As the holiday season approaches, consumers are showing a growing desire to indulge in seasonal flavors and scents earlier than ever before. From pumpkin spiced lattes in August to eggnog-flavored coffee in September, shoppers like Samantha Kowalczyk are eager to fill their homes with holiday aromas well ahead of the traditional start of the holiday shopping season on November 1st. Retailers are responding to this demand by bringing out their festive collections weeks in advance, with stores ranging from Bath and Body Works to Krispy Kreme introducing holiday-themed products earlier than ever before. This shift in consumer behavior is challenging the traditional retail calendar and providing opportunities for retailers to boost sales over a longer period of time.
Stores like Whole Foods and Starbucks have been quick to roll out autumnal and holiday-themed items, such as pumpkin spice pancake mix and iced apple crisp chai, well before the usual timelines. Krispy Kreme, known for offering Halloween-themed donuts just before the event, is now extending their holiday offerings for an entire month. Retail giants like Walmart are also getting in on the trend, advertising savings on Thanksgiving meal products earlier than last year. This push to start the holiday season earlier is not only driven by consumer demand but also by a shorter holiday shopping period due to Thanksgiving falling on November 28th, leaving fewer days before Christmas compared to last year.
Retailers are expanding seasonal flavors and scents to more areas of the store, with pumpkin spice being a popular choice across various product categories. Brands like Hefty have introduced scented trash bags in cinnamon pumpkin spice flavor, catering to consumer preferences for seasonal scents. Balsam Hill, known for its holiday decor, saw a spike in sales in mid-September, a month earlier than the previous year. This trend of early holiday shopping is expected to continue this year, with a major push in early November, according to industry experts.
The desire to start the holiday season earlier is not a new phenomenon, but the COVID-19 pandemic has accelerated the trend. Disruptions in supply chains led to smaller inventories, prompting consumers to grab seasonal items as soon as they become available. Retail executives believe that this shift is also driven by shoppers seeking joy and comfort during uncertain times marked by crises such as wars, natural disasters, and political divisions. While some consumers like Jamie Bercaw prefer to stick to buying seasonal items timed to the calendar, others, like Samantha Kowalczyk, find joy in extending the holiday season and enjoying festive products for as long as possible.
For retailers, the early start to the holiday season presents an opportunity to boost sales and engage with customers who are eager to embrace the holiday spirit. With consumer demand for seasonal flavors and scents showing no signs of slowing down, stores are adapting their strategies to meet the changing preferences of shoppers. As the holiday shopping season gets underway earlier than ever before, retailers are hoping to capitalize on this trend and make the most of the festive spirit that consumers are eager to enjoy.
