Is the timing of Halloween decorations a point of contention? Let's settle the argument.
In a surprising twist, retail giants like Primark, Fabulousa, and Hobbycraft are jumping on the bandwagon of the growing trend known as "Summerween" or "Halfway to Halloween." This phenomenon, fuelled by consumer enthusiasm for the spooky season, sees retailers releasing their Halloween collections as early as July, instead of the traditional September start.
This shift in retail calendars is driven by several key reasons. Retailers are eager to catch consumers excited for Halloween early, offering decorations starting in summer, thereby increasing sales opportunities and creating buzz well ahead of the traditional fall season.
Consumer demand and trends play a significant role in this early release. There is a rising appetite for Halloween-related purchases well before autumn, driven by social media and the popularity of decorating. This encourages retailers to expand their Halloween offerings gradually throughout summer.
Early releases also offer retailers a competitive advantage and better inventory management. Showcasing exclusive or limited-edition items first helps stores compete, while avoiding last-minute supply shortages is a strategic move.
Moreover, the broadening of seasonal decor styles is another factor. Some retailers include "Summerween" items with non-traditional colour schemes, such as pink and purple, which appeal to a wider range of customers and aesthetic preferences.
The trend is not limited to big-box retailers. Walmart, Target, Michaels, Lowe’s, TJ Maxx, and HomeGoods have been launching Halloween merchandise as early as April to July, with some stores completely dominated by Halloween decor by late July. This trend is now widespread and is replicated by various retailers, including Primark and Hobbycraft, to seize early customer interest and maximize seasonal sales.
Rebecca Knight, Deputy Editor on the our platform website since 2022, is known for her Halloween obsession at work. If she had to choose between pumpkin decor and a Christmas tree, she would choose pumpkin decor without a second thought. This year, Halloween ideas and homeware collections are appearing early online, and Knight is delighted by this development.
Sara Hesikova, Room Decor Content Editor on our platform, has a different opinion. She suggests that Halloween decorating should not start sooner than the beginning of October. Hesikova believes that it's better to take advantage of the summer temperatures in September rather than usher in autumnal Halloween decor early.
Despite their differences, both Knight and Hesikova graduated from City, University of London, with Masters degrees in magazine journalism in 2018. They both fell into the world of homes and interiors after joining the our platform website team in 2019 and 2022, respectively.
Notably, Hobbycraft has reported a 84% increase in website searches for 'pumpkins' this month, and Google Trends has seen an increase in people searching for 'Halloween bedding', 'Halloween rugs', and 'Halloween towels' in July. Even B&M has launched a pumpkin fragrance range on Fabulousa.
The early release of Halloween collections starting in July is a testament to retailers responding to consumer enthusiasm for Halloween year-round, strategic merchandising advantages, and evolving trends such as Summerween. This shift in retail calendars reflects changing customer habits and engagement with seasonal festivities earlier in the year.
The shift in retail calendars, driven by consumer enthusiasm and evolving trends like Summerween, has led notable stores like Primark and Hobbycraft to expand their home-and-garden offerings, incorporating interior-design elements with Halloween-themed items starting in July. Sara Hesikova, Room Decor Content Editor on our platform, however, advocates for a more traditional approach, suggesting that Halloween decor should start no sooner than the beginning of October.
