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Attributed to Halloween’s burgeoning popularity -- especially among Gen Zers and on social media channels -- gothic-themed “Summerween” and “Valoween” selling occasions are increasingly becoming commercial opportunities for retailers.
Summerween traces its origins to a 2012 episode from “Gravity Falls,” a Disney Channel animated series where residents of the town celebrate Halloween both in October and during the summer because they love the holiday so much. The event has taken off on social media in recent years, and was called out by many media outlets in 2024.
Good Morning America remarked at the time, “You may not have heard of Summerween, but true Halloween lovers have seen the rise of this term/celebration that's gained steam on social media over the past several years as retailers drop their creepy collections earlier and earlier, giving shoppers more time to browse, buy and plan for their fall displays.”
PRweek noted that Michaels, Home Depot, and General Mills in 2024 were launching “a lot of orange and spooky stuff in stores,” starting as early as June with the shift as compared to early holiday promotions. The New York Post noted that Amazon, TJ Maxx, Lowe’s, and Target in 2024 were offering similar Halloween-themed offerings in the summer.
“Starbucks sells Pumpkin Spice Lattes in August because Pumpkin Spice Lattes sell well in August,” General Mills’ chief communications officer Jano Cabrera told PRweek. “If successful brands meet consumers where they are, we have to accept that sometimes that means meeting them a month or two before some holidays.”
Halloween Spawns Summerween, Valoween Retail Spinoff Opportunities Across Brands
The trend gained momentum last year, including articles on Summerween-themed parties. Bath & Body Works last year became the first major retailer to formally launch a Summerween collection.
“We’re fully embracing this exciting summer trend, which is now bigger than ever, with an incredible collection of fragrances and accessories which capture the true essence of the spooky season,” said Betsy Schumacher, chief merchant at Bath & Body Works. “Halloween is one of our customers’ favorite times of year and we’re meeting them right where they are with the highest quality, trend-forward products to fit every mood and aesthetic.”
Valoween (also often spelled “Valloween”) is less popular, but started getting some attention at the start of the current decade. Etsy has a wide range of Valoween-themed apparel, candles, coffee mugs, figurines and pins on its platform. Walmart this year is being widely called out on social media for promoting a Halloween-themed Valentine’s range for the second straight year. No major retailer is specially calling out the Valoween trend yet.
Both Summerween and Valoween benefit from a spike in Halloween interest in recent decades. NRF’s annual Halloween survey found U.S. spending around the holiday reaching a record of $13.1 billion in 2025, more than double the $5.8 billion in estimated spending for 2010.
NRF VP of industry and consumer insights Katherine Cullen said at the time, “Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages.”