Fall begins on Saturday, Sept. 23, and four out of 10 U.S. residents couldn’t be happier. That’s right: According to a 2022 Morning Consult survey of more than 2,000 Americans, 41% named fall as their favorite season.
Spring and summer tied for second place, with 24% each, and winter (perhaps not surprisingly) garnered only 11%. Women, Midwesterners and Southerners, and Gen X were the biggest fans of fall; interestingly, Gen Z is the only demographic to like winter second-best.
What contributes to fall’s popularity? Sociologically speaking, the season is associated with many temporal landmarks, sociologist Kathryn Lively told HuffPost. Temporal landmarks are significant dates such as birthdays, holidays and other events that structure perceptions of time.
Fall birthdays are commonplace in the U.S., and events such as the start of school, Halloween, Thanksgiving and even homecoming provide people with fond memories that carry through to the annual change of seasons.
Survey respondents listed any number of justifications for their fall fandom. Almost two-thirds of those who named it as their favorite season (63%) said they enjoy seeing the leaves change color; more than half (58%) highlighted the Thanksgiving holiday.
Fall’s crisper weather (56%), fall foods (50%) and fall clothing (44%) also made the list, followed by Halloween (41%) and football (37%). In a poke at pumpkin spice lattés, only 32% named fall-inspired beverages.
But it’s more likely that positive emotions and memories drive people’s feelings for fall. More than two-thirds of those surveyed said they feel “happy,” “content,” “excited,” “optimistic” and “nostalgic” in autumn. It’s a time for people to turn to comforts like sweaters and a hearty meal.
As you get your fall #clothing out this year, take stock of what you really need and wear, and #donate any extras to ClothingDonations.org. You’ll be sharing those good fall feelings with #veterans nationwide.