The Origin of the Pumpkin Spice Craze
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As the weather gets colder and the leaves begin changing color, people flock to celebrate autumn with seasonal fads. Scents and flavors like cinnamon and apple are cherished during the fall, but pumpkin spice is undoubtedly the most popular fall staple. Seen in everything from body scrubs to drinks, there’s no denying the influence pumpkin spice has over popular culture and the coveted season. However, this fall favorite was perceived as obscure to the general public only a few decades ago.
The first instance of pumpkin spice sold commercially was in 1934 by McCormick to make seasoning pumpkin spice-flavored food and desserts more efficient. However, the new product didn’t see a significant rise in popularity until the early 90s when consumers began adding the spice to their daily coffee. Still, mainstream attention only began in 2003, when Starbucks first released its Pumpkin Spice Latte on its annual fall menu. The rollout of this new drink flavor jump-started the pumpkin spice with millions anticipating fall item release dates and posting aesthetic pictures of themselves with their lattes. Brands like Bath and Body Works now await the fall season anticipating the demand for fall body mists and scrubs, while coffee shops perfect their spiced lattes and sweet treats.
The pumpkin spice latte’s popularity exponentially increased into the 2010s when people took to social media sites like Tumblr to post their fall beverages. Onlookers found these posts comedic, causing a surge of memes about girls who enjoyed posting about pumpkin spice. Sales demands grew larger as more women became more attuned to the season. The artistic blog posts made pumpkin spice an integral part of the fall aesthetic, and one of the most distinct subcultures on the internet.
The rise of pumpkin spice may be confusing, but the craving for limited-edition fall products is a product of human psychology. According to Psychology Today, pumpkin spice’s success is explained through scarcity. The scarcity principle describes how people are inclined towards products that are not permanently in stock. Our minds are attracted to time-sensitive merchandise because our consciousness correlates these with exclusivity, luxury, and perceived higher importance. This applies to pumpkin spice products, which garner millions of sales out of perceived necessity with the fleeting season. Since seasonal commodities are usually only available during fall, this creates an urgency to purchase these out of fear of missing out and a human tendency to crave social acceptance.
Whether or not you enjoy pumpkin spice, the undeniable coziness it brings to the season warms the hearts of many across the globe. As you unwind from the day with a soft blanket, a good book, and a Pumpkin Spice Latte, don’t forget to thank the 2010s Tumblr girls who pioneered this cult classic flavor.
