I live in Southern California, where the heat of the summer actually begins in August and lasts well into October. So, California consumers are used to going from buying sunscreen to pumpkins in the space of a week. But that’s atypical for the rest of the country, where the standard “rules of retail” kick off the summer season in May and Halloween in September. But maybe those retail rules are antiquated. In June, I first noticed Pottery Barn marketing emails featuring ghosts and goblin...
