Summerween: Another Overconsumption Holiday

Do you feel like Halloween and fall products are on shelves earlier and earlier each year? You aren’t crazy. They are.

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In fact, retailers told Modern Retail that they’ve been intentionally launching their fall collections earlier because it generates more profit.

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“We have already generated as much business in the last four weeks of Halloween this year that we did for the entire holiday last year,” Terrain, an Urban Outfitters brand, told Modern Retail.

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Decor brands aren’t the only ones participating in the “Summerween” trend.  In 2024, Starbucks launched pumpkin spice lattes on August 22, the earliest they’ve ever been available. The reason for this is simple: profit.

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After back-to-school shopping in August (which is also getting pushed earlier each year), there’s no big retail sales opportunity until Halloween, but if companies push Halloween earlier, they get more sales through September and October. Then, they can push Christmas shopping earlier too!

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So what’s the problem? While an early autumn benefits retailers, it hurts the planet and pushes consumers to spend unnecessary money. A longer marketing period means people are more likely to give into advertising for microtrends and unnecessary fall purchases.

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We totally understand getting excited about decorating and picking a fun Halloween costume, but we should all be mindful of how we’re being advertised to. Is this a “must-have” like Amazon or Target is telling you? Or is it decor you already have in a bin in your garage? Or a drink you could make at home? Or a costume you could find on Depop for less?