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# Spooky Retailer Pop-Ups
The Macy's Herald Square Activation Featured Halloween-Themed Decor

By Jana Pijak | Published 2017-09-07 | Business
Source: Trend Hunter, https://www.trendhunter.com/trends/macys-herald-square
References: [amny](http://www.amny.com/things-to-do/macy-s-latest-pop-up-is-getting-spooky-for-halloween-1.12281785) & [grandinroad](http://www.grandinroad.com/)

Celebrating the [spooky spirit of Halloween](https://www.trendhunter.com/trends/target-2025-halloween-collection), this [Macy's Herald Square](https://www.trendhunter.com/trends/arch-studio-home-collection) pop-up opened its doors in NYC last year and was a collaborative effort with [home decor brand](https://www.trendhunter.com/trends/home-improvement1) Grandin Road. Spanning 1,400 square feet, the temporary retail space was filled with 250 products from the brand -- ranging from holiday-specific props and candles, to kitchen essentials with a sophisticated look and feel.

Showcasing Grandin Road's range of home accessories, the pop-up included everything from an eerie dinnerware station to sculptural art work that played with the perception of visitors. While the brand's dinnerware was part of a fully set table, equipped with mannequins and skulls, its entryway featured a spooky yet stylish mannequin who posed with a skeleton dog prop.

Appealing to festive shoppers, the Macy's Herald Square pop-up showcased Grandin Road's versatile decor collection while inspiring home owners with its whimsical set-up.

## Trend Insights (Trend Hunter)

- Score: 5.5/10
- Popularity: 83% | Activity: 73% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail)

## Key Themes

### What Makes This Trend Stand Out

- **Holiday-themed Pop-ups:** Retailers create temporary brick-and-mortar locations that cater to the season or holiday and offer specialized products in a unique setting.
- **Collaborative Brand Activations:** Brands collaborate with each other to create unique, interactive activations for consumers that showcase their products in a fresh and innovative way.
- **Whimsical Home Decor:** Home decor brands are offering products that appeal to consumers looking for unique and whimsical pieces to incorporate into their homes and holiday decor.

### Sectors Adopting This

- **Retail:** Retailers can create temporary pop-ups to showcase their products during the holiday season and offer a unique shopping experience to consumers.
- **Home Decor:** Home decor brands can collaborate with other companies to create interactive and immersive activations that showcase their products in unique settings.
- **Event Planning:** Event planners can incorporate holiday-themed pop-ups and immersive brand activations into their events to provide guests with a memorable and unique experience.

## Related on Trend Hunter

- [Spooky Pastel-Hued Halloween Decor](https://www.trendhunter.com/trends/sweet-spooky-halloween-decor-collection.md)
- [Halloween-Inspired Retail Capsules](https://www.trendhunter.com/trends/target-3.md)
- [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md)
- [Expansive Halloween Retail Collections](https://www.trendhunter.com/trends/target-halloween.md)
- [Lengthy Halloween-Inspired Events](https://www.trendhunter.com/trends/100-days-to-halloween.md)
- [Sensory Supermarket Pop-Ups](https://www.trendhunter.com/trends/a-very-aldi-holiday.md)
- [Whimsical Halloween Decor Ranges](https://www.trendhunter.com/trends/michaels-alices-adventures-collection.md)
- [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md)
- [Exaggerated Holiday Displays](https://www.trendhunter.com/trends/wonder-all-the-way.md)