October is the new November.
For retail leaders, this is more than just a shift in timing. It’s a complete strategic shift in how to approach the holidays with consumers. You can’t just run last year’s promotions a month early; you’ll need to consider how to transform your store experience and brand messaging in a way that guides your guests seamlessly from fall to holiday.
What Is Causing this Major Shift?
For decades, Black Friday has been the unofficial kickoff to the holiday shopping season. It was the single day when retailers pulled out all the stops, opening at 4am to a line of eager shoppers who couldn’t wait to get their hands on the best deals. With the growth of ecommerce and constant digital promo, brands are starting “holiday” earlier than ever before.
Consumer budget constraints.
Shoppers are spreading their spending across multiple months in order to afford their holiday gift giving. Because of economic uncertainty, inflation, and government shutdowns they are budgeting more carefully rather than splurging in one big burst after Thanksgiving.
Supply chain volatility.
Waiting means not getting what you want. That’s the lesson consumers are learning from ongoing supply chain volatility exacerbated by tariffs, supply chain disruptions, and empty shelves.
Ecommerce competition.
With ecommerce and marketplaces offering constant deals, brick-and-mortar can’t wait until November to showcase their special holiday deals.
Brands are also enticing guests with deals that push for action now, with uncertainty for product availability in the future. We’re in an era of push notifications, where companies have more access to customers than ever before. Brands can make an outreach on the item you left in your cart, send a message when new stock comes in, or text you directly with product news. With this level of access, brands feel forced to compete earlier for shopper attention.
All of these pressures have made October a prime month for marketing to holiday shoppers and building customer loyalty that sticks through November and December. Retailers can no longer count on Black Friday to be the boost they count on for their quarterly sales. Today, it’s about starting early and earning loyalty that brings consumers back multiple times throughout the season.
Designing Seasonal Transitions that Don’t Overwhelm Consumers
Retail design plays a critical role in helping retailers usher in the holidays early without overwhelming customers. Thoughtful design is the bridge to telling better stories as the seasons shift. Retail designers know that you can’t just replace pumpkins with poinsettias, but you can gradually evolve displays with subtle updates via signage, lighting, and music to create a sense of anticipation and excitement for the upcoming celebratory season.
Here’s what we’re seeing:
Signage and Visual Merchandising
Retailers are increasingly relying on flexible visual merchandising that can be updated weekly. A fall palette of deep oranges and neutrals might slowly shift to incorporate metallics, whites, and rich reds. The key is modularity, with flexible fixtures that can adapt quickly.
And as the environment shifts, it opens up the flexibility for in-store graphics to move from “spooky” language in early October to “holiday gifting” messages by late November, all without requiring a full store reset.
Lighting and Sound for Mood
Lighting and sound are powerful, and often underutilized in seasonal experiences. Subtle adjustments to lighting, such as warmer tones in early fall, then brighter, more sparkling light in November, can change the energy of a space. Our studio recently ran a retail sound study, and identified opportunities for sound to help brands foster better retail environments. With help from our friends at Akoio, we developed considerations regarding auditory accessibility as well.
Layered Elements
Rather than swapping out entire displays, retailers are leaning into overlay strategies:
- Adding garlands or holiday accents to existing shelving
- Switching seasonal floor decals or endcap toppers
- Incorporating sensory cues like pine scents or festive soundtracks at just the right moment
These design changes reduce cost and labor while giving customers a sense of natural progression and can incorporate brand storytelling and interactive elements to engage consumers.
The Art of the Subtle Shift
Consider how a brand like Target evolves its seasonal merchandising. In October, shoppers see cozy, autumn-forward signage paired with early hints of holiday through curated gift sections. Week by week, the cues become stronger: holiday-themed packaging creeps in, lighting grows brighter, music more festive. By Thanksgiving, the full holiday atmosphere feels earned rather than forced.
This type of incremental storytelling matters. Shoppers want to feel both the joy of anticipation and the authenticity of the season they’re in. A jarring leap straight from Halloween to holiday risks negative consumer sentiment. A phased, thoughtful approach deepens emotional connection and increases dwell time.
Strategy for Retail Leaders
For retail leaders, the “October is the new November” reality raises important considerations:
Signage and Visual Merchandising
Evolving modular design elements minimizes labor costs and disruption by avoiding large-scale resets. Leaders should evaluate investments in flexible fixtures, signage, and lighting that support quick transitions.
Data-Driven Timing.
Understanding your customer base and when they’re most receptive to holiday cues is key. Analytics can help fine-tune the cadence of promotional and design shifts.
Omnichannel Consistency.
As October promotions ramp up, physical stores must align with digital storytelling. A customer who sees early holiday deals online should encounter reinforcing cues in-store, creating continuity across the brand experience. It’s a good time to reevaluate digital and in-person design in and simplify. According to The Robin Report, 78% of Gen Z are overwhelmed shopping online and that overwhelm carries over to in-person shopping when it’s too chaotic.
Emotional Resonance.
Holiday retail isn’t just about discounts; it’s about atmosphere. Retailers who thoughtfully layer in design cues create a sense of magic that drives repeat visits and strengthens brand equity.
Looking Ahead: The Extended Holiday Mindset
The holiday season is no longer defined by a single day or weekend. It’s a rolling, multi-month experience where promotions and design must work in harmony across all channels. October is the new November, and the brands that master the art of subtle transition will own the season, both in consumer hearts and on their balance sheets.
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