Holiday Pop-Up Spirit Christmas Opens Early This Year
Just as Halloween decorations reach their peak, a new seasonal wave is already sweeping through malls and shopping centers across the Northeast and Great Lakes. Spirit Christmas, the holiday-themed offshoot of Spirit Halloween, has officially begun opening its doors for the 2025 holiday season. The early arrival of these pop-up Christmas stores signals a growing trend among retailers to extend the holiday spirit well before Thanksgiving.
From Haunted Houses to Holiday Cheer
Spirit Christmas is owned by Spencer Gifts, the same company behind the wildly popular Spirit Halloween chain known for transforming empty storefronts into seasonal costume emporiums each fall. Last year, Spencer Gifts tested the Christmas-themed concept with eight pilot stores in the Northeast.
After strong customer response, the company is now dramatically expanding the brand’s footprint to 30 stores across 12 states, including Connecticut, Delaware, Illinois, Indiana, Kentucky, Maryland, Massachusetts, Michigan, New Jersey, New York, Ohio, and Pennsylvania.
Marisa Simonson, a spokesperson for Spencer Gifts, confirmed to USA Today that the flagship Spirit Christmas location officially opened in Mays Landing, New Jersey, on October 17. A handful of additional stores will open by the end of October, with the remainder debuting in early November following the seasonal transition from Spirit Halloween.
Customers loved the nostalgia, the joy, and the over-the-top décor last year,” Simonson said in the release. “We’re excited to bring that same immersive experience to even more communities this holiday season.
What to Expect Inside Spirit Christmas
Stepping into a Spirit Christmas store feels like entering a festive wonderland. While Spirit Halloween is known for jump scares and animatronics, its Christmas counterpart focuses on cozy cheer and elaborate displays designed to capture the magic of the holiday season.
The stores will sell a wide range of holiday merchandise, including themed decorations, ornaments, Christmas lights, inflatables, and yard décor. Shoppers can also expect an extensive lineup of ugly Christmas sweaters, pajamas, stocking stuffers, and novelty gifts—many infused with the same playful, irreverent humor that defines Spencer’s year-round retail identity.
Some Spirit Christmas locations are opening in the same spaces previously occupied by Spirit Halloween, transforming haunted houses into holiday villages almost overnight. Others are debuting in new retail spaces to accommodate the brand’s expansion.
Early Demand
Even before most locations have opened their doors, some Spirit Christmas stores are already offering one of the season’s most beloved traditions: photos with Santa Claus. According to a Spencer Gifts press release, Santa photo experiences will begin November 21 at select stores. Families can reserve a time slot online, and photo hours will run Fridays from 3 p.m. to 7 p.m., Saturdays from 11 a.m. to 7 p.m., and Sundays from 12 p.m. to 6 p.m., local time.
The company said the photo experience is designed to be affordable and accessible for families who want to capture early memories of the season without the long lines or high prices of mall photo sessions.
A Growing Trend of “Early Christmas”
The rise of Spirit Christmas reflects a broader retail shift toward extending the holiday season. Major chains such as Target, Walmart, and HomeGoods began rolling out Christmas merchandise in late September this year, even before Halloween costumes hit clearance racks.
Retail analysts say this shift is partly driven by consumer behavior. Many shoppers have begun decorating and shopping earlier each year, both to spread out expenses and to enjoy the emotional boost that holiday traditions bring. A 2024 National Retail Federation survey found that 43% of Americans now begin their holiday shopping before November 1.
Retail consultant Bethany Miller told Retail Dive that pop-up concepts like Spirit Christmas are a smart way for brands to capitalize on the “nostalgia economy.” “People crave experiences,” Miller explained. “They want spaces that make them feel something—whether that’s spooky excitement in October or cozy joy in November. Spirit has found a formula that taps into both.”
Where and When to Visit
Spirit Christmas stores will continue opening through early November, with locations spread throughout the Northeast and Great Lakes. Customers can find exact addresses and opening dates by using the store locator on the official Spirit Christmas website.
Given the brand’s explosive growth, retail experts predict Spirit Christmas may soon become a staple of the holiday landscape—just as Spirit Halloween has for October.
Spirit managed to make Halloween retail into a phenomenon,” said Simonson. “Now we’re doing the same for Christmas.
As the final pumpkins come down and holiday lights start to glow, it seems the spirit of Christmas—literally—is arriving earlier than ever.
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