By Izzy Lai, Banner Staff

Every year, as the leaves start changing color and the weather gets cooler, pumpkin spice products flood the shelves. The impulse buys are endless: pumpkin spice lattes, pumpkin spice candles, pumpkin spice deodorants, and even pumpkin spice dog treats. But is all this hype because pumpkin spice is a true seasonal staple, or is it simply the result of smart marketing? Spoiler alert: it’s mostly the latter.

An obsession with pumpkin spice started in 2003 when Starbucks released the first pumpkin spice latte. The drink took off not because it boasted a new groundbreaking flavor but because of how Starbucks managed to market the new item to target customers. The company instilled a sense of urgency in its buyers, claiming that it was a “limited-time” treat only available in the fall season. This strategy framed the drink as something people “had to have” rather than just a flavor that people truly craved.

Interestingly enough, after asking some of my peers about their take on pumpkin spice, most of them (myself included) don’t actually like the flavor at all. Aoife Keane ’27 told me, “Honestly, out of the few times I do buy the drink, I find myself buying it for the vibes. Pumpkin spice in the fall just feels right, you know?” Elena Toscani ’27 added, “My TikTok feed is always filled with those people who are lighting pumpkin spice candles and baking pumpkin-spiced cookies and all that. It’s like making gingerbread cookies or drinking hot chocolate during the Christmas season. You kinda just do it.” 

Want to know something? There’s actually no pumpkin in pumpkin spice. Not even a single drop of it. As the Forbes article “There’s No Pumpkin In Pumpkin Spice, And Here’s Why” states, “Pumpkin spice might not have any pumpkin in it, but pumpkin spice products must at least conjure daydreams of pumpkin pie to satisfy customers’ expectations. It’s not just a flavor; it’s an experience.” Pumpkin spice is really less about taste and more about opting into the coziness, fireplaces, and red leaves. Starbucks and food companies aren’t the only ones capitalizing on this fact. Just walk into Target during the fall season and you’ll be greeted by ordinary items with pumpkin spice flavor slapped onto their labels. If you can dream it, they’ll sell it. 

In the end, you’re not really buying pumpkin spice items for the actual pumpkin spice item; you’re buying into an aesthetic:  the coziness of fall. But whether you love or hate it, chances are, there’s no getting rid of it because nothing screams cozy fall vibes like a pumpkin spice latte does.