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PLUS: Disney ticket prices, visualized.
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October 19, 2021
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There are few things in life better than a good recommendation. So we thought, why not include some? Starting today, at the bottom of the email, you’ll regularly find quick, honest recommendations from people on our team. Any topic is fair game.
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Today’s rundown:
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<strong>
Spooky:
</strong>
How Spirit Halloween became a $500m+ business.
</li>
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
To Infinity and Beyond:
</strong>
Disney ticket prices, visualized.
</li>
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
Sustainability:
</strong>
How Google Search is going green.
</li>
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
Around the Web:
</strong>
A rotating Bosnian house, a site to hang like you’re in a ’90s video game, Today in 1985, and more.
</li>
</ul>
<p style="font-size: 16px; line-height: 20px; padding-bottom: 10px; margin: 0px;">
Let’s do it.
</p>
</td>
</tr>
<tr>
<td class="h2020 ignore-defaults">
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
<tr>
<td style="border-bottom-color: #dddddd; border-bottom-style: solid; border-bottom-width: 1px; padding-top: 5px;">
</td>
</tr>
<tr>
<td style="padding-bottom: 5px;">
</td>
</tr>
<tr style="display: block; padding: 10px 2px 0px;">
<td style="width: 100%;">
<table style="width: 100%;">
<tr>
<td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 0px 0px 10px;">
The big idea
</td>
</tr>
<tr>
<td align="center" style="text-align: center; padding: 0 0 6px;">
<a style="color: #d62829; text-decoration: none;">
<img alt="Spirit Halloween logo" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fspirit_Halloween.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mcnKK:DqrHVUo-VyUon51BwcoamUBzbjwxcmBY-zZPg2nUZ8k" style="height: auto; max-width: 600px; width: 100%;" width="600"/>
</a>
</td>
</tr>
<tr>
<td>
<h2 style="font-size: 22px; line-height: 26px; font-weight: bold; margin: 3px 0px;">
How Spirit Halloween became a $500m+ business
</h2>
</td>
</tr>
<tr>
<td class="h2020 ignore-defaults" style="padding: 5px 3px 0px;">
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
The Halloween Industrial Complex is no joke.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
As
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
we covered last week
</a>
, the National Retail Federation (NRF) estimates that US consumers will drop
<strong>
$10B+
</strong>
on costumes, candies, and decorations for Halloween 2021.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
One of the main recipients of this spend:
<strong>
Spirit Halloween
</strong>
, the chain of seasonal Halloween pop-up stores.
</p>
<h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
<strong>
Spirit Halloween was founded by Joe Marver
</strong>
</h4>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
In 1983, the entrepreneur owned a women’s clothing store in California, per
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
<em>
Vox
</em>
</a>
. A neighboring costume store did very well during Halloween -- and when that store shut down, Marver pivoted his own business to costumes.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
The “Spirit” name was pure coincidence. Marver wasn’t inspired by Halloween ghosts, but by the name of his shuttered store (Spirit Women’s Discount Apparel).
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
That first year, Spirit Halloween made
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
$100k
</a>
in 30 days. Over the next 16 years, Marver built Spirit Halloween into 60+ locations that were only open in the months leading up to Halloween (August, September, October).
</p>
<h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
<strong>
Mall retailer Spencer’s Gifts…
</strong>
</h4>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
… acquired Spirit Halloween in 1999 and growth exploded. Today, it runs 1.4k pop-up stores across Canada and the US.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
According to
<em>
Vox
</em>
, Spirit’s real estate team works year-round trying to secure the best locations. While landlords -- primarily mall operators and commercial real estate holders -- prefer long-term tenants (5-10yrs), many accept Spirit’s temporary leases if nothing else materializes.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Per
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
<em>
Bloomberg
</em>
</a>
, Spirit offers above-market rates and its leases include a
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
kick-out clause
</a>
(Spirit is out if landlords find a permanent tenant by June). Often, Spirit ends up taking over spaces from bankrupt retailers like Sears or Toys R Us.
</p>
<h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
<strong>
Spirit’s sales figures aren’t public
</strong>
</h4>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
But in 2015 financial firm Moody’s estimated that it did
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
$400m
</a>
in sales, which was 16% of the
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
$2.5B
</a>
costume spend in the US that year.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
If that market share holds steady for the NRF’s projected costume spend of $3.3B in 2021, Spirit’s revenue would total
<strong>
$528m
</strong>
. Even though it runs a website year-round, 90%+ of sales happen from Labor Day to Halloween.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
In 2000, Marver told the
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
<em>
Seattle Times
</em>
</a>
: “I didn’t invent temporary sales… but I feel like I invented temporary Halloween.” We can thank Joe for that… and these absurd
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
memes
</a>
.
