At the end of August, as warm summer days began to recede like the rapidly retreating sun at dusk, the Grim Reaper arrived on my neighbor’s stoop. Shortly thereafter, the Reaper received a skeletal bride companion. Several days later, a garland of creepy dolls hanging from tiny nooses arrived to festoon the front porch.
Before we’d fired up a Labor Day barbecue, a veritable Addams Family tableau had landed on our street.
As I drove by a withering pumpkin and a limp, poisonous green “BOO!” yard flag on an 80-degree day in September, I couldn’t help but wonder: Isn’t it all a bit too soon?
I’ve heard it referred to in many ways: Christmas Creep. Seasonal Stretch. Call it what you will, research shows it is real—and it is contagious. The earlier stores put out décor, the earlier consumers feel compelled to buy it and put it up at home, and then neighbors catch the bug. It’s certainly happened on my street—the Grim Reaper’s other neighbor recently put out their extensive collection of Halloween yard flags earlier than I’ve ever seen.
Kacey Stafford, owner of Found Studio Shop in Lauraville, believes that people have been putting up their decorations earlier and leaving them up longer since the pandemic. “I think especially twinkle lights and café-style lights are bringing people joy and a sense of calm in dark times,” she says.
As a retailer, she believes the Big Box chains put their décor out far too early. Some large retailers put holiday displays out for sale as far as three months in advance, both because it gives them more time to monetize the inventory and not have it sit in a warehouse—and because people will buy it.
Stafford’s Halloween and autumnal displays go up in the shop on September 1. She says holiday décor tends to be a hit with customers.
“I am finding that some people are Halloween people all year,” she adds, sharing that a shopper recently came in because of the Halloween window display. “He promptly showed me his skeleton tote bag and pointed out that he was wearing a Halloween shirt, and it’s only mid-September.
“I think with all the political uncertainty and grief in the world, people want to do something festive that sparks joy and spreads it to others,” she adds.
She’s not far off on the psychology that’s at play here. Studies specific to Christmas décor have shown that those twinkly lights and fir trees do actually make people happier (it’s to do with triggering the rose-colored glasses of nostalgia). Whether it’s a pumpkin spice latte in August or putting up the Christmas tree in November, people are definitely chasing a dopamine hit and the cozy vibes that come from seasonal cheer.
Research published in the Journal of Environmental Psychology also found that those who put out holiday décor are perceived as friendly, by both neighbors and strangers, so perhaps our collective subconscious wants to bring some kinder feelings into a world that is often anything but.
To paraphrase Auntie Mame, many of us really do need a little Christmas (or Hannukah, or Chinese New Year, or Easter…) now.
Liz Smith, an interior designer and owner of the furniture and décor store HD Marigold in Timonium, is a self-proclaimed Christmas aficionado.
“I host Thanksgiving, so I want it autumnal at my house until then, but the second the dishes are done, Christmas goes up and stays up into January because I love it so,” she exclaims.
In her shop, she takes a measured approach to rolling out seasonal items. Though she does point out that some places like Hobby Lobby and Michael’s—which cater to crafters and makers creating items for holiday markets—may have a reason to put out seasonal stock so far in advance, she’s found that her customers have an aversion to seeing holiday items filling shopping aisles too early.
Rennie Friedlander, owner of Simply Beautiful Flowers & Gifts near Mt. Washington, says that in their experience decorating homes and working in retail floral and gifts, “people have always been eager to prepare their homes for the holidays as early as possible.”
She explains that their clients reserve their decorating days years ahead to ensure everything is ready for Thanksgiving and Christmas. “Most everyone wants an instant transformation from the Thanksgiving holiday to the Christmas holiday overnight,” she says.
Much of this, says Smith, is likely fueled by social media and our consumption-driven culture.
“People are going more over the top in all things,” she says, noting that she recently hosted a baby shower for her daughter for 87 people. “Pinterest and other social media sites have so many ideas and you want to do it all. And if everyone is doing the extra, you want to do the extra, too. And places like Amazon make it easy to get it delivered and get it up.
“When you see influencers on TikTok setting up their first tree in August, that bleeds into our already consumer-driven economy, and we end up buying more than we need, and probably decorating more than we need,” she continues.
With the exception of Christmas, Smith aligns herself with a less-is-more approach. But she understands that holiday décor in particular taps into all the feels of tradition, anticipation, and happiness.
“We’re living in concerning times,” she says, “it’s important to bring yourself joy, and if that means leaving your Christmas tree up year-round, by all means, do it.”
She does qualify that statement that the tree be indoors. “Remember, when you’re putting stuff up in your yard, that’s as much your neighbor’s décor as it is yours, so be considerate. You have to remember that other people are looking at your Halloween when they’re trying to enjoying the dog days of summer and, sorry, that just doesn’t seem right.”
As for this grouchy pumpkin, nary a mum nor a foam tombstone is going in my yard before October 1. And the twinkly magic of Christmas? Call me Scrooge, but I’ll see you after Thanksgiving.