The sordid history of how “spooky season” replaced good ol’ Halloween.
. And that’s what baffles me most of all. I can tell that spooky season adherents delight in using the phrase, and when they do, half the time they’re probably picturing it surrounded by cute tildes: ~spooky szn~. At best I can see how this is vaguely, uh, whimsical, but it seems unique as an internet joke in that I keep looking and failing to find what is so fun or funny about it; it’s like a joke where they left out the joke.
“I have seen it showing up in more marketing communications,” Wilton told me, remembering a recent press release he got from Baskin-Robbins touting their spooky season offerings. It fits in with a larger trend: “From a marketing standpoint, the corporate world’s trying to capitalize on Halloween longer and more if they can,” he said. In a quick search of my own inbox, I found that I’ve received 10 pitches from publicists containing the phrasethis year, up from four in 2020 and two in 2019.
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