MiaButler

It’s got a touch of cinnamon, a pinch of nutmeg, cloves, allspice, and a hint of ginger. It has taken over the nation and stands as summer’s closing. It’s highly controversial. It’s pumpkin spice.

Pumpkin spice has become an American craze and a marketing team’s dream. Historically, pumpkin spice was used primarily for pumpkin pie (its original name was pumpkin pie spice), and not much else. Flash forward to modern day, however, and now when people think of pumpkin spice, they think Starbucks, not pie. 

In 2003, Starbucks revolutionized the combo of spices, making the famous “Pumpkin Spice Latte.” This hot, foamy, and flavorful coffee beverage quickly skyrocketed, and has since been a lasting symbol of fall. