Document Type

Paper

Publication Date

10-2025

Abstract

The ingredients of pumpkin spice may only be a mix of cinnamon, nutmeg, ginger, allspice, and cloves, however it has transcended the sum of its parts to become a cultural touchstone and important part of fall product branding for companies. Its ubiquity arguably began in 2003 with the introduction of “Pumpkin Spice Latte” at Starbucks (Nosowitz, 2022). From simple lattes to more absurd pumpkin spice offerings (including deodorant and bathroom tissue), the world has entered its second decade of pumpkin spice being top of mind at the arrival of autumn. 2025, however, presents potential challenges associated with trend continuation. Immediately after the pandemic, communal gatherings for shared consumption experiences generated energy and excitement from consumers (Choi, J., Luo, Y., & Benton, B., 2022). With that context fading, pumpkin spice’s role in the perceived renewal of shared public connection may be fading, as well. Additionally, price increases associated with food and beverages may make purchases such as “PSL” seem unnecessarily extravagent and potentially overpriced. Cumulatively, evaluation of the ongoing discourse around pumpkin spice in the online space merits continued scrutiny, especially in periods of change and transition.

Comments

This annual study is launched in connection with national Pumpkin Spice Day on October 1, 2025.

Publisher

Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication

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