Autumn has become a favorite season on social media platforms like TikTok and Instagram, where content celebrating the season is abundant. People are sharing images and videos of autumn decorations, such as pumpkins and candles, as well as drinks with spicy flavors and clothing in earthy tones like brown and beige. Ines, who runs the account pumpkin.es on TikTok and Instagram, describes autumn as a comforting time that inspires creativity and crafts. She looks forward to cooler weather and less daylight, often rewatching popular series like Gilmore Girls or Harry Potter. Similarly, Mélody, a content creator focused on seasonal decorations, enjoys autumn for its relaxed vibe and the chance to engage in creative projects. Her home is filled with autumn-themed items such as pumpkins, leaves, squirrels, mushrooms, and candles. Dr. Armelle Rancillac, a neuroscience researcher at Inserm and the Collège de France, explains that autumn encourages people to slow down and take time for themselves, which can enhance creativity. She notes that the season is often linked to a feeling of change and a fresh start. Autumn also offers an opportunity for better sleep patterns, which can improve overall well-being, including emotional balance, learning, immune function, and heart health. The seasonal popularity of autumn is also helping businesses, especially in times of lower consumer spending. Retail experts say that brands are using autumn as a way to boost sales, creating a new period of commercial activity. The experience of lockdowns and partial restrictions has made people more focused on feeling comfortable at home, leading brands to highlight this trend. Social media creators play a key role in showcasing these products to their audiences. However, some challenges have emerged in France, where certain autumn-related products are running out of stock or being resold online at higher prices. This is partly due to the temporary nature of the season, which creates a sense of urgency, and a growing interest in unique or rare items.