During the fall season, companies jump to use the seasonal aesthetic to draw in customers and profits. By shifting both their general advertising and products to follow the seasonal change, brands tempt shoppers into giving into the time-exclusivity of the season. These companies then gain a financial boost from this seasonal marketing, while customers indulge in the autumnal spirit.
Bookseller Barnes & Noble leans heavily into the advertising angle when promoting the fall atmosphere within their stores. Barnes & Noble’s typical romance table sports a sign reading, “Fall in Love,” and a spinner rack near the register highlights fall-themed items: felt garlands, acorn plush toys, Thanksgiving socks, and just about anything fall. Often, these products by the register already draw attention while people meander in line, but now, they also create interest because people are tempted to indulge in the changing season.
And if that was not enough, Barnes & Noble further reminds customers of the new season through chalkboard signs, which exclaim, “Hello Autumn,” “Sweater Weather,” and “Fall is in the air.” With that much emphasis on the season, it seems like a waste not to invest in the aesthetic while you have the chance. Emery/Weiner Junior Alana Barrios agrees, saying, “For me, fall-based advertising totally works. I love the fall season and getting into the spirit, so a sign that was super fall would definitely draw me into a store!”
Other companies, such as Starbucks and Bath & Body Works choose to release exclusive products during the fall time as they leverage the hype of the season. Starbucks famously launched the pumpkin spice latte, colloquially referred to as the PSL, back onto the menu, which draws in a crowd each year. According to USA Today and reports from Starbucks themselves, the company sells an average of 20 million PSLs per year. This year, the Pecan Crunch Oatmilk Latte, Pumpkin Cream Cold Brew, and Apple Crisp Oatmilk Macchiato also find their home on Starbucks’ 2024 fall menu.
Bath & Body Works also leans into these traditional fall scents when advertising and creating candles, soaps, and more. In their 2024 fall advertising campaign, Bath & Body Works announced that their products are “inspired by all things fall,” with candles such as “Warm Apple Pie,” “Pumpkin Nut Butter,” or “The Perfect Autumn.” The exclusiveness of products such as Bath & Body Works’ fall candles and Starbucks’ fall menu coax customers into indulging in these themed products while the time is still right and the aesthetic still fits.
But for these companies, it is not just about drawing retailers in but also the financial benefits. Between the second financial quarter (April 29, 2023-July 29, 2023) and the third quarter (ending Oct. 28, 2023), Bath & Body Works reported a $3 million increase in net sales. This third quarter increase conveniently lines up with the times in which Bath & Body Works release their fall scents, shifting their advertising to a complete focus on the autumnal aesthetic. While customers celebrate the seasonal atmosphere, these companies benefit from how the fall advertising draws customers in.
Some may argue that statistics like these depict how brands exploit seasonal joy. However, others may argue it is simply fun to indulge in this autumnal aesthetic, such as Barrios, who will “decorate … with blankets, pillows, and pumpkins … to celebrate fall.” With leaves in the air, there is truly no time like the present to grab a pumpkin spice latte, light an autumnal candle, or fall in love with a good book.
