This seems to have become a thing in the last few years. Basically it’s the ‘spirit of Halloween’ in the summer, usually from June. According to folklore in some cultures, midsummer is actually ‘spooky season’ so maybe that’s where it comes from.
I’ve seen some shops already have Halloween stuff in so maybe they’re getting on board with this. I like spooky stuff and anything cinnamon so seems quite fun to me.
I can imagine a lot of people scoffing at this, however!