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Phillip Jackson, Brian Lange
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Aubrey Horowitz of Home Depot: "We Plan Halloween 3 Years in Advance"
Aubrey Horowitz, Merchant of Decorative Holiday at The Home Depot, is on the show to talk about the viral skeleton that set the Halloween decor bar 12 feet high. Aubrey shares a behind-the-curtain look at how Home Depot designs its seasonal assortment for America’s front lawns, shaped by a vocal community of haunters who shop earlier and earlier each year. Plus, we walk through Skelly’s ground-up development with suppliers, the future of app-controlled animatronics, the moving target of nostalgia (the ’90s are vintage now, but won’t be for long), and why the best feedback loop in retail is a customer base that never stops posting. Icons Like Skelly Market ThemselvesKey takeaways:Halloween enthusiasts finish planning by August, pulling seasonal demand into summer.Haunting is a mindset more shoppers are embracing. Home Depot is meeting growing demand by building collections year over year based on public feedback.Nostalgia never goes out of style, but which era defines the trend keeps shifting. Skelly brought haunted-house-scale giants to retail and turned yard decor into a creative medium.“You can all shop at the same retailer, and then come out with a completely unique and completely different haunted yard scene.” — Aubrey Horowitz“How do I deliver a product that you may not know that you want yet, while also delivering the thing that you’re asking for?” — Aubrey Horowitz“In many ways the front yard is like the homepage of people’s lives.” — Brian Lange“We just had no idea that [Skelly] would take off and that people would wanna dress him up for all the holidays and leave him up year round.” — Aubrey HorowitzIn-Show Mentions:Skelly, The Home Depot’s 12-foot skeletonAssociated Links:Insiders 210: Spooky Commerce: What Halloween Shopping Trends Tell Us About Modern CultureConsumers are Overindulging on Halloween. Disney is Meeting the Moment.The Senses: Aug-tober is HereInsiders 239: The “Quiet Season” Fallacy: Why Waiting for Black Friday is Destroying Your Retail BusinessField Notes: Holiday Edition: Spirit ChristmasInsiders 040: Nostalgia as a Security BlanketEpisode 426: The 13th Month of RevenueEpisode 312: Barbenheimer: Nostalgia, Retail, Recall, and RelevanceJoin us at VISIONS Summit, November 3 at MoMACheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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