In mid -summer, autumn clothes are already beginning to be seen in stores, and commercial events such as Black Friday take advantage of more and more to make Christmas purchases. The anticipation also reaches Halloween, who begins to prepare, or even celebrate, when the summer period has not yet come to an end.

And it is well guided by the enthusiasm for the appointment; Due to the search for savings in the preparations for the holiday or pushed by the commercial interests of the companies, consumers begin to think of the so -called “Spooko Season”, or “creepy season”, every time before.

According to data from a GWI survey made to 729 American citizens, one in ten Halloween fans begins to plan the appointment one month in advance or more. These are users who in August, or even July, are already designing their costumes, looking for decoration and sweet elements, or planning the leisure experiences they want when the time comes.

Some even take advantage of the favorable climate of summer to enjoy Halloween during the season of good temperatures and longer days. It is what is known as “Summerween”, of the combination of the terms “Summer” (summer) and Halloween. It is a curious mixture of the Gothic with the summer and leaves prints such as black swimsuits with skull prints, ghostic ice cream, artistic carving sessions with watermelons instead of the traditional October dands

Preparation and search for ideas for Halloween

Potentiated by globalization, as well as Halloween himself, the practice is not limited solely to the American or Mexican markets, where this appointment is most celebrated, but is increasingly widespread and is even a trend in social networks. This raises connection and business opportunities for brands, not only those whose activity revolves around Halloween, but also for those of other sectors. In this sense, understanding the mentality of the “summerweeners” and fans of the dark party can be a strategic advantage.

GWI has analyzed the practice and points out that there are different consumer segments, as well as unique motivations, behaviors and interests. As a common feature, the preparation and anticipation demonstrated by Halloween fans, which is evidenced in the early search for ideas through the Internet and social networks, especially Tiktok and Pinterest.

In this regard, brands can try to capture their attention by publishing in advance content related to the event, as well as offering ideas and tutorials to encourage consumers to create their own costumes, cook their own sweets or inspire with decoration ideas.

There are also makeup and style enthusiasts, which gives rise to the brands of the beauty sector to create specific or tutorial collections for the date. Similarly, there are also cosplay fans, video games, cinema or series, so brands can contemplate strategic collaborations with other brands in these areas or entertainment sagas licenses to create exclusive products and items.

And in a context of growing concern for savings in the face of the high cost of life, brands can clothe and facilitate the enjoyment of consumers before the appointment through promotions, discounts or product packs. This will not only generate a link in the economic level, but will also meet your needs in advance by promoting fidelity.

Brands advance Halloween

There are many conscious brands of the “summerween” trend and early enthusiasm that Halloween generates, and have adapted their commercial and marketing and communication strategies. The Walmart supermarket chain is an example of this. This week he shared on his Tiktok channel products of his offer for Halloween, some of them as a result of licenses with entertainment marks.

Fanta has also chosen to advance the celebration of Halloween and the end of August announced the launch of a special edition of his soda. He does it in collaboration with the Universal Pictures study and the producer Blumhouse with the intention of capitalizing on some of the characters of their horror films. Specifically, Chucky, from the “Chucky” saga, M3Gan, of “M3Gan 2.0”; Freddy Fazbear of “Five Nights at Freddy’s 2”; and The Grabber, from “Black Phone 2”. These last two films are released in October and December, respectively.

For its part, Primark Spain, which already launched a special article collection on the occasion of the premiere of the new season of the series “Wednesday”, already stands out in its stores articles dedicated to Halloween. In addition, it already shows a specific section on its website.

The “Summerween” and Halloween anticipation also raises opportunities for brands centered on experiential. This is the case, for example, of amusement park or Warner Park, which already promote their special events on the occasion of Halloween in their social networks and official pages.
Warner Park already invites you to get tickets for its “Halloween Scary Nights” and thus enjoy, as indicated, “all the passages of terror, Scarezones and the strongest attractions.”

The early commercial thrust of the holiday, however, generates restlessness and reflections between some users and professionals. Manuel Sanchez,
Digital Communications Manager in Abbvie, exposed it a few days ago through LinkedIn, sharing images of products that already offer chains such as Primark or Tedi.

He wondered if Halloween’s anticipation can be connected with that need for immediacy and move on “to the following.” “In the middle of August, many people are still on summer vacation, but life is already beginning to be on the next page …“I commented.”Will it generate even more fomo? Is it the right path? Although I understand that at a commercial level it can be interesting, perhaps we should think if as a society this is the way … if not, this need for immediacy can end up making us lose the moment”

Anyway, Halloween is no longer just on October 31.