Halloween, but make it summer: Gen Z and millennials drive new ‘Summerween’ trend
A new seasonal trend is emerging across the UK: ‘Summerween’. A recent TK Maxx survey has found that Brits are getting into the Halloween spirit much earlier than usual, with interest in spooky décor and themed products picking up pace well before autumn arrives with 31% of 18–34-year-olds saying they are buying seasonal items earlier now than they did two years ago*. 92% of this demographic has attributed these changing habits to helping spread the cost across the year, while 93% saying they are just excited to celebrate the holiday.
Online interest in Halloween is already heating up, with UK Google searches for the holiday up 52%** compared to the same time last year – a clear sign that the spooky season is creeping in earlier than ever. In some European markets, including Germany and Austria, the increase has been even more dramatic – suggesting that Halloween is fast becoming a summer talking point across Europe, not just an October tradition.
This growing excitement means 85% of 18–34 year olds are spending their money on decorations or home products for Halloween, with the average Brit spending £53 on spooky decorations ahead of the holiday, according to TK Maxx’s survey. This is on par to the average Brit spending £55 on Christmas decorations. One seasonal candle in TK Maxx – featuring a playful mix of tropical and Halloween-inspired notes – flew off the shelves in June, capturing the spirit of Summerween with its unexpected blend of beachy and spooky.
“We know that for some, seeing Halloween in summer might feel a bit bonkers, but for others, it’s pure joy,” said Deborah Dolce, Group Director at TJX Europe. “Our customers love discovering unexpected treasures all year round, and for some, that includes spooky finds in July. Our philosophy is to embrace the fun, the fabulous, and the festive -whenever it arrives. And we are delighted, given that we cater for such a huge range of customers, to offer up that retail maxim of ‘something for everyone’.”
Halloween is even climbing the ranks as one of the UK’s most-loved seasonal occasions, with 51% of shoppers between 18 -34 saying they now begin browsing and buying decorations 2-3 months in advance, with shoppers citing that it’s fun (69%) and they love the aesthetic (56%) as the reasons they are excited to decorate their homes for Halloween. 51% of Gen Z even say they would start decorating for Halloween now if they could, while for 18% of Brits, Halloween has even overtaken Christmas as their favourite holiday.
"The last week of September is when we start to get 'warmed up' for Halloween fun. That said, I start buying sweets and keeping an eye out for decorations as soon as they enter the shops," said customer, Nicole from Cranbrook, Kent.
"My favourite piece of decoration is the large Halloween Wreath that I hang on my front door, closely followed by a fairy-light covered broomstick. I love the fact that Halloween has grown in popularity in the UK since I first moved over from Canada 25 years ago. It's such a happy holiday: sweets, chocolate, fancy dress and fun party foods – what's not to love?!"
This early enthusiasm is reshaping the retail calendar. For lifestyle and consumer audiences, it’s a sign of how traditions are evolving. For the retail sector, it’s a reminder that seasonal demand is no longer confined to traditional timelines.
TK Maxx is embracing this shift with a curated range of Halloween products available in-store and online throughout the summer —offering everything from whimsical décor to spooky-chic homeware, perfect for those who want to start the season early.
For those looking to be inspired ahead of this spooky season, head to TK Maxx social channels for exclusive content.