Sydney Twichell LLC

As we celebrate the founding of our country today, the hot summer sun reminds us of the season we are currently in. So why are we seeing promotions for autumn themed products and promotions now? Many stores are known for putting out seasonal products earlier and earlier every year. It often feels like Christmas starts the day after Halloween, and Halloween starts at the end of August (if that). This is largely due to customers excitedly leaping into their favorite seasons a little early to make it last longer. 

I certainly know I am guilty of this, and I even have a rule now where I can’t indulge in pumpkin spice lattes or break out my *many* boxes of fall and Halloween decor until the last week of August. Yes, summer time has slowly been invaded by the fall season as the years have gone by, and this year the term “Summerween” has become more mainstream in marketing campaigns from various companies. 

“Summerween” is a term first coined in 2012 on the popular Disney show Gravity Falls. The concept was an early celebration of Halloween during the summer in order to stave off the excitement for the autumn based holiday. Though the word has been used sparingly over the years, this year it has become more popular, with companies like Bath and Body Works using it for a summer campaign teasing Halloween products. It’s a brilliant marketing tactic, giving a glimpse and tease to their ideal customers of the products they are most known for during the fall season. 

So what does this have to do with you and your business? What if I told you that right now is when you should start planning your fall marketing campaigns? It might feel early, and many of my clients have looked at me like I’m crazy when I suggest this move. However, the preparation can relieve a lot of stress in the future, and give you the room to have a busy fall season. 

To first start planning your fall campaigns, you need to look at your ideal client. If you are a product based business, for example, is your ideal client excited for fall? Do they go to Starbucks the morning pumpkin spice is released? Are they looking at the Bath and Body Works candles this weekend to see what new scents might be coming? Have they already looked at the fall decor Hobby Lobby is teasing on the top shelves of the store? If the answer is yes to any of those, you have an amazing opportunity you can jump on!

I always recommend to my clients that we should plan marketing campaigns, sales, and content at least two months in advance if possible. This still leaves room to create on the spot as certain changes may happen, but it also allows you to focus more on other aspects of your business because your campaigns are already planned and scheduled. But with big seasons like fall or Christmas (a topic I will be discussing soon as well, so stay tuned!), the campaigns you create can make a big difference in how successful that season is. 

So how does one start planning for a season still two months away? You first want to take notes on what popular companies do during the fall season to get an idea of what is working with your ideal client. If you are products based, what kinds of sales, events, and products are they pulling out for fall? If you are serviced based, what are some necessary aspects of the fall season that your services may be able to help your client with? For example, I once had a client that was a winery. They made and sold Texas wine, and released flavors specifically for the season. We made a marketing campaign for not only the seasonal product, but where the product would be sold. Ren fairs, fall markets, etc. However, with service based it may look a little different. I once worked with a lawn care company, and the campaigns we ran for fall included promotions for cleaning up a client’s lawn specifically in preparation for putting up Halloween decorations. 

These big companies have built a reputation for being part of the fall season. Hobby Lobby is known for their fall decor. Bath and Body Works is known for their fall and Halloween candles. Starbucks is known for their fall themed drinks, specifically pumpkin spice lattes. What do you want your business to be known for in the fall, a must have for the season? By planning now, you can establish your business as an autumn staple.