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It's somehow pumpkin spice season already. Why fall vibes are here earlier than ever

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It's somehow pumpkin spice season already. Why fall vibes are here earlier than ever

People browse Halloween displays at Lowe’s Home Improvement hardware store in East Rutherford, N.J., on Aug. 30, 2023.

Ted Shaffrey/AP


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Ted Shaffrey/AP

Summer is weeks from being over, but ghosts, goblins and pumpkin spice lattes are here once again.

“Summerween” is that time of the year when big-box retailers start to promote all things sweater weather even though shorts and flip-flops are still in season.

It’s been a trend for a while now. But this year, fall and Halloween-related goods are appearing earlier than ever.

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Home Depot was considered the first major retailer to launch Halloween merchandise with an online campaign that began in April — six months before the actual holiday. Lowe’s, Party City and Michaels all started to sell some of their spooky season items online in June, earlier than in previous years.

And on Thursday, Starbucks began serving its iconic pumpkin spice latte and apple spiced seasonal drinks in the coffee chain’s earliest rollout yet. So what’s causing the fall spell?

A Halloween comeback

Marketing experts say retailers typically seek early holiday promotions to prevent unsold inventory or to beat their competitors to the punch. They say the early launches are also a sign that consumer demands are changing, especially since COVID.

Lowe’s, Michaels and Party City all attributed growing customer demand as a reason for their early rollouts. Home Depot similarly told NPR that a big driver of their “Halfway to Halloween Sale” was early interest from Halloween superfans, adding that several items from their April sale were quickly sold out.

That’s not surprising to Peter Fader, a marketing professor at the Wharton School of the University of Pennsylvania.

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“When I was in college, the idea of doing anything for Halloween would have been appalling,” he said. “But if you look at college students today, they embrace Halloween.”

According to Fader, Halloween is no longer viewed as a children’s holiday or just about trick-or-treating. Instead, it’s increasingly popular among adults, and that enthusiasm magnified after the COVID shutdowns.

In the few years before and into the start of the pandemic, Halloween spending was declining in the U.S., from $9.1 billion in 2017 to $8 billion in 2020. Fast forward to 2023, and shoppers in the U.S. spent a record $12.2 billion on Halloween goods, according to projections from the National Retail Federation.

Fader attributes some of the attitude shifts to the seasonal retailer Spirit Halloween, which has become a staple associated with fall itself. Part of the store’s popularity is how its costumes and other merchandise continue to stay culturally relevant.

“I think it really opened the door, legitimized it, and made it more than just for little kids,” he said.

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Can retailers be too early with their early rollouts?

George John, a marketing professor at the University of Minnesota’s Carlson School of Management, says these early rollouts also have a better chance of being successful now — compared to 20 years ago — thanks to consumer data and online shopping.

“They now have bigger and better ways to slice and dice who’s buying what and when they buy it. And therefore, [they] have a better ability to run promotions that are more targeted,” he said. As the ability to use data has increased, therefore the temptation to use it has increased.”

But John added that even with more sophisticated data on consumer trends, retailers can still be at risk of being too early and can diminish a sense of urgency.

“If they just stretch every darned holiday out to being a season, it just loses its meaning and it loses its intensity,” he said.

Fader also believes it’s possible for retailers to be “too early” on the fall and Halloween bandwagon. He added that dropping merchandise prematurely can hurt companies’ bottom line.

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“There could be merchandising issues,” he said. “If you’re taking some stuff off the shelf and putting things on the shelf that people don’t want at that time, you’re only hurting yourself.”

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Mundane, magic, maybe both — a new book explores ‘The Writer’s Room’

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Mundane, magic, maybe both — a new book explores ‘The Writer’s Room’

There’s a three-story house in Baltimore that looks a bit imposing. You walk up the stone steps before even getting up to the porch, and then you enter the door and you’re greeted with a glass case of literary awards. It’s The Clifton House, formerly home of Lucille Clifton.

The National Book Award-winning poet lived there with her husband, Fred, starting in 1967 until the bank foreclosed on the house in 1980. Clifton’s daughter, Sidney Clifton, has since revived the house and turned it into a cultural hub, hosting artists, readings, workshops and more. But even during a February visit, in the mid-afternoon with no organized events on, the house feels full.

The corner of Lucille Clifton's bedroom, where she would wake up and write in the mornings

The corner of Lucille Clifton’s bedroom, where she would wake up and write in the mornings

Andrew Limbong/NPR


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“There’s a presence here,” Clifton House Executive Director Joël Díaz told me. “There’s a presence here that sits at attention.”

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Sometimes, rooms where famous writers worked can be places of ineffable magic. Other times, they can just be rooms.

The Writer’s Room: The Hidden Worlds That Shape the Books We Love

Princeton University Press

Katie da Cunha Lewin is the author of the new book, The Writer’s Room: The Hidden Worlds That Shape the Books We Love, which explores the appeal of these rooms. Lewin is a big Virginia Woolf fan, and the very first place Lewin visited working on the book was Monk’s House — Woolf’s summer home in Sussex, England. On the way there, there were dreams of seeing Woolf’s desk, of retracing Woolf’s steps and imagining what her creative process would feel like. It turned out to be a bit of a disappointment for Lewin — everything interesting was behind glass, she said. Still, in the book Lewin writes about how she took a picture of the room and saved it on her phone, going back to check it and re-check it, “in the hope it would allow me some of its magic.”

