Now that the fall season is here, it’s hard to avoid the overwhelming presence of everything pumpkin spice. This leaves the question: what makes this marketing strategy so popular and successful among consumers?
Every fall, pumpkin spice takes over everything from coffee to candles. What started with Starbucks’ Pumpkin Spice Latte (PSL) in 2003 has since evolved into a multi-million dollar trend.
According to market insights, pumpkin spice is now valued at over $800 million in the U.S. and continues to rise. Companies release everything from snacks to fragrances each fall, capitalizing on the seasonal demand.
The key to pumpkin spice’s success is its scarcity. When something is only available for a limited time, people rush to get it before it’s gone.
However, this past year, Starbucks debuted its fall menu in August—earlier than ever before. According to CBS, the reason behind this was the company experiencing a slowdown in store traffic and a dip in sales.
Fall menus have proven to be a brilliant marketing strategy, relying on a guaranteed demand year after year. Stores like Starbucks benefit significantly from these promotions, which continue to generate significant profits.
Social media plays a huge role in keeping the trend alive. Instagram and TikTok are filled with photos of PSLs, pumpkin-themed recipes and fall décor.
However, many people have mixed opinions about the trend. Some dislike it due to its taste, while others are simply annoyed by how often they see it being advertised and marketed.
“I used to like it more when it wasn’t everywhere,” said HHS teacher Deanna Shepard. “I feel like it’s lost its luster.”
In addition to the original Pumpkin Spice Latte, new fall-themed drinks are constantly added to keep coffee lovers intrigued. This year, Starbucks introduced a new Pecan Oat Milk Latte, alongside other favorites like the Pumpkin Cream Chai, which has earned a permanent spot on the fall menu due to its popularity.
Much like the fall season, new items are also introduced during the winter holidays, keeping consumers excited for the next festive flavor.
“I look forward to new items being added during fall and winter every year,” said Junior Chloe Warren. “It’s the perfect way to celebrate the festive months.”
Whether you love it or hate it, pumpkin spice is here to stay. For some, it’s a seasonal tradition, while others are tired of the flavor overload. However, the combination of anticipation, limited-time items and social media presence ensures that pumpkin spice will continue to dominate fall for years to come.
