Inside the Terror That Sells in the Night, Spirit Halloween

This pop-up retailer brings the spooky season to millions—then vanishes into thin air

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When October rolls around, millions of Americans take comfort in the familiar harbingers of fall: The leaves turn colors, the sun sets earlier, Starbucks pours pumpkin spice lattes—and a six-block line forms outside the nearest Spirit Halloween.

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This story first appeared in the Oct. 25, 2021, issue of Adweek magazine. Click here to subscribe.

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