Go big, ghoul home: why Gen Z loves fall and halloween

"And not caring when people make fun of pumpkin-flavoured stuff cause you love it, and are happy it's all the rage, and people who dress their dogs in costumes on Halloween and fires in fireplaces and maroon, hunter green, mustard yellow colour combos."

Poetry? Symbolism? Nope – just the words of our favourite pop sensation Taylor Swift, gushing over the joys of fall.

Funnily enough, Taylor isn’t alone in her obsession.

In fact, for many, fall isn’t just a season: it’s an aesthetic, a feeling and, well, a way of life. It’s the season of cosiness, of Gilmore Girls, of scented candles and hot tea. No wonder 45% of Americans say it's their favourite time of year. 

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Why does Gen Z love fall so much?

Cozy sweaters, warm drinks, pumpkin-flavored everything: fall is the ultimate mood for a generation that thrives on curating moments.

The opportunities for content creation are pretty endless – a scroll through Instagram will see feeds full of pumpkin patches and leafy backdrops. And we know Gen Zers love nothing more than a good aesthetic: something to tie into their values of identities and self-expression.

Gen Z, nostalgia and cozy szn

Fall is a season steeped in nostalgia. It marks the start of get-togethers, tradition and community-based activities.

These activities create lasting memories with our loved ones – so it’s no wonder that when the season rolls around again, we go all introspective, plug in some Bon Iver, and anticipate the good times ahead. 

For many, this time of year will feel like much more of a fresh start than January. ‍

This is because Fall is a transitional time. It reminds us of the new school year: high school crushes, a crisp chill in the air, shopping for new stationary and books.

When we feel panicked, we want to be reminded of consistency. For many, that comes from thinking about happy memories from the past. 

It’s for this reason that we associate nostalgia with coziness – and perhaps why “coziness” is so often associated with Autumn.

This obsession has meant businesses have seen a massive rise in the popularity of seasonal goods

Brands know how to capitalise on this sentiment, too.

Stores like TKMaxx, Anthropologie and Habitat are seas of cinnamon-scented orange products – and that’s just the candles.

Brands are cashing in on the nostalgic seasonal demand by releasing a whole host of new products, such as mugs, salt and pepper shakers and various autumnal ornaments.

When does fall truly reach its peak?

Halloween is, of course, the anchor of Autumn: Jack O’Laterns walked so pumpkin spice could run. 

And whilst Gen Zers might be a little past their trick-or-treating peak, celebrations are still very much on the cards.

In fact, 80% of this cohort will be celebrating this spooky holiday. In the UK, Halloween is predicted to rake in a whopping £1 billion in sales, as consumers flock to purchase costumes, decorations and sweets. This has more than doubled since 2013, when revellers only spent around £230 million.

These days, it's not just about Halloween: it's about Hallo-weekend.

Is this a sort of spooky exceptionalism? 

The cost-of-living crisis is sadly waging on. And, with 83% of those aged 16-24 saying the economic situation was going to affect their spending habits this Christmas, should we be surprised that Halloween is an exception?

Well, maybe not

Gen Z are the biggest spenders when it comes to Halloween. Yep, the average young shopper is spending around £46 on celebrations, decorations and costumes. 

This rise in spending habits could be attributed to the role of social media and advertising: younger generations have been exposed to Halloween marketing from an early age. 

Plus, Halloween is a visual festival; it’s a great way to showcase some good old self expression and creativity. TikTok is full of makeup tutorials, couple costume ideas, bestie costume ideas and more. 

And Halloween goes beyond just costumes: Gen Z’s love for aesthetics plays a big part. 

It’s not just about dressing up, but creating an entire experience that looks good across social feeds. From color-coordinated outfits to themed decorations, Halloween is the perfect time to build an aesthetic.

It's no wonder Gen Z is willing to spend more to make sure their celebrations look picture-perfect.

Pion predicts: a sneak peek into some pumpkin-spiced data…

We recently announced the launch of a brand-spanking new resource: Pion Predicts.

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Discussing 6 of the biggest seasonal trends set to take sail this month, this is your go-to resource.

And if you want a cinnamon-infused sneak peek, look no further...

Pumpkin spice: but make it gut friendly

From Eddie Abew telling us to put down our Easter Eggs, to your favorite creators suddenly trying to sell you a mysterious anti-bloating powder, the whole foods movement has been pretty inescapable this year. How long before food and drink brands snap, and take note?

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Well, arguably, they already are. Seasonal drinks with a gut-friendly twist are popping up left, right and center. Out with the oat milk, in with the herbal teas.

What does the data tell us?

• 35% of Gen Z would like to see more gut-friendly options and would buy a drink with gut-friendly benefits.
• 29% avoid seasonal drinks because they are not healthy and would like more transparency on ingredients.

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