Next week is 2025’s only Friday the 13th, aligning perfectly with the rapidly growing Summer-ween trend.
Friday the 13th is like Halloween’s stylish, slightly unhinged cousin who shows up early to stir the cauldron.
It gives brands the perfect excuse to start dipping into spooky vibes without fully committing to pumpkins and costumes just yet. (Although Jack-O-Lantern watermelons will be everywhere this year). It gives us a soft launch into the fall mindset: mischief without the skeleton overload.
Early Halloween shopping is on the rise according to a recent National Retail Federation survey, with 47% of survey participants beginning their shopping before October. (Just dip into Home Goods in July and you’ll see it in action).
Here’s how to use Friday the 13th to warm up your audience:
🧠 Psychological Priming for Holiday Shopping
Friday the 13th triggers thoughts of mystery, superstition, and playfulness, all hallmarks of Halloween. Once your audience’s brain shifts into “seasonal curiosity” mode, it becomes easier to start teasing your autumn collections, limited editions, or even holiday gift sets. People start subconsciously prepping for what's next - and your retail accounts will perk up and put in extra orders.
🛍️ Product Positioning Opportunities
It's an ideal time to:
Launch pre-fall drops (moody candle scents, dark nail colors, statement tees)
Introduce “luck” or “protection” themed products
Offer one-day-only flash sales (FOMO Built-in.)
📆 Seasonal Momentum Builder
Think of it as the first act in a three-part retail play:
Friday the 13th = Spooky Spark ✨
Halloween = Full Fall Festivity
Holiday Gifting = Peak Sales Season
Your audience gets drawn in by the fun, stays for the content, and starts mentally preparing their holiday lists.
It's especially smart for lifestyle, beauty, fashion, candle, and food brands to start building up buzz before competitors go full holiday ham.
If Christmas in July is a thing (as every great marketing manager knows) then Friday the 13th landing in June this year is an early gift that will keep on giving to the end of the year.
Who’s Into It?
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What’s Fueling the Trend?
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Whether you cross your fingers before a big launch or avoid opening umbrellas inside, superstitions are deeply rooted in culture, history, and our need to feel a little bit in control.
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Hop on the Friday the 13th Bus with These Ideas
🖤 Friday the 13th Marketing Magic: 13 Spellbinding Post Ideas for Lifestyle Brands
13 creative social media post ideas for lifestyle brands (candles, beauty, fashion, food, and decor) to turn Friday the 13th into a sales-boosting opportunity.
✨ Don’t be a Faceless Brand: Sign Up for Our Super Fun 30 Day Visibility Challenge
Carolyn Delacorte is the founder of Boxwood Co — a trailblazing PR + marketing firm that’s served lifestyle brands in the food, beauty, decor, and baby industries for more than 27 years.