Why Are Sephora & Ulta Already Pushing Holiday Gift Sets?

Halloween is a month a way. We're not ready for this!

Hello Gorgeous!

As a beauty writer/editor I receive pitches months in advance of any holiday or event. So for instance, back in June I started getting some holiday pitches. It felt too early, summer hadn’t even started yet. There’s also almost an unwritten PR law that

holiday pitching usually starts in July. But it looks like the two biggest beauty retailers are shaking things up this year.

Unseasonable marketing pushes

Fall officially began earlier this week. You know what else started? Sephora and Ulta’s holiday promos.

Adding insult to injury, Ulta’s holiday preview page features this confusing call to action: “Find joy in the present.” Well, we’d like to. But retailers are pushing us to embrace the holiday retail madness more than 90 days before Christmas.

Then again, Summerween was a hot trend this year. This portmanteau of summer and Halloween had people carving jackomelons to decorate their early summer parties.

But back to Christmas in September.