Summerween is picking up steam, and a new RetailMeNot survey shows exactly what’s pushing shoppers to buy fall and Halloween items months early.
Halloween shopping used to wait for October. Not anymore. According to a new RetailMeNot survey* of over 1,000 U.S. adults, 70% consumers plan to shop for fall or Halloween items before September.
The name comes from Summerween, the fictional holiday from “Gravity Falls” where Halloween shows up in the middle of summer out of nowhere. Consumers borrowed the joke and turned it into an actual shopping pattern.
What Are Consumers Buying Before September?
Candy still wins, but not by much. Shoppers are stocking up on home decor, fall fashion, and entertaining supplies at nearly the same rate. Candy hoarders aren’t driving this. People are building the whole season early.
- Halloween candy (30%)
- Halloween décor (27%)
- Costumes (22%)
- Fall home décor (21%)
- Candles and seasonal scents (21%)
- Fall fashion (18%)
- Outdoor décor (18%)
- Crafts and DIY items (17%)
- Pumpkin-flavored foods and drinks (16%)
- Entertaining supplies (16%)
Why Are Consumers Shopping Halloween Earlier?
Mood beats price and stock as the top reason people shop early:
- They enjoy fall and Halloween aesthetics (17%)
- They enjoy the cozy atmosphere associated with fall (16%)
- They want access to the best selection (13%)
- They expect prices to rise closer to fall (13%)
- Retailers are promoting seasonal products earlier (9%)
- They enjoy hosting seasonal gatherings (8%)
Aesthetics and atmosphere beat price and selection combined. Nobody’s rushing to beat a deadline. They just want the feeling now, and the feeling doesn’t check a calendar.
Why Retailers Are Paying Attention to Summerween
Retailers noticed the same thing shoppers already knew: nobody was actually waiting for October, they were just being polite about it. Last year, major retailers rolled out Halloween collections months before fall, and this year’s continued demand suggests that timeline isn’t shifting back. The calendar just hasn’t caught up to what people are already doing.
How to Shop the Early Halloween Season
If you’re going to shop early anyway, you might as well shop smart. That means knowing when to buy and where to buy before the season gets crowded and prices start moving.
- Shop early for the best selection before popular items sell out
- Watch for early promotions and limited-time deals
- Compare prices across retailers so you know the real final price before you commit
- Stack promo codes and cash back offers to shop smarter, not just cheaper
Summerween used to be a one-day joke. Now it’s a months-long season, and every year it starts a little sooner.
*Methodology: RetailMeNot Group Q3 Consumer Survey among 18+ consumer shoppers. N= 1145
The post Halloween Is Coming Early This Year: The Rise of Summerween Shopping appeared first on The Real Deal by RetailMeNot.
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