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mornin merry makers 🎃👻🍬🦇💀
the spirit of october made me want to revisit my letter on spirit from last october.
one of my most popular issues to date!
but new for the majority of you as we’ve grown form 2K to 8K merry makers 🥹
so it felt right to dust off the cobwebs and give this one another spin.
because spirit halloween is one of the most brilliant, profitable, and downright bizarre retail businesses out there. operating since 1983, owned by spencer’s since 99 (yes that one that is home to lava lamps and gag gifts).
this year, they’re scarier, snarkier, and bigger than ever.
grab your psl, let’s go 👇
in today’s letter, you'll learn about:
→ the tricks & treats of spirit’s so much fun, it’s $cary business
→ madison scare park & 2025’s trending costumes
→ spirit’s snarky social strategy that even dunked on snl
→ spirit’s sequel this year in 30 jolly locations
surprising stor(i)es & stats
let’s revisit the numbers that make halloween a $cary good retail holiday:
you’ve made it to the good part 😎
this (& all the best stuff) is for paying merry members only 🔒 so click below to get the goods + support the merrymaking ↓
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what you get as a merry member:
- • 🧱 bricks brand breakdown every monday
- • 🛍️ behind the stores interviews every thursday
- • 📎 expert designed tools, templates & resources
- • ✏️ the merry makery newsie archive (every post ever!)
- • 🫶 my eternal gratitude for helping me build this dream