What’s not to love about drinking pumpkin spice lattes during a heatwave?
Or seeing Halloween costumes in the middle of July?
We’re totally with you.
And in fact, most retail brands are too.
A phenomenon dubbed “Summerween” has swept through America, and we are giving you the rundown on how brands benefited from it.
The Numbers Don’t Lie:
Have you ever wondered to yourself:
“Who is drinking pumpkin spice lattes in the middle of August?”
Well, you’re not alone.
But while many are outraged at the early release of holiday flavors, the majority of Starbucks lovers are in full support. Data from a 2022 study revealed that Americans spend over half a billion dollars on pumpkin spice lattes alone, making it clear that releasing these seasonal favorites earlier was a smart move for the coffeehouse. This decision to usher in fall flavors ahead of schedule has yielded positive results across the board.
Swapping Out 4th of July Decor For Pumpkins
Retail giants like Lowe’s, Target and Home Depot have quickly followed suit, launching their Halloween items as early as July. The craft store Michael’s set records with their “Hippie Halloween” collection, which featured 70s-inspired decor and garnered more engagement on any Michael’s Instagram post in history. With over 5 million plays on their social media, and nearly 4 thousand comments, it’s clear that their decision to release Halloween decor in June was correct!
Home Depot took it a step further by launching its “Halfway Till Halloween” campaign in April, tapping into the excitement surrounding the holiday long before October rolls around. By releasing exclusive Halloween items in an unsuspecting month, Home Depot was able to take advantage of their customer’s excitement and allowed for them to plan ahead for their spooky celebrations. This early launch not only created buzz around their Halloween merchandise but also encouraged customers to start decorating and celebrating sooner.
But Why?
Why do Americans crave Halloween months before it happens?
Is it a relief from the heat of the summer?
Or a way to escape our problems by playing pretend?
Halloween is a multi-billion-dollar holiday, reaching a record-breaking $12.2 billion in 2023. By releasing fall-themed products earlier each year, brands are making strategic moves to capitalize on the growing consumer demand, driving increased revenue and profit during this highly lucrative season.
By aligning with consumer enthusiasm, retailers tap into a lucrative market that grows stronger each season. It’s a testament to how understanding customer desires can drive substantial profits and pay off. Literally.
What To Learn From Summerween:
The sheer existence of Summerween shows the importance of listening to your audience. Whether it’s a client, customer, reader, etc. their thoughts and opinions can help your business.
When companies acknowledge their audience’s desires—like the craving for Halloween spirit even in July—they demonstrate a willingness to adapt and evolve. This responsiveness not only cultivates brand loyalty but also opens doors to new revenue streams. By tapping into the enthusiasm surrounding this holiday, businesses can create targeted promotions, themed products and seasonal events that resonate with their customers.
Summerween serves as a reminder that listening goes beyond mere data collection; it involves actively engaging with customers through surveys, social media interactions and feedback channels. By fostering a culture of open communication, companies can gather invaluable insights that inform product development and marketing strategies. In a rapidly changing marketplace, those who heed the voices of their customers are better positioned to thrive.
So the next time you see pumpkin beverages and Halloween decor in the middle of August, you can thank Summerween.
