As summer winds down, retailers blend back-to-school essentials with Halloween decorations, marking the rise of "Summerween." Traditionally reserved for October, spooky season arrives earlier than ever, with stores stocking skeletons, witches, and ghosts alongside folders and lunch boxes.
Inspired by the animated show Gravity Falls and fueled by TikTok, the trend has consumers throwing Summerween parties with watermelon jack-o’-lanterns and coffin-shaped treats. Halloween spending remains strong despite financial strains, such as rising credit card debt and a cooling labor market.
Experts suggest that retailers capitalize on consumers’ willingness to splurge on seasonal goods, even as they cut back in other areas. The early Halloween push could be a strategy to boost sales, with stores like Michaels and Home Depot starting to sell Halloween merchandise months ahead of schedule due to high demand.
Retail analysts warn, however, that this trend may not last. While consumers are currently eager to embrace Halloween early, enthusiasm could wane, leading to a return to traditional seasonal shopping patterns.