Regardless of whether you are a summer or winter person, you have seen the hype that limited edition pumpkin spice drinks and Uggs get during the fall. For many, autumn is much more than a simple change in the leaves and crisp air. Autumn is “pumpkin spice season.” It is the time for anything flavored with nutmeg or girls’ nights strictly for carving pumpkins. While the change in weather is nice, many believe there are many more reasons to love fall. So what attracts people to participate in all the Autumn festivities? Why do people keep coming back for more every year? A local Starbucks worker, Io Manjarres said, “As a whole, the company is celebrating its 20th anniversary with pumpkin spice,” explaining how successful Starbucks has been in the fall industry.
A huge factor in the love of fall products is the nostalgia that comes with it. People are brought back to experiencing the holiday season as a kid, and memories of childhood fill their minds when they first sip a pumpkin spice latte. Alec Sencen, a Vernon Hills Starbucks employee, said “…not only is it familiar and brings [customers] back to when they were in school, or when it first came out 20 years ago, but also just good quality and, they know that they’re gonna get something good.” Nostalgia plays a huge role in why people are so drawn to these products. A sophomore at GCHS, Brooke Gulley, responded to RamsMedia’s survey about fall and said, “Any fall place I go brings nostalgic memories because it reminds me of when I was a kid.” Many of the responses to the survey showed that respondents are drawn to products such as the pumpkin Pillsbury cookies because of the memories attached to them. However, this nostalgic feeling is not the only thing that draws people back to the fall section of the store every year.
Social media influence and the knowledge that these products are limited edition creates a sense of FOMO (fear of missing out) and encourages people to engage in the business and consume fall products. Bella Schimpff, a freshman at Grayslake Central explained why she loves fall products and drinks and even expressed that they are superior to any other season products. The reason Schimpff spends more money during the fall is that “It’s seasonal so I want to get as much as I can before it’s gone,” said Schimpff. Besides the seasonal aspect, these fall products overall bring a different “vibe” to the consumer experience. Addison Greenfield, a pumpkin spice lover and freshman at GCHS said, “It is fall in a cup” when talking about what makes Starbucks fall drinks so special. Schimpff believes the general aesthetic of fall mixed with a pumpkin spice drink outdoes any other season’s peppermint mochas or holiday drinks. Schimpff said, “… you have to get a hot drink in winter, but in fall it’s good because you could get cold or hot.” The short gap before the temperature drops too low rushes many to enjoy their fall favorites.
gchsramsmedia Instagram, showing
what people spend money on during the
fall. Photo by Violet Rowe
Brands also remind customers of the limited time for seasonal items. Many businesses are promoting their products through social media,. “We have an Instagram so we try and post on that to be like, oh this is so exciting,” said Manjarres, a Grayslake Starbucks employee. This not only allows customers to stay connected with their local businesses but regularly reminds them of all the limited-edition items they have yet to try. As more brands release seasonal fall products, it becomes even more prevalent online. “ I think the bigger it gets, the more [Starbucks] makes it look like [they’re] really excited about it. You know, just really leaning into it,” said Manjarres. Brands see that customers react well to online marketing and use that to connect with them. The publicity of anything fall-flavored is far from outdated as the marketing gets stronger every year.
Whether one likes it or not, there is an obvious fan base for seasonal products, specifically autumnal. People have their own reasons to love fall and enjoy participating in fall trends during the season. Therefore, while fall-themed items may be the target of jokes by some people, fall comes around once a year should reward yourself with a Venti Pumpkin Spice Latte, or PSL to those that know, with extra sweet cream cold foam. Once fall is over you can go back to your flavorless coffees.
