Nearly three-quarters (72%) of American adults agree that fall offerings (i.e. seasonal flavors or packaging) are fun. That number jumps to 84% for parents with kids under 18, showing that fall-inspired consumerism is a family affair – a chance for parents and kids to bond over products. such as Pumpkin Spice Latte or Pillsbury’s classic Halloween Shape Sugar Cookies. Similarly, more than four in five parents (82%) of children under 18 are at least somewhat enthusiastic about fall-themed products.
Excitement brings expense. More than eight in 10 (85%) parents of children under 18 say they are likely to purchase a limited-time offer this fall.
However, brands cannot take consumer excitement for granted. The link between excitement and spend is not inevitable if companies fail to demonstrate added value or price the wrong way. Especially in today’s inflationary economy, consumers are more price conscious and risk averse than ever before, so prices must be determined strategically and after considerable market research. Brands can’t be lazy about their fall lineups.
It can also be a mistake to artificially extend the “fall season” in an effort to capture more sales. When consumers start to perceive fall products as a cash grab for businesses, those sales may never happen. If the price is too high, most American adults would make no effort to buy them.
This may be because brands are launching these products too soon or customers view them as outdated. Three in five U.S. adults (60%) agree brands are launching fall products too soon, while more than half (56%) say they’re playing it off as companies tap into potential that’s already been tapped , and more.