Horror Boodega: Burbank’s Year-Round Halloween Snack Shop Expands

Burbank’s Horror Boodega is expanding to San Pedro later this year, confirming that year-round horror-themed retail has moved beyond seasonal novelty into a sustainable niche market. Owner Erick Wessel recently signed a lease for a smaller outpost at Wunderkammer in the Port of Los Angeles, building on the success of his original Magnolia Boulevard location that opened in late 2024.

The expansion signals growing demand for immersive, nostalgia-driven retail experiences that operate outside traditional holiday calendars. While most Halloween stores close by November 1, the Horror Boodega maintains an inventory of 200 to 2,000 items depending on the season, sourcing products from roughly 100 different manufacturers. This supply chain complexity distinguishes it from standard party stores, requiring daily scouting of conventions, social media, and specialty distributors to secure limited-run items like John Carpenter’s Boo Bars chocolate line or Jason Voorhees-branded Monster Energy drinks.

Wessel’s approach leverages specific film and television references rather than generic spooky aesthetics. Inventory includes Twinkies referenced in “Ghostbusters” and “Zombieland,” alongside the exact stovetop popcorn brand featured in the opening scene of “Scream.” This curation strategy targets adult collectors and horror enthusiasts seeking tangible connections to media franchises, a demographic underserved by mainstream retailers focused on children’s costumes and disposable decorations.

The shop anchors a stretch of Magnolia Boulevard locally known as “Horror Row,” situated adjacent to Wessel’s Mystic Museum art space. The proximity creates a synergistic destination where visitors can transition between curated exhibits and retail. Wessel originally intended to open a full-service horror restaurant but pivoted to a snack shop after investing his savings into the lease without sufficient capital for a commercial kitchen. He repurposed large-scale props from museum exhibits, including a giant Chucky doll and interactive elements like a Nostromo self-destruct alarm from “Alien,” to maintain the immersive atmosphere at lower overhead.

Financial performance supports the viability of the model. Revenue during October exceeds off-season averages by slightly more than double, but significant sales spikes also occur during Valentine’s Day and winter holidays as shoppers seek alternative gifts and stocking stuffers. This multi-peak revenue cycle helps stabilize cash flow in a sector typically defined by extreme seasonality.

Beyond retail, the business functions as an incubator for local horror-adjacent makers. Wessel stocks products from regional vendors such as Oxnard-based Deadly Sweet, which produces licensed and original horror-themed baked goods. Future plans include hosting food pop-ups and tasting events to further support small businesses within the genre community.

Wessel, who previously worked as a professional chef in Cleveland and Los Angeles, still aims to eventually open a horror-themed restaurant. For now, the Horror Boodega operates Tuesday through Friday from noon to 7 p.m. and weekends from 11 a.m. to 7 p.m. at 3116 W. Magnolia Blvd. in Burbank.