Let’s be real, writing is a little boring. Unlike a band on fire in the recording studio, or a painter possessed in their studio, the visual image of a writer sitting at a desk click-clacking away at a keyboard or scribbling on a piece of paper isn’t particularly exciting. And yet, the myth of the writer’s room continues to enrapture us. You can head to Massachusetts to see where Louisa May Alcott wrote Little Women. Or go down to Florida to visit the home of Zora Neale Hurston. Or book a stay at the Scott & Zelda Fitzgerald Museum in Alabama, where the famous couple lived for a time. But what, exactly, is the draw?

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Lewin said in an interview that whenever she was at a book event or an author reading, an audience question about the writer’s writing space came up. And yes, some of this is basic fan-driven curiosity. But also “it started to occur to me that it was a central mystery about writing, as if writing is a magic thing that just happens rather than actually labor,” she said.

In a lot of ways, the book is a debunking of the myths we’re presented about writers in their rooms. She writes about the types of writers who couldn’t lock themselves in an office for hours on end, and instead had to find moments in-between to work on their art. She covers the writers who make a big show of their rooms, as a way to seem more writerly. She writes about writers who have had their homes and rooms preserved, versus the ones whose rooms have been lost to time and new real estate developments. The central argument of the book is that there is no magic formula to writing — that there is no daily to-do list to follow, no just-right office chair to buy in order to become a writer. You just have to write.

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Bruce Johnston Retiring From The Beach Boys After 61 Years

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Bruce Johnston Retiring From The Beach Boys After 61 Years

Bruce Johnston
I’m Riding My Last Wave With The Beach Boys

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On the brink of death, a woman is saved by a stranger and his family

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On the brink of death, a woman is saved by a stranger and his family

In 1982, Jean Muenchrath was injured in a mountaineering accident and on the brink of death when a stranger and his family went out of their way to save her life.

Jean Muenchrath


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Jean Muenchrath

In early May 1982, Jean Muenchrath and her boyfriend set out on a mountaineering trip in the Sierra Nevada, a mountain range in California. They had done many backcountry trips in the area before, so the terrain was somewhat familiar to both of them. But after they reached one of the summits, a violent storm swept in. It began to snow heavily, and soon the pair was engulfed in a blizzard, with thunder and lightning reverberating around them.

“Getting struck and killed by lightning was a real possibility since we were the highest thing around for miles and lightning was striking all around us,” Muenchrath said.

To reach safer ground, they decided to abandon their plan of taking a trail back. Instead, using their ice axes, they climbed down the face of the mountain through steep and icy snow chutes.

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They were both skilled at this type of descent, but at one particularly difficult part of the route, Muenchrath slipped and tumbled over 100 feet down the rocky mountain face. She barely survived the fall and suffered life-threatening injuries.

This was before cellular or satellite phones, so calling for help wasn’t an option. The couple was forced to hike through deep snow back to the trailhead. Once they arrived, Muenchrath collapsed in the parking lot. It had been five days since she’d fallen.

 ”My clothes were bloody. I had multiple fractures in my spine and pelvis, a head injury and gangrene from a deep wound,” Muenchrath said.

Not long after they reached the trailhead parking lot, a car pulled in. A man was driving, with his wife in the passenger seat and their baby in the back. As soon as the man saw Muenchrath’s condition, he ran over to help.

 ”He gently stroked my head, and he held my face [and] reassured me by saying something like, ‘You’re going to be OK now. I’ll be right back to get you,’” Muenchrath remembered.

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For the first time in days, her panic began to lift.

“My unsung hero gave me hope that I’d reach a hospital and I’d survive. He took away my fears.”

Within a few minutes, the man had unpacked his car. His wife agreed to stay back in the parking lot with their baby in order to make room for Muenchrath, her boyfriend and their backpacks.

The man drove them to a nearby town so that the couple could get medical treatment.

“I remember looking into the eyes of my unsung hero as he carried me into the emergency room in Lone Pine, California. I was so weak, I couldn’t find the words to express the gratitude I felt in my heart.”

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The gratitude she felt that day only grew. Now, nearly 45 years later, she still thinks about the man and his family.

 ”He gave me the gift of allowing me to live my life and my dreams,” Muenchrath said.

At some point along the way, the man gave Muenchrath his contact information. But in the chaos of the day, she lost it and has never been able to find him.

 ”If I knew where my unsung hero was today, I would fly across the country to meet him again. I’d hug him, buy him a meal and tell him how much he continues to mean to me by saving my life. Wherever you are, I say thank you from the depths of my being.”

My Unsung Hero is also a podcast — new episodes are released every Tuesday. To share the story of your unsung hero with the Hidden Brain team, record a voice memo on your phone and send it to myunsunghero@hiddenbrain.org.

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