Marketing Briefing: Why marketers aren’t confined to traditional holiday and seasonal promotion cycles anymore

Seasons are no longer finite.

Back to school isn’t just for August. (Prime Day had retailers push back to school deals early this year.) Celebrating all things frightening isn’t solely for autumn. (Throughout July, people were making jack-o-lanterns out of watermelons and purchasing Halloween garb months in advance as part of a newly dubbed “holiday” called Summerween.) And Christmas isn’t reserved for December. (Queen of Christmas Mariah Carey knows it’s “not time yet” for the holiday season but she’s promoting her upcoming holiday tour all the same.)

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