I’ve never had a pumpkin spice latte. It’s not because I have anything against the seasonal bestseller from Starbucks, which has become an unofficial herald of the fall, I just don’t need the extra calories. A “grande” (16 oz) hot pumpkin spice latte made with 2% milk has 390 calories – even more than a Starbucks chocolate croissant (300), pumpkin cream cheese muffin (350), or cinnamon coffee cake (380). That’s a lot of calories … for a “coffee”.

Clearly, I am in the minority. Heat warnings are sweeping the US, and yet Starbucks has announced that it is already offering its fall menu – which includes its pumpkin spice latte among other sweet and savory … coffees. And the move has raised some eyebrows, due to the timing. Halloween drinks before Labor Day? Is this what the world’s coming to?

And this is not just about coffee. It’s about another growing national trend – “Summerween”, a term that originated on the TV show Gravity Falls, and has now been jumped on by social media influencers and brands like Starbucks with the idea to “take summertime social gatherings – pool parties, barbecues, beach days – and combine them with Halloween decor, imagery and traditions”.

“Everyone defines it for themselves,” Bonnie Barton, a social media influencer from Texas told the New York Times. “But come June, especially when it gets super-hot, it does get you excited for the fall that’s to come after the hellscape. Nobody likes 100-degree days.” You think the fall will be the end of your hellscape, Bonnie? You do live in Texas, don’t you?

Summerween is going to trigger a lot of handwringing: whatever happened to living in the moment? Why not celebrate Christmas in July or Thanksgiving in June? Is it all part of our growing attention deficit issues? Are we so bored of summer after 10 minutes that it’s on to the next thing?

So how should businesses embrace this growing trend of celebrating and selling seasonal products way before the actual season arrives? I say: go for it!

So what if Starbucks is selling their Halloween drinks in August? Or that the Halloween party store in my neighborhood strip mall has already opened for business? Or that Costco has skeletons in its stores? Who cares if a shop wants to sell Christmas trees in July or have a special mid-year New Year celebration? Holidays are man-made creations. So are businesses. It’s all just sales and marketing. Society isn’t breaking down just because people want to enjoy an autumn drink in August. It’s just changing.

I’m not implying that Starbucks is the be all and end all when it comes to marketing. But I’m betting they’ve done their research. And if they’ve concluded that selling their holiday drinks earlier in the year will drive more product sales, then who are we to argue? Small businesses who also sell seasonal items should be considering the same strategy. There’s no law stating that the Christmas season begins on Thanksgiving. Or that the summer starts on Memorial Day. My smartest clients sell their products whenever there’s a willing buyer and will take the money whenever it’s offered.

Let’s not think too much about the psychological reasons behind why someone doesn’t want to enjoy the Fourth of July when it’s actually 4 July. I’ll still pass on the pumpkin spice latte, however. I’m not offended by the idea of drinking one in August. I’m just trying not to put on any more weight.