Summer is over, and Fall is officially upon us. With that comes the annual seasonal-themed products like pumpkin-scented candles and Halloween home decor. You may have even begun seeing them all the way back in July. From the yearly trending audios from films and TV like Gilmore Girls (“So, what’s the verdict? I’m an Autumn“) and Halloweentown (“Halloween is cool“) to the trickling in of photo-ops at the pumpkin patch, as anyone on apps like TikTok and Instagram might have noticed, Fall is a very popular time of year.
Fall has given rise to several popular aesthetics. First seen with Millennials, Fall enthusiasts evolved into an archetype as someone who frequently shops the Fall decor at TJ Maxx and HomeGoods. She is usually decked out in chunky scarves, cashmere sweaters, knee-high boots, and lives for a pumpkin spice latte. The season became so associated with this archetype that a popular meme came from it in 2019, known as “Christian Girl Autumn” (a play on “Hot Girl Summer”).
Gen Z has since become the arbiters for what is trending on social media. Aesthetics like dark academia, the emphasis on planning Halloween costumes, and the art of creating the perfect apple or pumpkin-flavored baked goods make for excellent social media content. With Millennials and Gen Z influencing nearly every trend we’ve seen over the past decade, and how that has reflected in consumer behavior, it’s no wonder that the marketability of the season now rivals that of Christmas.
Why Millennials and Gen Z Love Fall
The time of year known as “Cozy Season” is particularly popular amongst Millennials and Gen Zers. Older Gen Z and younger Millennials tend to enjoy their solitude and downtime. The comforting atmosphere of Fall is the perfect time of year for them. Enjoying quiet and subdued hobbies like reading or snuggling up under the covers and having a spooky movie marathon is the natural element of homebodies and the introverted.
If you prioritize productivity, the beginning of Fall serves as a fresh start and can bring structure after summer vacation. Whether you’re headed back to school or want to set goals for the remainder of the year, Fall can bring new beginnings as things are gearing back up and we’re getting back to work.
Fall is a very nostalgic time as well, especially for young adults. For those whose school days are behind them, Fall reminds us of the feeling of heading into a new year, or simply being children around this time. In some ways, Fall activities are a form of escapism from adulthood. Childlike activities like apple picking, carving pumpkins, and bringing out hearty comfort foods are all linked to memories of childhood.
Apart from the psychological reasons, the enjoyment of Fall comes from the influx of new things to buy! It’s no secret that marketers make a huge profit during this time of year due to the high demand for these products. So much so that they push them out earlier each year. Social media has a significant pull on what is marketed and put on the shelves, and marketers use specific tactics to grab their most active consumers.
The “Pumpkin Spice” Effect and Consumer Culture
Ever wondered about the all-consuming obsession with Starbucks’ Pumpkin Spice Latte? The “Pumpkin Spice” effect is a sensory marketing tactic that leverages the comforting and nostalgic blend of spices to evoke an emotional response from consumers. Pumpkin spice is made up of ingredients like cinnamon and nutmeg, which are known to relax muscles and have an antidepressant-like effect, according to Psychology Today.
Brands like Starbucks and Dunkin’ also build up hype for their Fall drink menus through visually stimulating campaigns. Take these strategies, combined with organic marketing from PSL lovers and influencers online, and Pumpkin Spice has become its own cultural phenomenon, eagerly anticipated by the masses every year.
Brands outside of the coffee industry have even tapped into the craze. Various foods and household products inspired by the iconic flavor, from Pumpkin Spice Cheerios to Pumpkin Spice dish soap, have begun to hit shelves. The limited-edition labeling on these seasonal products triggers a sense of urgency to get them before they’re gone. Brands leverage the consumer’s desire to join in on a group experience through a tactic called “FOMO” (Fear of Missing Out) marketing.
On social media, consumer trust, along with the aestheticization of seasons, contributes to the issue of overconsumption. Gen Z, along with younger Millennials, often engage in overconsumption driven by social media to feel a part of something. This leads to buying things you feel like you need to embrace the season, but don’t necessarily want. For instance, buying home decor simply because it’s orange or pumpkin-shaped, or purchasing a new Fall wardrobe every year.
How To Avoid Overbuying This Fall
Disengaging from the yearly seasonal push doesn’t mean you can’t still have fun and enjoy the season. Evaluating what it is about Fall that makes you happiest is the best way to avoid the pressure to overbuy. Are you prioritizing curating your ideal Fall wardrobe this year? Shop for high-quality pieces that last. Do you love Pumpkin Spice and limited-edition flavored snacks? Try new DIY recipes or make that PSL at home! There are so many ways to celebrate Fall to the fullest without overconsuming by adhering to what best suits your lifestyle.
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