What the Heck Is Summerween? How Holiday Retail Marketing Is Changing
I live in Southern California, where the heat of the summer actually begins in August and lasts well into October. So, California consumers are used to going from buying sunscreen to pumpkins in the space of a week. But that’s atypical for the rest of the country, where the standard “rules of retail” kick off the summer season in May and Halloween in September.
But maybe those retail rules are antiquated. In June, I first noticed Pottery Barn marketing emails featuring ghosts and goblins. Then I got more and more marketing messages selling Halloween merchandise from other retailers. These lasted throughout July and are continuing now in the dog days of August. Even as someone who loves to shop, I thought it was odd that so many big retailers were urging me to come and shop for ghosts, witches, and pumpkins.
Most of the marketing messages touted “Summerween,” which made me curious how so many disparate retailers embraced the same made-up season. And are small retailers and online sellers missing out? To get some answers, I turned to RetailMeNot’s retail insights expert, Stephanie Carls.
Is “Summerween” Real?
Rieva Lesonsky: After seeing so many marketing messages for Halloween merchandise in June, July, and August touting “Summerween” merchandise, I’m pretty curious. Is Summerween really “a thing"? Or is it a clever marketing campaign created because major retailers had to order merchandise early because of impending tariffs?
Stephanie Carls: Yes, Summerween is a real thing! Summerween is a mid-summer celebration that blends the spooky fun of Halloween with summer activities like pool parties, barbecues, and other outdoor gatherings. The trend originated from a 2012 episode of Gravity Falls and has since gained momentum on social media, giving consumers a playful way to enjoy Halloween more than once a year.
However, Summerween isn’t just a social media trend; it’s a big retail moment. It gives Halloween superfans a chance to extend the season, get creative, and shop for unique spooky items earlier in the year—especially ahead of potential price increases due to tariffs.
Lesonsky: Would you call it an “emerging micro-holiday"? Or is it part of a broader shift toward “year-round celebration marketing”?
Carls: This does seem to be more part of a broader shift towards year-round celebrations. We’re seeing this with a lot of other retail shopping moments, such as back-to-school and holiday shopping. Each year, it seems like the Black Friday sales and shopping period gets longer and longer, and we’re now seeing this extend to Halloween. Halloween superfans are taking advantage of Summerween by celebrating the spooky season during the summer, and they’re also able to save money while doing it by buying products off-season.
Sign up for our free weekly AllBusiness.com newsletter here
Lesonsky: Who spread the word about this? I noticed many big retailers promoting Halloween products. But what about small retailers? How would they know this was going to emerge in a big way this year?
Carls: Summerween first spread on social media, where superfans started posting about their spooky pool parties, haunted barbecues, and Halloween-inspired décor this summer, and sharing the items they’ve bought. Like other holiday lovers, Halloween superfans have become their own subculture. They use phrases like “code orange” on social media to alert others when they come across funthemed merch.
Major retailers are also joining in the fun. Retailers are using it to get a head start on fall, spurring people to buy their decorations now.
RetailMeNot’s shopping experts have also noticed a recent increase in Halloween-related ads and messaging from retailers over the last few months, further reinforcing this trend towards earlier holiday shopping. Lowe’s, Target, Michaels, Walmart, T.J. Maxx, and The Home Depot are just a few retailers who have released early Halloween merchandise and messaging in-store and online.
Lesonsky: Is Summerween also for online retailers?
Carls: Definitely! We’re seeing Halloween ads also appearing on the home pages of top retailers. This is also a great shopping strategy for superfans, as they’re able to shop through online cash-back sites to stack their savings. Consumers can stack cash back on top of promotional codes to maximize their savings on all Summerween festivities.
Lesonsky: Obviously, stores are promoting this now. So, what does that do to the retail sales calendar? Thanksgiving/Christmas in August? And then going forward?
Carls: Over the years, we’ve seen holiday and Black Friday messaging and sales start earlier and earlier. We expect this will continue happening. In fact, a survey conducted earlier this summer of over 1,000 U.S. adults found that 60% of consumers plan to start their holiday gift shopping early, and 27% are already preparing for Halloween.
Shoppers are getting ahead for a reason. Concerns around potential price increases and tariffs are motivating many to lock in today’s prices and secure key items before inventory runs low.
Lesonsky: What low-cost marketing tactics can small businesses use to join the Summerween buzz without having big budgets?
Carls: Small businesses should start by participating in the conversations on social media. Create fun themed content and join in on the “code orange” social trend.
Lesonsky: Are there creative ways service-based businesses (like bakeries, salons, or event planners) can tap into the Summerween trend?
Carls: Creating Summerween-themed treats, posting spooky nail art, or salon décor are just a few ways different types of businesses can join in on the festivities!
Lesonsky: What advice do you have for small business owners who want to test a trend like this but are cautious about inventory risk or uncertain demand?
Carls: Start by creating a plan. It’s also a good idea to ask your social media audience if they’re interested in this type of inventory right now—this will help you understand what your shoppers are actually looking for.
Build your email list, personalize campaigns, and boost sales—try Campaigner now
How Small Retailers Can Ride the Summerween Wave
For small retailers, service providers, and restaurant owners, Summerween is a potentially profitable opportunity to get creative and drive mid to late summer traffic. Beyond joining the conversations on social media, here are some easy, low-cost ways to join the celebration and enchant your customers.
1. Create a Summerween-Themed Display or Section
Decorate your storefront, office, restaurant, or a featured area inside with a blend of Halloween and summer items:
- Skeletons or witches wearing sunglasses and swimsuits
- Pumpkins with pool floats
- Black and orange beach towels, candles, coolers, etc.
These not only draw customers’ attention, but also create a social-media-worthy photo op.
2. Sell Limited-Edition “Spooky Summer” Products
Offer exclusive Summerween items like:
- “Ghoul Aid” summer drinks
- Themed barbecue aprons: think bats, black cats, zombies, ghosts, witches, ghouls, skeletons, etc.
- Cookies, ice cream, popsicles, and more in Halloween shapes/colors
- Candles or treats with spooky scents like toasted marshmallow or pumpkin
3. Promote with Seasonal Content on Social Media
Post countdowns, sneak peeks, or behind-the-scenes looks at your Summerween prep. Find out what the popular hashtags are. #Summerween is obviously a must to use. I’ve also seen #Summerween and #Halloween used in the same post.
Encourage customers to tag you in their Summerween outfits or home décor for a chance to win store credit or a free gift.
4. Host a Mini Summerween Event
Throw a themed in-store event or block party with:
- Costume contest with a summer twist
- Trick-or-treating for kids (or pets!)
- Spooky playlist, free popsicles, or even a haunted lemonade stand
5. Send a Spooktacular Email Blast
Let your existing customers know you’re celebrating Summerween. Offer:
- Early access to themed merch
- Flash sales with playful codes like TooGhoulforSchool
- A short explanation of the origin story from Gravity Falls
6. Partner with Other Local Businesses
Team up with a local ice cream shop, florist, or coffeehouse to create cross-promotions, and offer coupons to one another’s businesses.
