Why Cosy Season Has Become Marketing Gold
From the end of August and throughout September, Autumn fever begins to spread online.
But it has become more than just a social media trend. Whether it’s picking out an autumnal candle from TK Maxx, venturing out to a pumpkin patch, or binge-watching the whole Gilmore Girls series again, “cosy season” has truly become a cultural phenomenon.
Walk into any retailer and you’ll see the evidence everywhere – even the cleaning aisles in B&M have become inundated with pumpkin scents, transforming the most mundane household products into seasonal must-haves.
The term “cosy season” itself has exploded in popularity in the last decade, and it’s reshaping how we think about autumn and how brands market to us during these ‘–ber’ months.
What is Cosy Season and why has it become so popular?
The UK’s growing obsession with Cosy Season is largely due to the adoption of American traditions and trends. Think pumpkin spice, pumpkin pie, toffee apples, Halloween, etc – these are all staples in the US and many UK brands have embraced this.
But what is cosy season? It’s not an official date in the calendar; cosy season is all about the comforting aura that autumn brings. It’s calming candles, oversized jumpers and hot drinks that make everything feel that little bit slower and softer.
In a time that often feels busy, cosy season offers a chance to slow down and enjoy the little things – and that’s exactly why it’s become so popular.
How are brands harnessing the power of Cosy Season?
Starbucks Pumpkin Spice Latte
We all know it’s officially autumn when Starbucks announces its pumpkin spice latte (PSL) is back on the menu – it’s basically an annual event at this point! And when Starbucks announced that the pumpkin spice latte was making its UK return on 28th August 2025, coffee lovers went into a frenzy.
Starbucks has really captured the taste and smell of autumn. That warm and spicy smell when you walk into a Starbucks, and the sip from that first PSL of the season triggers comfort and autumnal nostalgia, which is why people eagerly await its arrival each year.
It’s more than just a drink nowadays; it now marks the start of Autumn.
Marks and Spencer’s She’s Back and Let’s Go Autumn
From statement coats to gorgeous knitwear, and chocolate hues, Anna Braithwaite, M&S’s Marketing Director, said that this year’s Autumn collection has been created to fill their customers with the confidence to put themselves out there and embrace the Autumn season.
Marks and Spencer’s Autumn campaign consists of two adverts this year. The first ad of the campaign, ‘She’s Back’, is a little different from the other brand campaigns we’re highlighting in today’s blog, but we love it.
It shows a woman transitioning from summer to autumn, quite literally clearing out her warm-weather wardrobe to make room for the season ahead. She’s not just walking down the street, she’s owning it. The ad builds to a climactic moment on a bus where she confidently says ‘she’s back’ to the bus driver. It’s a powerful ad that frames autumn not as a time to cosy up and retreat, but as a time of renewal and empowerment.
The creator of the She’s Back advert shared that their vision for this ad was not only the idea of the September reset, but that there are also so many possibilities for fashion in Autumn. M&S’s collection is versatile and can move with you all season long.
The Let’s Go Autumn video is a little more in theme with what you’d expect in an Autumn campaign – a man and a woman in stylish coats are seen running through a pumpkin patch, trying to grab the same pumpkin. It’s a charming, lighter take that captures the spirit of autumn.
Wild Refill Autumn Scents
We had a scroll through Wild Refill’s Instagram feed and fell in love with their Cosy Season social campaign. Wild has become extremely popular in the UK market with its natural, vegan, and 100% biodegradable deodorant offering. But mix their eco-friendly ethos with some autumnal scents, and you get a community of customers who can’t get enough of it.
In 2021, they created a toffee apple scent, 2023 was pumpkin spice and vanilla (which is back again this year and already sold out, of course!), last year was autumn leaves, and this year they tied their announcement in with National Coffee Day and launched Caramel Latte.
Aligning their product drops with the change in season seems to keep their customers engaged with their brand, turning something as simple as applying deodorant into something more than just a daily ritual.
HomeSense Autumn Decor
HomeSense has become the unofficial HQ for cosy season decor, and they’ve achieved something many brands spend lots of time and money trying to create genuine, unpaid enthusiasm for their products.
We’ve already spotted this year’s lifestyle content creators’ “HomeSense hauls” showcasing their latest autumn finds – from chunky knit throws to pumpkin fragranced candles, and seasonal wreaths. What makes this so effective is the authenticity factor. These aren’t sponsored posts or paid partnerships – these are real customers who are genuinely excited about finding ways to transform their homes for autumn.
HomeSense’s success lies in understanding their customer perfectly: they stock exactly the kind of seasonal decor that customers are searching for, which naturally leads to social media content and word-of-mouth marketing that money can’t buy.
The Future of Cosy Season Marketing
The cosy season phenomenon shows no signs of slowing down. What started as social media aesthetics has evolved into a genuine cultural shift toward seasonal living. Brands that understand this aren’t just selling products – they’re selling an experience or a lifestyle.
The most successful cosy season campaigns recognise that consumers aren’t just buying pumpkin spice lattes or autumn candles – they’re buying into a feeling.
The lesson for marketers is clear: there’s enormous value in selling comfort and an authentic seasonal experience.
