Stores are selling Halloween stuff in August. Time has lost all meaning | Dave Schilling

Stores are already selling Halloween merchandise in August, a clear sign that the traditional boundaries of seasons are blurring due to capitalism and climate change. The writer, Dave Schilling, is outraged by this intrusion of spooky season into August, a month that should be a time for celebration before the start of the school year.

He laments the oppressive heatwaves that have engulfed his city, making it impossible to enjoy outdoor activities without succumbing to the wrath of mosquitoes. He questions the logic of putting out Halloween decorations when the weather is still sweltering and the risk of wildfires looms large. Schilling recognizes that big-box retailers are following the data and predicting a demand for Halloween products, even though it doesn't make logical sense.

He fears that the lines between holidays will become increasingly blurred, with no distinct markers for the passage of time. He finds solace in the idea of returning to the old-fashioned calendar, with Halloween beginning in late September, rather than being crammed into August. The writer concludes that perhaps it's time to embrace the new reality dictated by big data and analytics, and give in to the all-consuming forces of capitalism. For now, he can only take comfort in the imminent arrival of pumpkin spice season.