• by Sarah Mahoney , Staff Writer, Yesterday

It’s beginning to look a lot like a Christmas retail invasion. Lapland, a beloved U.K. holiday brand, said it is readying its first U.S. store for an early November opening. And Spirit Christmas, in its third season, is expanding to 44 stores in 15 states, up from 30 last year. Both retailers are hoping these seasonal stores will appeal to holiday shoppers who increasingly value in-person experiences, not just a better deal on tree toppers or inflatable Grinches.

Lapland Store will open on New York City’s West 57^th Street, just off Fifth Avenue, among Manhattan’s priciest real estate. The company, launched in 2007, hopes it can translate what has become Christmas catnip in the U.K. for American audiences. The British immersive experiences are built around “the true home” of Father Christmas, aka Santa, introducing dozens of characters, stories and traditions. The company reports that visitors to these live events have made it a popular tourist attraction. Lapland welcomed more than 2 million people into its Elven World, including luminaries like the Beckhams, Elton John, Prince William and Kate Middleton.

Last year, it tested the waters with an online-only U.S. offer. “Everything we have created at Lapland began with wanting to honor the precious and fleeting years of childhood,” said Alison and Michael Battle, founders, in the announcement. “To now see the world we created for our own children begin its journey to America is incredibly special. New York feels like the perfect place to begin this next chapter.”

Visitors to the New York store should expect floristry, atmospheric lighting, and intricate details. They’ll also meet a few Elves, taste Lapland hot chocolate, and sit beneath the magical Elf Hat to discover whether they have made it onto the Good List.

For Spirit Christmas, owned by Spencer Spirit Holdings, shoppers start off with the Candy Cane Express, journey through Inflatable Land, and experience enough Christmas kitsch to fill every room in the house.

"The holidays are so much more than what's under the tree. They're about the traditions families return to year after year and the magic of creating new ones," said Kym Sarkos, executive vice president, in the announcement. "Spirit Christmas was created to celebrate that feeling. From decorating your home and trimming the tree to family game nights and white elephant exchanges, we're proud to offer a holiday destination where guests can discover new favorites and create memories that become part of their own holiday traditions."

Both retailers wade into plenty of mainstream holiday competition, from department stores, including Macy’s famous Santaland in New York, to endless gift and décor items at Walmart, Target, Lowe’s, and Home Depot. But specialty retail is a much smaller story. Christmas Tree Shops, an American discount home-goods chain with a holiday veneer, went bankrupt and closed all its stores in 2023. Still, some of the strongest stores are one-of-a-kind, year-round institutions, including Bronner’s Christmas Wonderland in Frankenmuth, Michigan and the Santa Claus House in North Pole, Alaska.

Retailers will know more by the time those Lapland and Spirit elves and animatronics pack up and go home after the New Year. Spirit’s growth suggests the pop-up model works. Lapland’s single Manhattan store will show whether a premium version does.