After sipping pumpkin spiced lattes in August and putting up Halloween decorations in late September, Samantha Kowalczyk already looks forward to drinking eggno
g-flavored coffee and filling her Wilmington, Delaware, home with cinnamon and sugar cookie scented candles and other holiday aromas.
Inflation-weary shoppers may wait until the first cold snap to buy a sweater or gloves, but when it comes to seeking out deals tied to events like the start of a new school year or limited-time seasonal promotions, a fair number of consumers are finding it's never too soon. Members of Bath and Body Works' loyalty program could shop a holiday preview collection of candles in scents like winter candy apple and "Bright Christmas Morning" starting Sept. 24. For everyone else, it became available on Sept. 30. Last year, customers in the rewards program didn't get access to those products until Oct. 3, and the holiday-themed merchandise didn't launch in stores until Oct. 9.
Walmart, the nation's largest retailer, plans to advertise savings on Thanksgiving meal products starting Oct. 14, about two weeks earlier than last year. Stew Leonard's, a grocery chain that operates stores in Connecticut, New York and New Jersey, expects to stock chocolate turkeys during all of November instead of only during Thanksgiving week. It also plans to start promoting eggnog, which it previously offered in December, in early November.
For the first time this year, Balsam Hill transformed what's traditionally its fall catalog, sent in September, into a holiday book. Sales of holiday decor spiked in mid-September, a month earlier than a year ago, according to CEO Mac Harman. He also noticed Halloween decor sold briskly in September, a month earlier than a year ago.
"Decorating brings joy and reduces stress. They're just decorating earlier because it's freaking stressful right now," Harman, citing war in the Mideast, hurricanes and political division, among other crises. "There's just so much going on."
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