Halloween fanatics are using TikTok to hunt down spooky decor already popping up in stores: ‘It’s not even July’

Halloween-obsessed TikTokers are already on the hunt for pumpkin-themed decor, and they’re using the app to flag their findings.

But while many are delighted by the early arrival of spooky season, others are saying it’s way too early in the year for retailers to push the holiday.

However, with over 4.5 million views on TikTok, it seems the #CodeOrange wave is coming whether we like it or not — and experts say it’s no surprise Gen Z is gravitating towards all things creepy/kooky/mysterious/spooky.

What is #CodeOrange2023?

TikTokers on the prowl for early Halloween decor are using the hashtag #CodeOrange2023 to alert followers which retailers have begun putting out their fall inventory.

Already, stores like JoAnn’s, Michaels, Homegoods, Target and Big Lots are unveiling their Halloween products — and fans are already reporting on their selections.

But according to websites like All Hallows Geek and Nerd Bot, the term “Code Orange” isn’t necessarily a new one. Facebook Halloween groups, YouTubers and bygone Tumblr users have been using the term for years.

However, thanks to the powerful reach of TikTok, the term seems to be more prevalent than ever before, amassing millions of views across thousands of videos.

Other hashtags like #SpookySeason, #PumpkinSeason and #HalloweenIsHere often accompany videos using the #CodeOrange2023 tag.

But while Halloween enthusiasts delight in the arrival of spooky season, others feel retailers are moving way too fast through the year.

“Wow! Already?!?!😳 Did I miss the Back to School supplies???😅😅😅” TikTok user @jackieamber16 commented on one such post.

“It’s …. It’s not even July!” wrote @aceamartin.

“I get irrationally angry when I see stuff for holidays months early. I get it but I still get mad 😂” shared @katelandia.

This retailing trend of unveiling holiday products months in advance actually has a special term in marketing — a term that seems especially fitting for the Halloween season.

What is ‘holiday creep?’

The term “Christmas creep,” first coined in the mid-’80s, refers to the phenomenon of holiday ads and products appearing in stores and in the media earlier and earlier each year.

However, these days, it’s more fitting to refer to the trend as “holiday creep,” as it’s no longer just Christmas that’s getting the jump on consumerism.

While Halloween lovers might rejoice in the holiday creep, according to marketing experts, it’s nothing more than a money-making strategy for retailers.

“[Holiday creep] is the tendency of retailers — both physical and e-commerce — to try and kick off holiday spending earlier and earlier in the season,” Matt Johnson, a professor of consumer psychology at Hult International Business School, told Healthline.

“If a retailer can convince its consumer base that its holiday season begins earlier, the period in which they’ll spend at this higher rate is extended, which means more revenue for the retailer.”

But for Halloween enthusiasts, holiday creep is a positive phenomenon, one they welcome with open arms and open wallets.

“I’m never gonna financially recover from this,” joked @dezamine in response to one TikToker’s #CodeOrange video.

“I can’t even… there’s like 15 things I need in the first 10 seconds 😭😭😭 I’m so glad today is payday, heading there in the morning!! thank you! 🖤” wrote @r0botmonster.

“😮 Well, there goes any chance of my lowering my CC bills anytime soon,” commented @raven.heartsong.

When did we become so obsessed with Halloween?

The National Retail Federation reported that Halloween spending reached a record $10.6 billion in 2022. In 2016, that number was $8.4 billion.

Why is Halloween experiencing such a powerful popularity boost? Experts say it could be due to young people’s desire for distinctive style — as well as the media’s fascination with all things macabre.

“I think that the recent Halloween craze can be attributed to this holiday’s deep resonation with younger generations’ desire for individualism and authenticity,” John Dolores, clinical psychologist and COO at Bespoke Treatment, told In The Know by Yahoo.

“Halloween [appeals] to younger generations as it promotes the acceptance of atypical dispositions and exploration of darker aspects of human nature, as compared to other holidays, which often create pressure to be nothing but merry or grateful. … This holiday encourages a sense of freedom and adventure that enable Gen Z to break free from societal pressures and embrace a carefree atmosphere.”

Dolores also says the love for all things scary may be bolstered by the recent trend in true crime documentaries and other narratives exploring darker topics.

“These forms of media effectively fostered the younger generation’s interest in the mysterious and macabre, consequently facilitating the trend of the only holiday where such curiosities are celebrated rather than challenged and ostracized.”

The quickly evolving times we seem to live in might also be a contributing factor to Halloween’s popularity, according to Dolores.

“Considering that Gen Zs grew up in a time of rapid social change, the Halloween craze may be further spurred on by their need for an outlet to temporarily escape reality and express their emotions safely.”

In this time of great societal change, it makes sense that Halloween — a holiday devoted to the shifting of worlds and thinning of barriers — would speak so powerfully to young people.

“Halloween offers a relatively unique opportunity for ‘liminal’ experiences, a term we psychologists use to describe periods or events where normal social rules and norms are relaxed or overturned,” Dr. Raffaello Antonino, clinical director at Therapy Central told In The Know.

“For millennials and Gen Z-ers, who are often navigating the thresholds of adulthood and establishing their identities, the chance to break free from their routine roles and rules can be deeply appealing.”

“Millennials’ and Gen Z-ers’ love for Halloween is a cocktail of escapism, self-expression, digital socializing and the relentless commercial push all wrapped up in a wonderfully eerie package,” Antonino says. “But as with all trends, it will be interesting to see how this one evolves over time.”

With #CodeOrange continuing to amass millions of views on TikTok, it seems this spooky trend might be here to stay for a while — and likely creeping up further in the calendar with every passing year.

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