If Ben Franklin were alive today, he might add a third certainty to his now-familiar axiom: death, taxes, and the late-summer ghost Halloween movement that is filling empty retail stores across the country.

The almost parasitic speed with which the creepy seasonal chain invades empty storefronts has become a meme. And with 1,525 locations this year (up from just 1,000 10 years ago), it’s easy to feel like there’s a ghost Halloween waiting around every corner. But as reliable as the stores seem as August turns to September, Spirit Halloween’s doors close in mid-November.

This year, however, 10 locations will transition from witchy to winter wonderland and become the first ghost Christmas shops.

Yes, everyone’s favorite meme spot to get in the Halloween spirit is here to help you deck the halls this year too. According to the store’s website, Spirit Christmas will offer “gift items, holiday apparel, fun gifts, unique decor and all the special accessories for an unforgettable Christmas.” And what Christmas shop would be complete without visits from Santa Claus? While cheerful on the surface, Spirit Halloween’s incursion into the holiday season is indicative of the perennial struggle brick-and-mortar establishments face in the digital age—particularly when it comes to the attention economy.

When everything is just a click away and at your doorstep in two days or less, it’s easy to forego the in-person shopping experience, especially during stressful times like the holidays. Getting the shopping done – whether it’s getting the devil horns to complete your costume or buying an aerosol can to spray fake snow on your windows – is more important than going through the experience of waiting in a long line and spending more money on it Pay for things you take out of storage only once a year.

How did we get here? Ghost Halloweens may be ubiquitous, but they don’t necessarily offer quality holiday merchandise. Their costumes are so affordable that they’ve spawned their own memes. But for more than 40 years, Spirit has had such a tight grip on the Halloween market that even established players like Party City are rethinking their strategy.

The National Retail Federation estimates Americans will spend $11.6 billion on Halloween. That’s down from last year’s record $12.2 billion, but spending has increased nearly every year since 2005, when the NRF began collecting this data, with millennials largely responsible for the spread of Halloween are.

It’s a pop-up economy held together by short-term rentals, thousands of seasonal workers and last-minute costume purchases. With such a financial guarantee, it makes sense to extend the three-month rental contracts a little – after all, the Christmas story begins earlier every year.

But while Spirit Halloween offers just the bare essentials for a spooky holiday, the company’s holiday stores will feature a “life-sized gingerbread village” and the opportunity to take a photo with Santa. And these photos with Santa Claus will be it free.

Just as Spirit Halloween took over its department store predecessors, Spirit Christmas is planting its flag on the North Pole experience pioneered by the mall Santas of yore—without the high price tag (and apparently without the long lines: them). you can book a visit online).

It’s just another example of how the tactile shopping experience is competing with the attention economy. Although Spirit Halloween’s success is largely due to a combination of lucrative short-term rentals and guaranteed seasonal buyers, there’s no denying that the company has benefited from a cultural surge surrounding all things Halloween and horror. It’s a niche, yes, but the people who are interested in that niche are passionate about it, despite the derogatory memes.

Whether that will lead to success for Spirit’s latest holiday project is another question entirely. But if the company’s dominance of spooky season is any indication, all mall Santas should be on their guard — because Spirit Christmas is just around the corner Bag.