Picture this: Crisp, clean air. Trees painted in shades of orange, yellow, and red. Pumpkins on front porches. The scent and crunch of leaves underfoot. Apple cider and cinnamon simmering on the stovetop. You’re cozy under a blanket, watching your favorite Halloween movie (Practical Magic, anyone?).
Fall naturally brings a sense of calm after the back-to-school rush and before the holiday season arrives. More than half of Americans say they’re happiest in the fall, making this season a prime time for emotionally resonant content. Brands can seize this opportunity to form deeper connections through nostalgia-driven marketing.
What is it about fall that evokes such strong emotions? As the days shorten and the weather cools, people turn to warm, inviting spaces—cozy blankets, hot drinks, and comfort foods. Fall is a time to slow down and enjoy simple pleasures often tied to childhood memories, family traditions, and that comforting feeling of “home.”
Fall is full of sensory cues—scents, tastes, and sounds—that transport us back to meaningful moments. Marketers who tap into these sensory triggers can create a lasting emotional impact, helping consumers feel connected to the season and, in turn, to the brands that evoke these feelings.
đź’ˇInsight: 50% of fall lovers say fall-inspired foods are their favorite part of the season
It’s clear nostalgia is especially powerful during the fall, and influencers know precisely how to use it to engage their followers. Whether they're sharing a recipe for their grandmother's apple crisp or posting pictures of their favorite fall decor, influencers bring their audiences into their personal fall experiences, from which social media users naturally want to take inspiration.
So, how can brands take all these fall vibes and turn them into emotionally engaging content for consumers?
Themes changing from summer to cozier autumn vibes allow brands to use emotional triggers to introduce their product into a new aesthetic and show these products can adjust to any season. Acorn’s strategy team dug into seasonal category trends for brands to consider in their fall marketing campaigns:
Aesthetic outdoor activities (Apple picking, hiking, pumpkin patches, picnics)
Beauty and fashion (layering, boots, chunky knitwear, leather, burgundy, plaid, fall sweets-inspired looks)
Food and recipes (potlucks, pumpkin spice, seasonal ingredients, warm dishes and beverages)
Home decor (earthy tones, candles and lanterns, throw blankets, cozy decor, holiday decor)
Holidays (Halloween, Day of the Dead, Thanksgiving, Friendsgiving, Black Friday, winter holiday prep)
By aligning content with these trends, brands can partner with influencers to create posts, ads, and campaigns that feel naturally in sync with the season's vibe—and catch the eyes and hearts of their audiences.
đź’ˇInsight: 73% of people participated in Halloween activities last year
The key to making fall content actually resonate with consumers is to go beyond showing seasonal items. Create a narrative around your product on social media that ties into fall memories or traditions. For example, a coffee brand can create a campaign around family gatherings on crisp mornings with their seasonal blends, while a candle company could focus on how their scents bring warmth and comfort to a cozy evening. By weaving your brand into these emotional stories, you create a deeper connection with social media users who associate your products with the best parts of fall.
đź’ˇInsight: Social media drew 5x more online traffic last holiday season compared to email and digital advertising combined.
Brands can nail emotional marketing in the fall through creative influencer partnerships. For instance, Acorn partnered with Pacific Northwest-based photographer Alex Ford to showcase how she uses Meguiar’s car care products from Walmart to get her truck in spic-span condition for fall camping. The sounds of birds chirping, the crunch of leaves, the spray and wipe of Waterless Wash and Wax on truck wheels, and the making of a whipped cream-topped drink on her tailgate after a cleaning job well done all tie together for a perfect picture of fall—making Meguiar’s a key part of the aesthetic.
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For a campaign with Angry Orchard, influencer Fiona Jordan shared her fall backyard aesthetic of Halloween music, a cozy campfire, and a crisp glass of hard cider, inspiring her audience to make their own magic in their backyards.
Fall nostalgia is no fleeting feeling. It's a powerful emotional driver brands can use to create deeper connections with their audience. Tap into the cozy, familiar atmosphere of the season and use sensory triggers and influencer authenticity to craft campaigns that resonate with audiences on a deeper, more personal level. As you gear up for your fall marketing campaigns, consider how emotional storytelling and nostalgia can transform your engagement strategy.
