The Sagittarius Season — Flexibility, Adaptability, & Carpe Diem (Nov 22nd to Dec 21st)
As the sun enters the house of the ninth sign of the zodiac, the Sagittarius season is all about feeling mentally strong and carpe diem. This is the only mutable fire sign ruled by Jupiter, which acts as a catalyst to this season’s energy of flexibility, adaptability, and expression. It is the time to manifest what it is we have been in pursuit of, the energy to fuel your intention is there, and all it needs is action.
This time of year tends to be full of celebrations and travels to rejoin loved ones and with lots of gilts and glamour around us as we revel in the moment. No matter your zodiac sign, this season’s energy is passionate, joyous, but direct and outgoing, which makes it the time to identify true goals and desires and then make them a reality. While it is the moment to manifest, it is also the opportune time to let go of what is no longer serving you so that you may claim your new reality. In this light, now is the time for new connections through new experiences, adventures, and locations. This can be in the form of a day trip with a friend, approaching someone on holiday at a bar, or trying a new sport or hobby.
This season is also a time for opening the mind to broaden perspectives and new horizons and encouraging the act of learning, both in oneself and others. Be prepared to push your own limits, and test your own perceived boundaries, it’s not always to step out of your comfort zone, but the vibe of this season will facilitate your efforts and perhaps drive your ambition.
Sagittarius is the season for “go-getting” because it marks a time when people are motivated to accomplish their goals and work on their projects that had been put off for far too long. In this season, consumer behavior indicates that they know what they want, and nothing is going to stop them from getting it. The primary mindset to describe customer behavior is one that states: “we are already living the ideal version” of ourselves. Derived from this optimistic outlook is the willingness to experience new life and adventure. In a sense, it is a time that reminds us there is always something new to learn and experience.
Our cultural read for this season is that consumers are enthusiastic about life and full of energy, which aligns perfectly with new adventures and creativity. The three key markers are:
Highlighted in the captions for this season, we see the attributes of the Sagittarius season displayed. For instance, “SAGITTARIUS SEASON IS STARTING SOON I CAN FEEL MY FIRE SIGN BURN FOR ADVENTURE,” consumers want new experiences, and they want to visit new destinations in that very same spirit, “I’ve already begun searching for flights to Europe somebody stop me”. In the following caption, the essence of the motivational energy of this season can be observed: “just two days into Sagittarius season, and I’ve already adopted a cat on impulse, bought a giant feather shoulder piece on amazon for no real reason, and started seasoning a cast iron pan. We love chaos.” It’s also a time when customers are confident, “It’s Sagittarius season. I’m at my highest power this month. Beware.” Hence their behavior is to seek out experiences that improve their lives.
There is also an underlying need for consumers to be part of something bigger than themselves; seeking a sense of community and connection then takes a major step forward in terms of priorities. Therefore the buying behavior leans towards lux home wear, smart living, wearable tech, and immersive VR. So in order to best reach the public in this Sagittarius season, brands need to set a tone of “Whatever you want to accomplish, you can achieve it”. Help your audience see that their “greatest potential will always lie in moving forward and pushing boundaries,” so they should “Dream Big!” and manifest.
The brand implications are as follows:
There is a science to consumer behavior that is exhibited in each Astrological Season that is, for the most part, applicable to all people and brands. Better understanding the subtleties of each season in our Astrological Seasonal Trends (AST) series will allow brands to better engage and activate their customers by understanding their behaviors and desires.
Keep up with these Astrological Seasonal Trends to better understand behaviors, and stay tuned for our upcoming blog series (AST) that will break down each season’s insights.
Write to anurag.banerjee@quilt.ai for more insights about your favorite brands and market trends.
