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If you’ve already spotted pumpkin spice lattes, fall candles, and Halloween décor popping up in August, you’re not alone. “Season creep” is officially here — and Americans are leaning into it.
Researchers say we’re kicking off fall earlier every year, even while we’re still sweating through summer. And honestly? A lot of us aren’t mad about it.
Starbucks and Dunkin’ rolled out their fall menus earlier than ever this year.
It’s not just coffee. Nearly half of consumers say they start shopping for Halloween before October. That’s a huge jump from a decade ago.
Maybe it’s nostalgia. Maybe it’s comfort. Whatever the reason, Americans are embracing fall earlier — and retailers are happily keeping up.
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