A new ‘Summerween’ craze is sweeping the UK with Halloween-obsessed Brits celebrating the spooky October 31 celebration months early.
Researchers found more than 51,500 videos promoting the bizarre out of season festival on TikTok alone, with clips focused on Halloween barbecues, picnics, garden parties and summer costumes, with some posts attracting over 1.5million views.
Sainsbury’s clothing arm Tu.co.uk held the study after the budget fashion label experienced a surge in demand for pumpkin-themed togs at the end of last month.
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A spokeswoman said: “Pumpkin was the fourth most searched term last week and was the fifth most searched term two weeks ago.
(Image: Getty Images/iStockphoto)
“There’s a growing appetite for Halloween products out of season.
“Whether it’s due to the mixed summer weather or the launch of several new horror films, Brits are embracing this US trend and are getting in the spooky spirit three months early.”
The term “Summerween” originated on ‘Gravity Falls,’ an animated mystery TV series on the Disney Channel and now available on Disney+.
“It has absolutely blown up this year,” Miranda Enzor, 40, the publisher of Spooky Little Halloween, a quarterly magazine and website, told New York Times. “The online Halloween community started using it to Halloween-ify the other seasons and holidays.”
“What’s fun when it starts in the summer is to put a twist on color, a twist on the aesthetic, so it’s hitting those Halloween feels but it’s in keeping with the summer vibe,” said Toni Gabriele, 41, who, along with her friend Laurie Necco, 42, runs Ghost Girl Greetings, a company that sells Summerween-themed products.
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