By Claire Heald BBC News Magazine Red falling leaves and warm cosy sofas - these are advertisers' new favourite things. After the 'Christmas in October' backlash, autumn is the latest marketing tool.
By Claire Heald BBC News Magazine Red falling leaves and warm cosy sofas - these are advertisers' new favourite things. After the 'Christmas in October' backlash, autumn is the latest marketing tool.
On billboards, across TV and in shops, autumn looms large. Covered in coloured leaves and seasonal shades, adverts detail the delights of crumpets, cushions or cider.
On billboards, across TV and in shops, autumn looms large. Covered in coloured leaves and seasonal shades, adverts detail the delights of crumpets, cushions or cider.
Autumn has always been an important season for fashion retailers, but now it is the latest theme to sell us all manner of goods and services, be it comfort food, furniture or days out.
Autumn has always been an important season for fashion retailers, but now it is the latest theme to sell us all manner of goods and services, be it comfort food, furniture or days out.
It's about British, heart-warming food that you can rub your tummy at Elaine Patton, Co-op "It's a good hook to hang a campaign on," says Gordon MacMillan, editor of Brand Republic. "Autumn is becoming a more signature part of the calendar to launch new campaigns.
It's about British, heart-warming food that you can rub your tummy at Elaine Patton, Co-op "It's a good hook to hang a campaign on," says Gordon MacMillan, editor of Brand Republic. "Autumn is becoming a more signature part of the calendar to launch new campaigns.
"It's a nice time of year with the changing environment, weather and leaves going. Fall is a big thing in the States and we are seeing that more here."
"It's a nice time of year with the changing environment, weather and leaves going. Fall is a big thing in the States and we are seeing that more here."
Walk into a supermarket and the message is clear - it is time to close the curtains and warm up with bangers and mash. In Co-op, autumn leaves decorate the windows and bedeck the shelves.
Walk into a supermarket and the message is clear - it is time to close the curtains and warm up with bangers and mash. In Co-op, autumn leaves decorate the windows and bedeck the shelves.
"It's about British, autumnal, heart-warming food that you can rub your tummy at, and feel happy and warm with the change of season," says co-op spokeswoman Elaine Patton.
"It's about British, autumnal, heart-warming food that you can rub your tummy at, and feel happy and warm with the change of season," says co-op spokeswoman Elaine Patton.
Harvest hook
Harvest hook
The drinks industry is celebrating "harvest time", with cider company Magners using a windfall-strewn orchard as the backdrop to its autumn promotion campaign.
The drinks industry is celebrating "harvest time", with cider company Magners using a windfall-strewn orchard as the backdrop to its autumn promotion campaign.
It's harvest time for MagnersThe link between apples, harvest and cider is obvious, but the season is a short push for their product and comes in contrast to its "put everything on ice" theme that proved successful over the summer. Instead of heading for a beachside bar, its new ad has happy 30-something cider drinkers piling into a wood-panelled gastropub.
It's harvest time for MagnersThe link between apples, harvest and cider is obvious, but the season is a short push for their product and comes in contrast to its "put everything on ice" theme that proved successful over the summer. Instead of heading for a beachside bar, its new ad has happy 30-something cider drinkers piling into a wood-panelled gastropub.
Likewise, furniture stores are promoting sofas to cosy-up on now the nights are drawing in. Even train companies are using autumn's turning leaves to advertise the frazzled parent's holy grail - a grand day out, on special offer.
Likewise, furniture stores are promoting sofas to cosy-up on now the nights are drawing in. Even train companies are using autumn's turning leaves to advertise the frazzled parent's holy grail - a grand day out, on special offer.
With a resurgence in domestic tourism under way, the Forestry Commission is encouraging Britons to visit its woodlands across the UK and adopt the Japanese practise of momijigari - watching the leaves change colour.
With a resurgence in domestic tourism under way, the Forestry Commission is encouraging Britons to visit its woodlands across the UK and adopt the Japanese practice of momijigari - watching the leaves change colour.
And, just as the US custom of sending Easter cards has been imported, so too are autumn cards appearing when the Christmas card list is a mere twinkle in the eye.
And, just as the US custom of sending Easter cards has been imported, so too are autumn cards appearing when the Christmas card list is a mere twinkle in the eye.
Novelty value
Novelty value
So why is autumn suddenly so popular?
So why is autumn suddenly so popular?
Season's greetingsMarketers are always looking for an event or theme to hang products on, a "trigger" to push sales if the pull of the product goes only so far, says Paul Cousins, director of Catalyst Marketing Consultants, which has worked with Asda, TK Maxx and food brands.
Season's greetingsMarketers are always looking for an event or theme to hang products on, a "trigger" to push sales if the pull of the product goes only so far, says Paul Cousins, director of Catalyst Marketing Consultants, which has worked with Asda, TK Maxx and food brands.
"If you're selling cards, a family may buy 15 birthday cards a year on average, until the marketing tells them 'There's Mothering Sunday, Valentine's day..."
"If you're selling cards, a family may buy 15 birthday cards a year on average, until the marketing tells them 'There's Mothering Sunday, Valentine's day..."
