Eggnog before Thanksgiving? Shoppers eager for a new season scramble retail calendars

Inflationary-weary shoppers still may wait until the first weather snap to get a basic sweater. But when it comes to seasonal items, a growing number of consumers are increasingly wanting to jump on scents and flavors from Halloween to Christmas earlier and earlier. Stores of all stripes, from food retailers like Whole Foods Market and local regional grocery player Stew Leonard’s to Bath and Body Works, are throwing the official retail calendar out the window as a result. They’re pushing Halloween costumes in July, instead of September, and featuring eggnog starting in early November instead of only December.