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  • Writer's pictureJonas Bateman

Unveiling the Pumpkin Spice Magic: A Deep Dive into the Economics and Emotions Behind the Phenomenon

Updated: Sep 16, 2023


pumpkin and a coffee cup


Ladies and gentlemen, caffeine aficionados and flavor enthusiasts gather ‘round because we’re about to embark on a journey that delves deep into the enigmatic world of pumpkin spice lattes — the iconic PSL.



From its humble debut in 2003 to becoming a seasonal sensation that’s raked in a whopping $511 million industry by 2019, we’re diving into the heart of what makes the pumpkin spice latte phenomenon tick, combining economics, emotions, and some real-world examples to light up the story.



Picture this: It’s 2003, and Starbucks drops a bombshell on the beverage scene with the pumpkin spice latte. Fast forward to the present day, and this scrumptious concoction has emerged as Starbucks’ crown jewel among seasonal drinks. Over 600 million PSLs have been guzzled down since its inception, a figure that’s enough to turn any ordinary espresso into a rich, aromatic brew of success.



Not to be outdone, other coffee chains jumped on the pumpkin spice bandwagon, riding its aromatic coattails to caffeinated fame.


But hold onto your coffee cups, because the pumpkin spice magic didn’t stop at lattes. It infiltrated every nook and cranny of our gastronomic landscape — from ice creams and craft beers to baked goods and even pet treats.


Nielsen data confirms the pumpkin spice industry’s surge, swelling to a jaw-dropping $511 million in 2019 alone, a 4.7% jump from the preceding year. The question beckons: What’s driving this pumpkin-spiced pandemonium?


The answer, my friends, lies in the intersection of basic economics and human emotions. The allure of the PSL isn’t just about its flavor; it’s about the anticipation, the emotional connections, and the thrill of limited availability. Let’s break it down into bite-sized pieces.



pumpkin spice bulletin board

Anticipation and Scarcity: The Economics Behind the Obsession


Jadrian Wooten, an economics guru from Virginia Tech, sums it up succinctly: it’s “very simple economics.” Here’s the deal: If pumpkin spice lattes were available year-round, the frenzy would fizzle out faster than a sparkler on the Fourth of July.



It’s all about the scarcity principle — the rarer something is, the more we desire it. Companies are the puppet masters of this dance, serving up the PSL when our cravings are at their peak and then yanking it away like a magician’s trick, leaving us clamoring for more.


Think about it. That first PSL of the season is like reconnecting with an old friend — the aroma, the taste, the cozy vibes of fall enveloping you in a warm embrace. But as the season rolls on, that initial magic fades. It’s like your favorite song on repeat — it’s catchy at first, but eventually, it becomes background noise.




Enter marginal analysis, a concept that’s at play when we decide whether to indulge in an extra serving of our beloved pumpkin spice latte. It’s a balancing act between the joy we derive from that sip and the price we pay for it. If the happiness quotient tips the scale, we’re diving headfirst into the pumpkin-flavored goodness.


But here’s where it gets interesting. As we indulge more, that blissful feeling starts to dwindle. It’s the law of diminishing returns — the more you have, the less satisfied you become.




Whether it’s pizza or semiconductors, the rule holds true, and the pumpkin spice latte is no exception. That first cup is electrifying, an experience that sends shivers down your spine. Yet, with each subsequent sip, the excitement wanes. It’s like attending a concert — the first encore is exhilarating, but after a while, even your favorite tune loses its edge.


business man


Emotions on the Menu: Why It’s More Than Just Flavor


Now, let’s talk about emotions. We’re not just slurping up lattes; we’re indulging in a whirlwind of feelings. A marketing wizard named Bruce Clark tells us that seasonal products like the PSL tap into our emotions, creating an intimate link between the beverage and the season itself. It’s not merely about the flavor; it’s about the memories, the nostalgia, and the associations we’ve built over time.



Imagine sipping a PSL in late August or September. It’s like an autumnal symphony playing in your mouth, triggering memories of cozy evenings, colorful leaves, and the comforting embrace of a chunky sweater.


That’s the power of emotional marketing — tying a product to an experience that resonates with our hearts. It’s not just a latte; it’s a cup full of cherished moments.


But here’s the delicate balance these companies have to master. They need to serve up the pumpkin spice goodness at the right time, just as the anticipation reaches its zenith. Roll it out too early, and you risk what marketers call “seasonal creep.”



It’s like hanging up Christmas lights in July — it might earn you a few puzzled glances. It’s all about creating the perfect recipe of scarcity, anticipation, and emotional connection.


In the grand tapestry of consumer behavior, the pumpkin spice latte phenomenon stands as a shining example of how businesses understand the human psyche. By capitalizing on our craving for rarity, harnessing our emotions, and orchestrating the timing to perfection, they’ve turned a simple drink into a cultural craze.



So, my caffeine comrades, as you savor that first pumpkin spice latte of the season, remember that you’re not just enjoying a beverage — you’re immersing yourself in a symphony of economics and emotions.



From the first sip to the last, from the peak of anticipation to the comfort of nostalgia, the pumpkin spice latte embodies the dance between desire and satisfaction. Just like a catchy tune, savor it while it lasts, for soon enough, the melody will change, and a new sensation will sweep us off our feet.


woman drinking coffee


P.S. National Pumpkin Spice Day is not to be confused with National Pumpkin Day, which is celebrated on October 26th. National Pumpkin Day is a day to celebrate the pumpkin itself, while National Pumpkin Spice Day is a day to celebrate the delicious blend of spices that is often used in pumpkin-flavored foods and drinks.



Until then, stay caffeinated and embrace the magic that’s brewed into every cup.


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