A New Holiday Store Comes to Superstition Springs Center

A new holiday store opened in Superstition Springs Center earlier this month, just in time for the holidays.

Magic Holidays is a family owned business that sells various holiday decorations and products, such as lights, ornaments, wreaths and figurines. The store also rents out different animatronics - mechanical “puppets” that move and speak, and customers can personalize the machine’s voice and language.

The store owners, Ana and Joe Feyereisen, first thought of the idea about 8 to 10 years ago when Joe noticed how many Halloween pop-up stores there were in Arizona, but there was nothing similar for Christmas.

“Christmas is a longer season and people decorate more for Christmas, so we thought it made sense,” Ana said.

Joe brought up the idea of Christmas pop-ups to the company that ran the Halloween stores, but, he said, they were not interested.

It wasn’t until last year that one of the Feyereisen’s friends connected them with an investor.

The process for creating and opening the store began earlier this year.

“That’s when we started looking at different possibilities for locations and started having talks with different vendors, building those relationships and learning about the products that they have,” Ana said.

One of the biggest criteria the Feyereisens was looking for in a location was accessibility. They wanted a place close to the highway that would bring a good flow of traffic.

They chose the Superstition Springs Center after running into a couple at another location they considered. The couple gave them the contact information for Superstition Springs and explained how it might be a good place because the mall was in the process of revamping.

“Everything just came into place,” Ana said.

The store itself resembles a Christmas wonderland with removable holiday scenes displayed on the walls, as well as animatronics and lights set up throughout.

“They come in and their whole body language starts to change. We see that effect on people and we just love it,” Ana said, explaining the effect the store has on customers.

The store offers various and unique options for customers. Local businesses and creators made many of the items, such as handmade ornaments, wreaths and signs.

An Arizona resident created one of the HOA friendly lighting systems available at the store. Users install the system on the eave of their house, making it easier and safer to put up lights every year.

According to Joe, Magic Holidays is the only store in Arizona permitted to sell Twinkly Pro lights - a lighting system from Italy that can adapt to any season. The lights connect to a mobile app that allows users to program and change the colors.

Other options, such as garage door covers and projectors, are available for people who may not have as much room or time for Christmas decorations.

The Feyereisens plan to expand the business one day and open multiple pop-up locations, in addition to one year-round store.

“I’m most proud of my husband,” Ana said about Joe. “He’s been working so hard to see his dream become a reality, and I’m just so proud of him.”