</p>
</td>
</tr>
<tr>
<td align="center" style="text-align: center; padding: 5px 0px 6px;">
<a style="color: #d62829; text-decoration: none;">
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</a>
</td>
</tr>
<tr>
<td>
<p style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 10px;">
Source: Twitter / Buzzfeed
</p>
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</tr>
<tr>
<td>
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<img alt="View on our website" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fweb.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1mcnKK:UGTEHnipcV3XRXwIBILiv5wfid6ZRUxkz6GBW0deh2o" width="30"/>
</a>
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SNIPPETS
</td>
</tr>
<tr class="zephyr-syntax">
<td class="h2020 ignore-defaults" style="padding: 5px 4px 0px;">
<p style="font-size: 13px; line-height: 130%; font-family: Helvetica, sans-serif; margin: 5px 0px 10px;">
<em>
<strong>
NEW!
</strong>
Introducing our new and improved
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Snippets
</a>
. You can now get extra snippets on your favorite topics. Follow the button below to get started.
<strong>
(It takes less than 30 seconds!)
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</em>
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<p style="font-size: 15px; line-height: 160%; margin: 0 0 0 3px; padding: 5px 0px 10px;">
<strong>
Zuck’s AI failure:
</strong>
Facebook employees
<a style="color: #d62829; text-decoration: none;">
estimate
</a>
its AI tools only clean up 3%-5% of hate speech on the platform.
</p>
<p style="font-size: 15px; line-height: 160%; margin: 0 0 0 3px; padding: 5px 0px 10px;">
<strong>
Gifting guidance:
</strong>
A new survey
<a style="color: #d62829; text-decoration: none;">
reported
</a>
that on average, Americans expect to spend
<strong>
$637
</strong>
on gifts and other holiday-related purchases.
</p>
<p style="font-size: 15px; line-height: 160%; margin: 0 0 0 3px; padding: 5px 0px 10px;">
<strong>
New listing:
</strong>
Expensify,
<strong>
</strong>
a SaaS platform that helps companies manage expenses,
<a style="color: #d62829; text-decoration: none;">
announced
</a>
plans to IPO.
</p>
<p style="font-size: 15px; line-height: 160%; margin: 0 0 0 3px; padding: 5px 0px 10px;">
<strong>
UPDATE:
</strong>
Netflix
<a style="color: #d62829; text-decoration: none;">
estimated
</a>
that “Squid Game” is worth
<strong>
$900m
</strong>
, and says
<strong>
130m+
</strong>
people have watched the series so far.
</p>
<p style="font-size: 15px; line-height: 160%; margin: 0 0 0 3px; padding: 5px 0px 10px;">
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Join the 114,040 others
</strong>
who are now enjoying extra, personalized snippets. Click the button👇 to choose your favorite topics and see your list grow in tomorrow’s email.
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<div>
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To infinity and beyond!
</td>
</tr>
<tr>
<td style="padding: 0 0 6px;">
<a style="color: #d62829; text-decoration: none;">
<img alt="Disney Infographic" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fdisney_infographic.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mcnKK:DqrHVUo-VyUon51BwcoamUBzbjwxcmBY-zZPg2nUZ8k" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
</a>
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<p style="font-family: Helvetica, sans-serif; color: #5f696c; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 10px;">
Visual: Singdhi Sokpo
</p>
</td>
</tr>
<tr>
<td>
<h2 style="font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
Disney World: Where dreams come true and wallets go empty
</h2>
</td>
</tr>
<tr>
<td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Over time, the price of Disney World tickets has gone up and to the right far more rapidly than the rate of US wages. At this rate, by 2031, the
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
cost
</a>
of one-day tickets for a family of 4 will run $1k+.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Just last week, Disney
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
announced
</a>
the Genie app, which, for $15 per ticket per day, offers trip planning and line-cutting rights.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
But that doesn’t seem like what fans were wishing for: Genie’s announcement
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
video
</a>
on YouTube racked up 969 likes… and 13k dislikes.
