Consumers are increasingly investing in rituals and repeated practices—from Megan Thee Stallion's annual Hottieween Instagram posts to Seiko watch collecting to food advent calendars launching in September—that mark temporal boundaries and create predictable cultural moments. These practices are not about the object itself but about the ritual's permanence and the identity it confers on the participant. Brands are capitalizing on this by manufacturing ritualistic experiences and limited-time moments that demand cyclical engagement.