There’s a notable shift in the way consumers shop once the fall season hits, and small business owners can use the insight to elevate their marketing efforts and boost end-of-year sales.

Here’s a look at fall consumer spending trends and tips on how to enhance marketing strategies to draw more customers to your small business this fall and winter.

Fall Consumer Splurges Create Sales Opportunities

For some consumers, fall means “splurging” a little, like enjoying more comfort food, buying seasonally spiced products or shopping for something extra for themselves, according to data.

Even while being practical about inflation and prices, there are consumers who treat themselves to small “luxuries" in the fall, like accessories, such as bag charms and beauty and wellness products and services, studies suggest.

Finding comfort in fall scents and spices is another trend expected to repeat itself this year.

“We know it’s about as basic as it comes, but if it’s pumpkin spice or cinnamon flavored, it sells more during fall,” says a post by the full-service creative agency Mad Genius. “It doesn’t even have to be edible, as candles with those scents also experience skyrocketing sales.” 

Marketing analysts advise small businesses to focus on promotions that resonate with fall consumer trends. 

For example, restaurants and cafes could add new comfort food or other seasonal items, or dessert or drink “treats.” Other retailers, including spas and salons, should identify and market products or services that speak to shoppers who want to indulge a little this fall.

“Consumers are looking for sort of these smaller splurges to really add personality, to give them a sense of enjoyment,” explains Brittany Steiger with the market research agency Mintel in a story on public media site Marketplace.

Accessories are among the popular go-to splurge during fall shopping, from bag key chains and small bags to jewelry.

If you’re a retailer that can add accessories to your inventory this fall, marketing experts say be sure to draw attention to these types of items, and to anything you sell that aligns with fall and winter holiday events and wardrobe updates. 

For businesses with physical stores, it’s important to strategically place accessories this fall, catching the eye of shoppers who may have come in for something else, such as the front of your shop and by checkout, advises Jessica Ramírez, cofounder of the retail insights and strategy firm Consumer Collective, in the Marketplace article. 

How Early Holiday Shopping Impacts Small Businesses

This is a well known trend that’s here to stay — consumers are looking for fall-timed bargains to buy holiday gifts.

A lot of holiday shoppers have come to count on fall sales events so small businesses need to be on point when it comes to marketing to consumers this fall, particularly given the pressures from the U.S. economy. 

Some consumers are “very focused on value, given absolute higher prices and more pressures on their wallet” right now, making them more discerning, explains Moody’s retail analyst Christina Boni in the Marketplace article.

If you sell clothing, think comfortable basics and timeless styles, advises Steiger in the story.

“As consumers are increasingly price sensitive, we see them also focusing more on versatility, so items that they can wear across multiple occasions,” she adds, according to the article by senior reporter Elizabeth Trovall.

Seasonal Events Drive Consumer Spending

Fall also marks a popular time for consumers to start refreshing their wardrobes to accommodate the change in temperature, and hyper-shopping for decorations and seasonally themed items for at-home and community holiday events, such as Halloween parties.

“What was once a single night of trick-or-treating has evolved into a multi-week season of decorating, dressing up and celebrating in neighborhoods across the country,” says the National Retail Federation.

According to the group, Halloween retail sales in the U.S. hit a record $13.1 billion last year.

“Three-quarters of American adults say they’re participating in Halloween activities — making it one of the most widely celebrated consumer events of the year,” says the NRF.

Small businesses that work to shift their marketing and even their products and services to align with fall consumer trends will attract more attention and sales.

“By introducing limited-time products or seasonal variations of existing products, you can capitalize on the excitement and urgency that seasonal changes bring,” says a post by Indianapolis-based NuMedia Marketing.

“This approach not only keeps your product lineup fresh and interesting but also appeals to customers looking for timely and relevant solutions,” writes Grace Engel.

For more on this topic, see Seasonal Marketing Lessons from Starbucks’ Pumpkin Spice Latte.