit Halloween specifically looks for a population of at least 35,000 within 3-5 miles of the store, and a car count of at least 25,000 cars per day.
Additionally, the location must be available for a short-term lease (typically 3 months). It will need to be of the correct size and in good condition—although Spirit Halloween is flexible as to the size. Finally, the rental price must be acceptable.