The Story of Spirit Halloween Stores

Spirit Halloween, one of spooky season’s favorite internet memes, is now 40 years old - and its origins are in the Bay Area.
The chain, which has over 1,500 pop-ups nationwide and has been known for quickly snagging up empty storefronts, is the brainchild of Joe Marver. In 1983, he opened a Halloween store at the Castro Valley Mall. At the time, he did business in party goods and women’s apparel, and when a dancewear store selling costumes at the mall closed, he saw an opportunity.
Why Halloween, in particular? According to the National Retail Federation, U.S. Halloween spending is projected to reach a record $12.2 billion in 2023, exceeding pre-pandemic levels. The trade association predicts the holiday will surpass the previous record, $10.6 billion, in 2022. (According to career guidance site Zippia, Spirit Halloween’s annual revenue is approximately $1.1 billion.)
Whether Marver has a special affinity for Halloween, a 2016 Bloomberg article described it as not a “strong love.” KQED asked him again about this impression.
“I had to be somewhat into it to start it,” he said.
Marver’s gamble worked out, and the concept took off.

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Castro Valley Mall in 1983?