Imagine this: you walk into a department store in late June or early July, expecting to see summer decor or Fourth of July-themed products. Given that it is the middle of summer, this judgment seems reasonable. However, when you step foot into the store, you see a plethora of skeletons, jack-o-lanterns and spooky season decorations. The aisles are lined with sugary candy, cozy candles and fake leaves even though it is nearing 100 degrees outside. You think to yourself, “Isn’t this a little early?”
For many shoppers, seeing Halloween merchandise so far ahead of the actual holiday can feel a bit disorienting, especially when summer is still in full swing. So why are retailers eager to deck the aisles with spooky décor months in advance?
Shifting the supply chain is one of the major reasons retailers and suppliers push their seasonal items ahead of the calendar date. Businesses are hoping that the longer interval gives them more time to manage their inventory and boost sales. USA Today projects Halloween spending to reach $11.6 billion in 2024 compared to 2022’s $10.6 billion.
Halloween merchandise brings in significant profits, so extending the selling period by starting earlier helps maximize revenue. The longer the season, the more opportunities for impulse buying. A shopper who walks past a display of spooky decorations in July might not buy something right away, but that early exposure plants the idea. As they encounter more Halloween items in the weeks that follow, they may eventually make a purchase.
Retailers know that many Halloween enthusiasts are eager to begin preparations well before October rolls around. From planning elaborate costumes to organizing themed parties or crafting haunted house displays, Halloween has become more than just a one-day celebration. For some, it’s a whole season. Stores are responding to this trend by catering to consumers who want to start early and ensure they have time to perfect every detail.
“Consumer demand drives the launch of our seasonal collections, and it came earlier than ever this year for Halloween,” chief merchandising officer at Michaels, John Gehre, said in a statement provided by CNN.
According to Civic Science data, nearly 50% of U.S. adults who shop for Halloween begin before October. Retailers such as Michaels are looking to capitalize on these trends.
“We know many of our customers start decorating as soon as Independence Day passes and eagerly await the first Halloween drops — a moment they call #CodeOrange,” Gehre said.
Jen Trolio, a culture editor at Vox, said “I only shop for it in July out of necessity in order to get things I want before they sell out. I won’t actually decorate before Sept. 1 … You’ll also start to see people share stuff online with the hashtag ‘Code Orange,’ which means it’s here”
Technology has an impact on stores pushing seasonality. Ted Roumanis, a partner of the market research firm, Positive, said “If you’re at the store, on your phone, following a social media influencer, you’re being overly bombarded by this idea of ‘Well, I have to engage in this event or experience earlier.”
Pushing seasonal items has influenced other businesses as well, not just retail.
Just over a month ago on Aug 22., Starbucks launched their annual fall drink lineup earlier than ever before. The decision stemmed from a drop in sales and pressure to follow consumer demand as approximately 10% of Starbucks’ annual sales derive from their seasonal products.
While it might seem strange to see Halloween items on the shelves while the sun is still shining bright, there’s a method to the madness. So the next time you stumble upon a skeleton in July, remember—it’s all part of the strategy to get you in the Halloween spirit early, or it can also be called consumerism!
