Starbucks launched its Pumpkin Spice Latte before Labor Day, Doc Martens’ yellow stitching now outlines open-toed shoes, and Ugg wants to stay in consumer’s closets year-round. In retail, seasonality has become a suggestion. Ugg, which rose to fame for its collection of fur boots, places its new line of Mary Janes and sandals in the first warm days of the season in its global campaign “Bring Spring Energy." Made alongside agency Young Hero, the spot which launched this month features musician HANNI and her friends, who all romp around in the sun while sporting the collection.

Traditional in-store activations tied to events like Black Friday are becoming increasingly crowded and predictable. To connect more meaningfully with consumers, brands are rethinking the retail calendar to engage shoppers year-round.