</p>
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<table style="width: 100%;">
<tr>
<td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; text-transform: uppercase; padding: 0px 0px 10px;">
Sustainability
</td>
</tr>
<tr>
<td style="padding: 0 0 6px;">
<a style="color: #d62829; text-decoration: none;">
<img alt="Google Sustainability" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fgoogle_sustainability.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCJ9:1mcnKK:DqrHVUo-VyUon51BwcoamUBzbjwxcmBY-zZPg2nUZ8k" style="height: auto; width: 100%; max-width: 600px;" width="600"/>
</a>
</td>
</tr>
<tr>
<td>
<h2 style="font-size: 22px; line-height: 26px; font-weight: bold; margin: 10px 0px 5px;">
Google is putting sustainability in the hands of consumers, one product at a time
</h2>
</td>
</tr>
<tr>
<td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Google prides itself on its sustainability
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
efforts
</a>
, which include being carbon neutral since 2007, and plans to be carbon-free by 2030.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Now, the search giant is
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
introducing
</a>
a slew of product updates to help consumers become more sustainable as well, per
<em>
The Verge
</em>
.
</p>
<h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
<strong>
Updates span 3 product categories
</strong>
</h4>
<ol style="font-size: 16px;">
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
Search:
</strong>
Google is launching a dedicated results page for high-quality information on climate change, and will prioritize electric vehicles and appliances when users search for those products.
</li>
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
Travel:
</strong>
An update on Google Maps will show drivers which route is the most sustainable, and an update to Google Flights will show travelers’ CO2 emissions for each flight.
</li>
<li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
<strong>
Home:
</strong>
Nest Renew will let Nest thermostat owners optimize their heating and cooling for times where there is more renewable energy available on the grid.
</li>
</ol>
<h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; padding-top: 8px; margin: 0px;">
<strong>
But there’s still an elephant in the room
</strong>
</h4>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
YouTube has been under fire for spreading false information about climate change. A recent analysis found that
<strong>
20%
</strong>
of the top 100 results for “global warming” were filled with misinformation.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
Google
<em>
did
</em>
recently
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
ban
</a>
videos with misinformation about COVID vaccines. Perhaps climate change is next?
</p>
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<table style="width: 100%;">
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AROUND THE WEB
</td>
</tr>
<tr>
<td class="h2020 ignore-defaults" style="font-size: 15px; line-height: 20px; margin: 0; padding: 15px 0px 0px 3px;">
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
📼
<strong>
On this day:
</strong>
In 1985, the
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
1st Blockbuster
</a>
opened in Dallas with ~8k videotapes. Today, the last remaining Blockbuster is in
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
Bend, Oregon
</a>
.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
🏠
<strong>
Wow:
</strong>
A Bosnian woman wished for better views, so her husband built
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
a home
</a>
that rotates 360 degrees. At full speed, it can make a complete rotation in 22 seconds.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
👾
<strong>
Useful:
</strong>
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
Rambly
</a>
is a fun virtual space where you can hang out with remote friends and colleagues in a ’90s video game with cute avatars, music, and hidden objects.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
🧙♂️
<strong>
Wait, what:
</strong>
Since 1982, Ian Brackenbury Channell has served as the
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
official wizard
</a>
of Christchurch, New Zealand, promoting the area and performing magical tasks. However, the city decided he no longer fits with its image and laid him off last week.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
⌛
<strong>
How to:
</strong>
A self-described “master procrastinator”
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
explains
</a>
the 5-step method he used to kick the habit.
</p>
<p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
🦍
<strong>
Haha:
</strong>
And now, a person in a
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
gorilla suit
</a>
goes ape in the gymnasium.
</p>
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<strong>
Hustle Recommends...
</strong>
</p>
<p style="font-size: 17px; line-height: 20px; padding: 0px 0px 12px; margin: 0px;">
<a style="color: #d62829; text-decoration: none; -webkit-text-fill-color: #d62829;">
<strong>
Tony Bourdain’s scrambled eggs
</strong>
</a>
</p>
<p style="font-size: 16px; line-height: 20px; padding-bottom: 12px; margin: 0px;">
It may sound weird to mix sour cream into scrambled eggs, but just trust us -- and Tony.
</p>
<p style="font-size: 16px; line-height: 20px; padding-bottom: 12px; margin: 0px;">
- Rob
</p>
<p style="font-size: 16px; line-height: 20px; padding-bottom: 12px; margin: 0px;">
(In the future, if you want more recommendations on all kinds of things, click the smiley face below.)
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Today's email was brought to you by
<a style="color: #d62829; text-decoration: none;" target="_blank">
Trung Phan
</a>
,
<a style="color: #d62829; text-decoration: none;" target="_blank">
Jacob Cohen
</a>
,
<a style="color: #d62829; text-decoration: none;" target="_blank">
Juliet Bennett Rylah
</a>
,
<a style="color: #d62829; text-decoration: none;" target="_blank">
Rob Litterst
</a>
,
<a style="color: #d62829; text-decoration: none;" target="_blank">
Sara Cravatts
</a>
.
<br/>
Editing by: Zachary “Already got my Costume” Crockett.
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