“In the other gardens, And all up in the vale, From the autumn bonfires, See the smoke trail, Pleasant summer over, And all the summer flowers, The red fire blazes, The grey smoke towers.”
Yes, dear Foxy fans, we’re at that time of year again, courtesy of Robert Louis Stevenson, when the leaves are starting to drop, the wild berries are ready to pop, the harvest is coming in and… September is, according to the “experts”, the perfect time of year to start an affair.
In fact, for the umpteenth year running, our friends over at the cheaters’ paradise that is illicitEncounters.com have reported an early autumn surge in new memberships – and we are only six days in.
Now, apparently, this is a phenomenon which is increasingly being referred to as “Seasonal Amore Disorder”. (We don’t know by whom as it is the first time I have ever heard it!) Still, the reasons are said to be threefold: the comedown after the summer party season with all its highs and lows; science; and the way autumn uniquely lends itself to new romance.
Some wag from the site said: “Autumn is traditionally a tricky time for established couples, as the recent, steady roll-call of celebrity break-ups will attest. Summer time, with its busy social calendar comprising festivals, weddings and parties, makes it easier to prop up an ailing relationship in the ‘diluted’ company of friends.
“Long-term plans like booked summer holidays are best seen through, given the stress of cancelling. But once the summer hiatus is behind you and you have nothing left in the diary until Christmas, combined with the gloomy prospect of being cooped up with one another over these long, dark nights, couples experience a lull. This lull can cause many relationships to fizzle out or for a partner to seek something new to fill the excitement void.”
And it is actually backed by science, too. Studies suggest libidos are naturally higher in summer. Sunshine increases levels of serotonin and dopamine, both of which influence mood and arousal levels. Testosterone is boosted by light and we tend to dress in skimpier clothes. As autumn approaches, our bodies, so used to being ‘on alert’ are craving our next ‘feel-good dopamine fix.’ This unwanted comedown, for some, manifests itself in seeking new excitement…
So, what as ever has this got to do with marketing? Well, dear readers, naturally those who have “a bit on the side” have to buy two of everything, one for their partner, one for their partner in crime, making them a marketer’s dream. Get your data geeks to find out who they are and your sales could double overnight…
Follow Foxy on X and Instagram if you must, but don’t get too excited as I’m never there
