Summerween

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Summerween is an informal cultural and retail phenomenon that occurs during the summer months, incorporating elements of Halloween festivities. The term originated in the 2012 Gravity Falls television episode "Summerween," in which the characters celebrate Halloween during the summer.

Contents

Since the early 2020s, the concept has been adopted, primarily in the United States, for parties, social gatherings, marketing campaigns, and social-media posts with a Halloween theme during the summer months. [1] [2]

Origin

The term was first used in the Gravity Falls episode "Summerween," broadcast on October 5, 2012, which depicted a fictional town celebrating Halloween during the summer. This was intended as surreal humor. For example, the inhabitants of the town carve "jack-o'-melons" instead of jack-o'-lanterns. The concept of celebrating Halloween in summer was later adopted by fans for informal celebrations. [2]

Wider adoption

Summerween began to enter mainstream U.S. culture in 2024, and media coverage expanded considerably in 2025.

A 2024 CNN report noted that retailers had begun to introduce Halloween-related products as early as midsummer in order to profit from the growing popularity of Summerween. [3]

Coverage by The New York Times, CNN and NBC’s Today positioned Summerween as part of a wider transformation in American consumer behavior. For example, consumer buying patterns for Halloween related articles were occuring earlier than before. [1]

In 2025, Forbes reported that major retail chains such as Walmart, The Home Depot, and Michaels marketed Summerween merchandise as part of a broader shift toward year-round holiday marketing, comparing it to "Christmas in July". [4]

Broadcast coverage by NBC’s Today show in 2025 went so far as to describe Summerween as a "craze" that they postulated could be part of a wider pattern of Americans beginning Halloween celebrations earlier than was previously observed. The broadcast highlighted themed events and retail promotions. [5]

In 2025, CBS News reported that Summerween is a "new season" involving decorating and celebrating in a theme derived from Halloween activities and aesthetics. CBS reported on the popularity of purchasing Summerween-related products amongst Gen Z and millennial shoppers. [6]

References

  1. 1 2 Kirsch, Noa (July 17, 2024). "Halloween Comes Early: Inside the Rise of 'Summerween'". The New York Times. Retrieved November 6, 2025.
  2. 1 2 Peters, Adria (August 2024). "What is the new trend, Summerween, and where did it come from?". InForum. Retrieved November 6, 2025.
  3. ↑ Fung, Brian (August 9, 2024). "Why Americans are buying Halloween candy in July". CNN Business. Retrieved November 6, 2025.
  4. ↑ Lesonsky, Rieva (August 13, 2025). "What the Heck Is Summerween? How Holiday Retail Marketing Is Changing". Forbes. Retrieved November 6, 2025.
  5. ↑ "How 'Summerween' is Boo-sting Sales Ahead of Spooky Season". Today. NBC News. July 1, 2025. Retrieved November 6, 2025.
  6. ↑ Petrillo, Lisa (August 14, 2025). "Welcome to 'Summerween,' a blend of summer vibes and Halloween fun". CBS News. Retrieved November 6, 2025.
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