Pumpkin spice has become a popular and polarizing flavor associated with fall, with consumers spending over $500 million on pumpkin spice products each year. The flavor, a blend of cinnamon, brown sugar, ginger, cloves, allspice, and nutmeg, evokes warm and fuzzy feelings of nostalgia. This deep imagery associated culturally with the pumpkin benefits pumpkin spice and has become an emblem of the fall season in America, appealing to a wide range of cultural backgrounds.
Starbucks played a significant role in popularizing pumpkin spice with the introduction of the pumpkin spice latte (PSL) in 2003. The PSL tapped into the imagery, romance, and positive affinity with the season, creating a product that combined novelty and familiarity. Many first-time fans had their initial taste of pumpkin spice at Starbucks, cementing the flavor’s popularity among consumers. The limited availability and seasonality of pumpkin spice create excitement and nostalgia, echoing back to traditional patterns of agriculture and seasonal cycles.
Pumpkin spice has been successful in ingratiating itself into American culture due to human nature, which seeks variety and stimulation. The flavor is a perfect combination of novelty and familiarity, satisfying consumers’ need for something new yet comforting. Brands have capitalized on pumpkin spice’s multi-sensory marketing, allowing consumers to taste the spice, smell the candles, and evoke old-timey feelings associated with fall. However, there is a risk of overextending the introduction of fall products earlier each year, potentially diminishing the special nature of pumpkin spice.
Pumpkin spice season has become a lifeline for Starbucks, with about 10% of the chain’s overall sales coming from seasonal staples like the PSL. Brands continue to invest in pumpkin spice to kick off the holiday season, the most lucrative time of year for sales across many industries. Despite the risk of over saturation, fans of pumpkin spice see fall as more of a lifestyle than a season, embracing the flavor even in hot weather. The sense of community and nostalgia associated with pumpkin spice has created a year-round following, particularly among women who share their fall-themed posts and experiences online.
The debate surrounding pumpkin spice continues, with some finding the flavor obnoxious and overdone, while others embrace it as a comforting reminder of childhood and family traditions. With its association with cozy fall feelings, pumpkin spice has transcended its humble gourd origins to become a cultural icon of the fall season in America. Whether through pumpkin spice lattes, baked goods, or scented candles, the flavor has a nostalgic appeal that resonates with consumers and continues to be a popular choice for the autumn season.