From Pumpkin Spice to Christmas Lights: Why Holidays Keep Coming Early

In July, Starbucks announced the return of its pumpkin spice lattes more than a month earlier than last year. Though the drinks will be hitting stores at around the same time as in previous years, pumpkin spice lattes were announced earlier than ever. The drinks were released on August 26th—because why celebrate fall in November when you can do it in the middle of summer?  

Christmas in July may not be far off. Brands and retailers are selling holiday merchandise earlier every year, a practice not-so-lovingly referred to as the “holiday creep” or “Christmas creep,” and it isn’t a figment of our imagination. Starbucks’ announcement is real-time evidence.  

But is this really the master marketing move that brands think it is? The answer isn’t so simple.  

Making Holidays Happy  

On one hand, focusing time and energy on cheerful winter holidays can serve as a form of escapism for stressed-out consumers. I’ve found I get more into the holiday season when I have anxiety about work, money, or politics, and turn my focus to decorating or what traditions I’m going to follow with my family this year, which starts to lighten my mood.  

Similarly, the holidays are a time of intense childhood nostalgia for many people, and being able to shop and celebrate earlier can give consumers a chance to tap into that nostalgia earlier and for longer than they normally would.  

Not to mention the limited-time nature of seasonal products and decorations. An earlier release time gets consumers excited for the holidays for the nostalgia and escapism, but knowing that these products will only be around for a few months creates scarcity, and generates more hype than products that are available year-round.  

Creepy, Crawly Consumerism 

Though there are a few good reasons for the holiday creep, it’s also shown to have some negative effects on consumers. Starting to sell holiday merchandise earlier means that customers can get into the holiday spirit sooner, but it also means that the beloved holiday merchandise will likely get taken down earlier, creating a sense of urgency among consumers. This can motivate people to buy more—and sooner. This sounds like a good thing, but what happens when brands overspend on their budgets and have less for the next early holiday shopping season?  

There is also, of course, the negative sentiments attached to stores starting Halloween, Christmas, and other end-of-the-year holidays earlier each year. Some consumers get upset about the earlier shopping season to begin with, while others find themselves slowly getting tired of seeing holiday-themed things everywhere (if you’ve ever listened to Christmas radio stations in November, you know what I mean). 

Have Yourself a Merry Little August  

Whichever side of the great holiday retail debate you find yourself on, it’s important to remember that these kinds of decisions aren’t made in a vacuum. When one retailer decides to make the holidays come a little earlier one year, you can rest assured that other brands will follow suit.  

That’s why it’s important to have partners like BSM Partners on your side. You don’t want to be behind the crowd, and you really don’t want to be the face of a failing trend. Let our market and consumer insights experts help your brand find the perfect time to celebrate the holidays with your consumer, and you can celebrate profits and consumer loyalty at the same time.  

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.