Pumpkin spice is back! Here's why we love it so much
Yes - pumpkin spice is delicous. But there is also some science behind why we love this famous fall treat.
August is coming to a close, and fall is just around the corner.
The sights and sounds of the upcoming season tend to bring about those warm and fuzzy feelings that fell by the wayside during the summer months.
Starbucks' wildly popular pumpkin spice latte (PSL) has returned, kicking off what the company calls "the unofficial start of the fall season."
Humidity and warmth are typical this time of year, which may make the PSL rollout feel ill-timed. But un-fall-like weather is unlikely to put a dent in sales.
So what is it about this spice that makes us want to put on a toque and flannel weeks before summer comes to a close?
The start of a new season
One reason we love PSLs is because we associate the drink with the start of a new season and all the memories attached to it.
According to Dartmouth sociology professor Kathryn Lively, many of us link autumn to fun milestones.
As children, we connect fall and “fresh starts," like going back to school and seeing friends.
As adults, some of us take our morning coffee with a heavy dose of nostalgia and a side of pumpkin spice.
Launched in 2003, the infamous PSL has become a cultural icon, often appearing on the Starbucks menu 1-2 weeks before labour day.
In 2019, CNBC reported reported the PSL is the most popular seasonal treat at Starbucks, with more than 424 million drinks sold worldwide.
The PSL's reach goes beyond Starbucks, igniting a persistent, ever-growing trend. Year after year, more and more pumpkin-spiced products make their way onto store shelves from several brands, covering everything from marshmallows to pretzels to salsa.
The marketing factor
Pumpkin spice lattes are staunchly a fall product, with the Starbucks drink only available for a few short months, usually winding down around the holidays.
Ditto for the crush of related products, which tend to fade from our minds after American Thanksgiving in November.
When a product is only available for a limited amount of time, it builds a sense of urgency and hype, which can translate into bigger sales.
That - combined with the fact that nostalgia can be an effective marketing tool - is why the PSL's popularity is unlikely to fade anytime soon.
Something to look forward to
Another reason we love the PSL: People are hard-wired to look forward to things.
A 2015 study found having good things to get excited about reduces stress and boosts our mood.
So order those fall-flavoured drinks and light your apple pie candles - it looks like fall is coming to town early.
This report was produced by Lia Nardone, April Walker, and Cheryl Santa Maria. Thumbnail image courtesy of Heidi Kaden/Unsplash.
