Tapping into “cosy season” with simple seasonal wins for retailers.

As autumn arrives, bringing shorter days and colder nights, shoppers’ priorities shift, and the season plays a significant role in shaping retail trends. The concept of “cosy season” has become a driving force behind changing consumer behaviour, and offers a notable opportunity for retailers to tap into seasonal spending habits. 

In a recent study we ran, a remarkable one-third of women said that this is their favourite time of year. On social media, references to autumn and “cosy girl fall” start to pop up in August with the signature sepia aesthetic; it’s a time of year many people look forward to, plan for and shop for as its popularity grows. 

Consumers getting cosy: steady spending on non-essentials

Characterised by a desire for comfort and warmth, this time of year sees consumer behaviours change. They start to trade going out for staying in, prioritising purchases like soft furnishings, candles, and seasonal homewares to transform their spaces into personal sanctuaries — often with a focus on personal wellness. 

BBC reports consumers spending hundreds of pounds getting their homes ready for Autumn, adding to their seasonal decoration collections every year. Retailers specialising in these categories, like Dunelm, have reported strong sales during 2025 by offering affordable themed products in the face of ongoing cost-of-living pressures.

Celebrity collabs and themed homeware: smart brands are leaning in

You’ll have seen retailers promoting seasonal collabs (ASDA x Stacey Solomon’s autumn and Halloween range, for example), capitalising on cosy season’s popularity. Significantly, 13% of those we surveyed have already bought items from an autumnal celebrity collab, while 24% of the women we surveyed had bought seasonal-themed blankets, throws or cushions — proving how valuable tailoring your products to the season is. Case in point: my 9 year old daughter has already asked for a Boo Basket (IYKYK) this year.

In 2025, the cost-of-living crisis is still influencing purchasing decisions, but consumer sentiment is slowly improving. According to Barclays’ 10 years of Spend report, non-essential spending has held strong at 53 per cent from 2015 to now, and stood at 56 per cent in May 2025.

This shift is encouraging more spending on affordable home comforts, a hallmark of cosy season, as shoppers seek to balance value with the desire for warmth and comfort in their living environments. 

A further 22% of those we surveyed had also recently changed household fragrances to match the new season — proving our point again. This is a real opportunity for range extensions and increasing sales without completely new product development. 

Before the leaves turn: capturing early seasonal spending

The colder weather seems to have started a little earlier this year, meaning in-store footfall has taken a nosedive, and slow cooker recipes are already off to a strong start. According to our survey, 27% of women are looking to incorporate slow cooker recipes into their diet — a fantastic opportunity for grocery brands to step in and help shoppers eat well throughout the “BER” months. 

In observing an earlier start for promotion calendars, brands can help shoppers start the season off right before it’s even begun, getting excited and prepped for autumn well before the leaves start to turn.

Focusing on the experiential is also a key strategy for retailers to leverage this time of year, creating an immersive and enticing shopping environment both online and in-store to help capture early seasonal spending. For instance, brands like Homesense and Hobbycraft are notorious for capitalising on the time of year, and their in-store displays always reflect the changing seasons.  

Ultimately, cosy season doesn’t just herald a change in consumer behaviour and needs, but also represents an opportunity for retailers to tap into that heightened demand for small (pumpkin spiced) indulgences. Through themed lines, immersive retail experiences and clever collabs, retailers can cater to the evolving needs of financially cautious (yet experience-driven) UK consumers. 

For more insights on how brands can keep shoppers engaged in 2025, get in touch via r.holdsworth@trinitymcqueen.com.