"Summerween" Trend Drives Early Halloween
The "Summerween" trend has dramatically shifted Halloween shopping earlier, with 70% of shoppers planning to buy fall or Halloween items before September.
What Shoppers Are Buying Before September:
Halloween candy: 30%
Halloween decor: 27%
Costumes: 22%
Fall home decor: 21%
Candles and seasonal scents: 21%
Retailer Response:
At Michaels, searches for "Summerween" jumped 530% and searches for Halloween crochet kits rose 583% year-over-year. The retailer introduced "Hobbyween," its largest Halloween crafting collection yet, with 70% of shoppers making their own Halloween decorations.
At The Home Depot, store manager Josh Burgess said demand for Halloween items is year-round, adding, "I would suggest getting in as soon as you can. It will go".
Consumer Motivation: Almost half of Halloween shoppers began buying décor and costumes before October last year, citing excitement for fall, love of the holiday, F
