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

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.

Hot List Cover
Click for more from this issue

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