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Kelly Rissman
US News Reporter
DDon't be fooled by the pumpkin spice lattes offered at your local coffee shop, or the Spirit Halloween store that magically opened in the abandoned lot down the street. It's still summer — that is, at least for the next three weeks.
This year, it seems like fall has arrived earlier than ever. Starbucks resumed offering its fall menu on August 22, two days earlier than last year. Target's online retailer started selling fall decorations, like a 12-foot skeleton, as early as April. And TikTok feeds are already flooded with fall fashion inspiration.
For those of us who love the cooler months, the early transition from summer to fall is exciting. This year, however, the premature embrace of fall has sparked outrage on social media, especially among those desperately clinging to the last days of summer.
“Why do people act like September is fall? It’s summer until the 22nd and it’s 32 degrees outside,” wrote one frustrated user on X, formerly known as Twitter.
“It’s not a beautiful fall day, it’s a beautiful late summer day. It’s the end of summer that you love. Hit me up in November when the sun sets at 4:45pm and drops the temperature by 30 degrees, and then tell me you love fall,” another person rightly noted.
And one outspoken user simply stated: “Fall people are so annoying. There's still plenty of summer left. Your pumpkin butt has to wait.”
But according to online content creators, whose #cozy and #aesthetic fall-themed videos have already gone viral on TikTok and Instagram, celebrating fall in the middle of summer is nothing new. If anything, it's a very old brand strategy.
Kristina, a 26-year-old content creator based in Dublin, Ireland, has gained over 80,000 followers on TikTok and Instagram for her aesthetically pleasing and beautifully curated fall content. On August 1, when most people are lounging by the pool or tanning on the beach, Krechina decided to share a video of herself looking out over the Gilmore Girls – a comedy-drama series from the early 2000s, often synonymous with the fall months.
“Is it too early to start seeing again?” Gilmore Girls for [the] “1,032,717 times?” she wrote alongside the clip, which also included dimly lit candles and a cup of coffee to create the coziest atmosphere. Her video received over three million views and over 200,000 likes. For Kristina, ushering in fall in early August is key to receiving a lot of engagement.
“The reason I start posting in early August is that it’s important for me to stay on top of trends. People who are looking for inspiration for the upcoming season get this early inspiration from me and I get more interaction,” she said. The Independent.
Its social media strategy is not unlike what brands have done year after year, too. Retailers both in-person and online promote back-to-school deals in July, as well as Black Friday deals well before November. Starbucks reported that 10 percent of its sales came from the return of the pumpkin spice latte, its most popular seasonal drink. And the National Retail Federation found that consumers in the U.S. spent a record $12.2 billion on Halloween merchandise in 2023, a 69 percent increase compared to the previous year.
The sooner brands and retailers promote their Halloween costumes, fall decor, or seasonal drinks, the more profits they can make. But now, it seems that the warm, cozy feeling that fall gives us can also be measured in likes and shares.
“People often associate fall with seasonal excitement and significance. The changing colors of the leaves, the cozy atmosphere that precedes the holiday season… it tends to evoke feelings of nostalgia and reflection as it marks a time of transition,” said Monica Cwynar, a licensed clinical social worker and therapist in Pittsburgh, Pennsylvania.
According to Cwynar, the fall season is often associated with new beginnings: leaves are changing color, students are going back to school, and football season is starting. Unlike the heat and bustle of summer activities, the slower pace and calmer atmosphere of fall can help encourage introspection and contemplation.
“Autumn symbolizes a time of transition and change, both in nature and in our lives. Embracing the change of season and adjusting to new routines can be a way to cultivate resilience, flexibility, and a sense of renewal,” she said. “The visual spectacle of autumn can bring joy and a sense of wonder to people.”
In fact, it’s the visual spectacle of autumn that has captivated social media. On TikTok, there are no less than 516,000 videos under the hashtag #fallvibes. Recent videos of falling leaves, pumpkin-print jumpers and pumpkin-infused iced coffee recipes have all gone viral in the weeks since they were posted. “August 1st is the start of fall and no one can tell me otherwise lol,” read one caption, while another autumn enthusiast wrote: “Six Sundays to go until fall.”
For Elena Joyce, a content creator and photographer based in New York City, her viral fall-themed clips are less driven by interaction and more by the inspiration she feels with the changing of the seasons.
“What I post is kind of a reflection of what I'm excited about,” he said. The Independent“I always love capturing the seasons here because I feel like when a new season begins, it’s always so inspiring and exciting. I think seeing New York in the fall is one of the most beautiful things ever.”
The need to “romanticize” our otherwise mundane lives has become one of the most repeated mantras on TikTok. Activities like watching a horror movie or baking cookies can be presented online to feel like something straight out of a rom-com, and fall easily lends itself to this phenomenon. When the season is so naturally pleasant (with the changing leaves and vibrant colors of fall foliage), it’s no wonder fall keeps going viral.
Of course, it's important not to wish summer away quickly and to enjoy every last bit of sunshine we can get, at least before seasonal depression kicks in. But as the warmer months seem to get wetter year after year (thanks, climate change), people shouldn't be blamed for wanting at least a breather of fresh air without their hair frizzing up in the humidity.
As the old F. Scott Fitzgerald saying goes, “Life begins anew when the weather cools in the fall.”
That and Starbucks' fall menu.