Is this part of a backlash against one of shoppers' top irritants - the early marketing of Christmas?
Is this part of a backlash against one of shoppers' top irritants - the early marketing of Christmas?
Unlikely. Christmas goods are already vying for space alongside Halloween garb in the supermarket aisles, and departments stores have opened their decoration grottos for business.
Unlikely. Christmas goods are already vying for space alongside Halloween garb in the supermarket aisles, and department stores have opened their decoration grottos for business.
More likely it is an effort to sell goods after the summer lull, when people are on holiday or too hot to shop. For the companies that end their financial year in December, it is a time to try and push profits to garner good figures for the final quarter.
More likely it is an effort to sell goods after the summer lull, when people are on holiday or too hot to shop. For the companies that end their financial year in December, it is a time to try and push profits to garner good figures for the final quarter.
And with autumn a particularly busy time in the natural world, there is a lot going on that can be appropriated for a marketing campaign. Coloured leaves. Cute animals and birds preparing for winter. Recognising the appeal all this holds, the BBC too has embraced the season by following its popular Springwatch with Autumnwatch, which concluded last week.
And with autumn a particularly busy time in the natural world, there is a lot going on that can be appropriated for a marketing campaign. Coloured leaves. Cute animals and birds preparing for winter. Recognising the appeal all this holds, the BBC too has embraced the season by following its popular Springwatch with Autumnwatch, which concluded last week.
Advertisers' droop
Advertisers' droop
There is a downside to making a product seasonal - witness the Christmas biscuit tins that languish on the shelves come Boxing Day.
There is a downside to making a product seasonal - witness the Christmas biscuit tins that languish on the shelves come Boxing Day.
"If you focus all your activity on a particular point in time, you become associated with that. Whereas something might be a better all year round product," says Mr Cousins.
"If you focus all your activity on a particular point in time, you become associated with that. Whereas something might be a better all year round product," says Mr Cousins.
Already the marketing calendar has almost as many themes as there are months in the year - the January detox, Valentine's Day, Mothering Sunday, Easter, Father's Day, summer barbecues, Back to School, Halloween, Christmas shopping... if we choose to buy in to it, where will it all end?
Already the marketing calendar has almost as many themes as there are months in the year - the January detox, Valentine's Day, Mothering Sunday, Easter, Father's Day, summer barbecues, Back to School, Halloween, Christmas shopping... if we choose to buy in to it, where will it all end?
Sales opportunities may be endless but the marketing men agree there is little room left.
Sales opportunities may be endless but the marketing men agree there is little room left.
"Months might be filled," says Mr Cousins. "But then, there's probably the odd week to pick up."
"Months might be filled," says Mr Cousins. "But then, there's probably the odd week to pick up."
Add your comments on this story, using the form below.
Add your comments on this story, using the form below.
I adore autumn. As the leaves change colour, and there is a slight mist and frost in the air in the early mornings, it is absolutely wonderful for walks in the parks and up into the mountains. Here in Switzerland the landscape is very similar to the UK, so I don't miss out on the perfect British autumn. It is good to see the retail industry finally acknowledging a fabulous season, even if it is for purely financial reasons, before the onslaught of Christams consumerism.Jay, Switzerland
I adore autumn. As the leaves change colour, and there is a slight mist and frost in the air in the early mornings, it is absolutely wonderful for walks in the parks and up into the mountains. Here in Switzerland the landscape is very similar to the UK, so I don't miss out on the perfect British autumn. It is good to see the retail industry finally acknowledging a fabulous season, even if it is for purely financial reasons, before the onslaught of Christams consumerism.Jay, Switzerland
After the various made-up days the card companies have created (Teacher's Day, Grandparent's Day, Boss's Day etc.), it's no surprise to see them trying to create yet another reason to send a card. The "It's the start of a new season" card is by far the most blatant of all. Why would anyone send a card just because one summer has gone and autumn has arrived? What next?DS, Bromley, England
After the various made-up days the card companies have created (Teacher's Day, Grandparent's Day, Boss's Day etc.), it's no surprise to see them trying to create yet another reason to send a card. The "It's the start of a new season" card is by far the most blatant of all. Why would anyone send a card just because one summer has gone and autumn has arrived? What next?DS, Bromley, England
I cannot stand the Christmas-in-October nonsense, so if the marketing people have to bang on about anything, autumn's as good as anything; at least it's truly seasonal.That said, I wish they'd all just give it a rest and leave us in peace. Really, what kind of idiot would send anyone an autumn card?!JA Booth, North Yorkshire, UK
I cannot stand the Christmas-in-October nonsense, so if the marketing people have to bang on about anything, autumn's as good as anything; at least it's truly seasonal.That said, I wish they'd all just give it a rest and leave us in peace. Really, what kind of idiot would send anyone an autumn card?!JA Booth, North Yorkshire, UK
Fine in theory, but they seem to have forgotten about global warming. I've still got the air conditioner on in my office, and it really doesn't feel like autumn yet.Adam, London, UK
Fine in theory, but they seem to have forgotten about global warming. I've still got the air conditioner on in my office, and it really doesn't feel like autumn yet.Adam, London, UK
