Early Halloween push driving "Summerween" trend
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Michaels last month set up its Halloween section earlier than ever before. Photo: Kelly Tyko/Axios
Halloween is still months away, but retailers are promoting the spooky holiday earlier than ever and driving a new "Summerween" trend.
Why it matters: There's a race to move out holiday merchandise early, aiming to get shoppers ready well in advance and, ideally, pushing them to spend more money.
- Halloween is big money for retailers and last year sales were projected to reach $12.2 billion, according to the National Retail Federation's annual holiday survey.
- The holiday drove $6.4 billion in candy sales last year, the National Confectioners Association told Axios.
The big picture: Home Depot was the first major retailer to push out fall holiday decor online, including 12-foot skeletons, back in April, months earlier than last year.
- Lowe's and Target are also selling Halloween merchandise online earlier than past years before stocking store shelves.
- Michaels dropped its first Halloween collection of the season in stores in late June earlier than ever, John Gehre, Michaels chief merchandising officer, told Axios.
Zoom in: Costco has a 7-foot animated pumpkin scarecrow and 7-foot animated werewolf on display at a club in South Florida, other decor and Halloween costumes.
- HomeGoods stores have large Halloween sections, and Sam's Club had a large variety of Halloween candy including Reese's pumpkins.
Michaels stores lean into Summerween
What they're saying: Gehre said Michaels has been a major player in driving the "Summerween" trend this year by shifting timing earlier, noting in 2021 Halloween collections hit shelves in early August.
- "We know many of our customers start decorating as soon as Independence Day passes and eagerly await the first Halloween drops — a moment they call #CodeOrange," Gehre said.
Spirit Halloween stores coming soon
What's next: More Halloween merchandise from decorations to candy will arrive in more stores in late August and early September once back-to-school departments are cleared out.
- Spirit Halloween plans to open more than 1,500 stores this year. Its website notes to "check back on August 1st to find your local Spirit Halloween store."
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