As August folds into September, a wave of Autumn fever begins to sweep through social media. Dahlias, fire pits, and alfresco entertaining gradually give way to open fires, “lamp o’clock,” and cosy nights in. What once started with a few casually placed bats and pumpkins has now evolved into a full-blown trend where you can sprinkle Autumn throughout every room in your home. Seasonal cushions announce the arrival of snuggle season, bedding demands a lie-in as the rain taps on the window, and even cookware tempts reluctant bakers to conjure up pumpkin pies.
The Growing Business of Autumn Homeware
There is no doubt that Autumn has become big business in homeware. Last year, George at Asda chose this season to unveil their interiors collaboration with the queen of home styling, Stacey Solomon. Meanwhile, Dunelm reported an 18% increase in sales, driven largely by its ‘Winter Warm’ ranges. Google searches for “Autumn Décor” or “Autumn Home” have increased by 75% in the last four years, with interest peaking at the end of August.
Historically, there’s always been a spike in home interest spending as the weather turns colder. The reasons are clear: we spend more time indoors, and the minor annoyances we’ve ignored all summer become full-blown irritations. As we become less social, preferring to curl up in front of the TV at weekends, our scrolling habits increase—and so does our susceptibility to influence. But beyond these surface-level behaviours, deeper psychological factors are at play. Ongoing uncertainty due to economic conditions and the lingering effects of the pandemic have led to a renewed focus on ego fulfilment and comfort in our homes as part of our personal brand. There’s also an evolutionary basis for preparing for the winter months, which historically involved gathering resources and securing the home. While modern life is far removed from these survival needs, the instinct to prepare for the colder season now manifests in behaviours like upgrading or improving the home.
Capitalising on Cosy Season: Tips for Lifestyle Brands
So, how can lifestyle brands use earned media to capitalise on the commercial opportunity that cosy season provides? Here are three top tips:
1. Lead with Emotion
Autumn is a time when we spend more on our homes because it makes us feel good. It’s essential that brands tap into this emotional connection. Product placement alone won’t cut it—brands need to clearly signpost how their offerings can enrich life at home and the value they add. Take, for example, our successful campaign with Brabantia, which didn’t just showcase products but highlighted how they contribute to family life.
2. Create Seamless Multichannel Content
In today’s digital landscape, ideas that live seamlessly across multiple channels are crucial. Whether it’s through influencer engagement, email marketing, or in-store experiences, your content should be consistent and cohesive. Consider how your brand’s story and message can be tailored to fit each platform while maintaining a unified theme that resonates with your audience.
3. Adopt a Social-First Approach
Interiors trends break online, often starting on social media before making their way into mainstream consumer behaviour. To stay relevant, your brand must monitor emerging trends in real-time and be ready to move quickly. A social-first strategy will ensure that your brand is not only part of the conversation but also leading it.
Seize the Season
Autumn is more than just a change in weather—it’s a significant business opportunity. By leading with emotion, creating seamless multichannel content, and staying ahead of social trends, lifestyle brands can not only meet but exceed consumer expectations during cosy season. If you’re ready to take your brand to the next level, let’s chat about how we can help you create impactful earned media campaigns that resonate with your audience.