NEW YORK — With the arrival of autumn, many, like Samantha Kowalczyk, are already indulging in the tastes and scents of the upcoming holiday season. Living in Wilmington, Delaware, Kowalczyk revels in the flavors, from pumpkin spiced lattes as early as August to Halloween decorations going up in September. As the holiday season approaches, she eagerly anticipates the scents of cinnamon and sugar cookie candles mixing with her eggnog-flavored coffee, advocating that seasonal flavors and fragrances should be accessible throughout the entire year. There appears to be a growing sentiment among consumers who share her enthusiasm.

In line with this trend, various retailers, from Bath and Body Works to online holiday decoration supplier Balsam Hill, as well as Whole Foods Market and doughnut giant Krispy Kreme, are introducing their holiday merchandise ahead of the usual schedule. Driven by an uptick in customer demand, these stores are rolling out festive collections weeks ahead of the traditional November 1 kickoff for holiday shopping. While inflation tends to make some shoppers cautious about essential winter wear purchases until the chill sets in, many consumers are eager to seize early deals linked to seasonal events or special promotions.

“I want to embrace the season earlier and enjoy its aura for as long as possible,” Kowalczyk commented. “If it brings me joy, why should I have to wait to indulge in it?”

Clothing, food, and home goods retailers are adapting their timelines to capitalize on prolonged shopping opportunities. The urgency is magnified this year, as Thanksgiving falls on November 28, shortening the gap between the two major shopping events and pushing stores to entice bargain hunters even sooner. Analysts indicate that retailers are scrambling to adjust to this new reality.

Bath and Body Works provided its loyalty program members with early access to holiday-themed scents such as winter candy apple starting September 24, followed by a broader release to the public on September 30. This contrasts with last year’s schedule, when products were introduced later in October. Whole Foods also jumped the gun by offering its autumn flavors, including pumpkin spice pancake mix and seasonal beverages, within the first two weeks of September—earlier than the previous year. Starbucks has similarly advanced its fall menu launch to August 22, further proving the shift in retail timing.

Krispy Kreme has opted to sell Halloween-themed donuts all throughout October instead of just before the holiday. This shift also applies to other occasions, as noted by the company’s chief brand officer, Dave Skena, who mentioned that holiday-themed offerings for St. Patrick’s Day are now made available a week in advance rather than only on the day itself.

Walmart, the country’s biggest retailer, is also capitalizing on this change by promoting savings for Thanksgiving products starting on October 14, a noticeable advance from last year’s schedule. Similarly, Stew Leonard’s, a grocery chain with stores in the tri-state area, aims to sell chocolate turkeys throughout November, rather than confining them to Thanksgiving week, along with an early promotion of eggnog, which typically appeared in December.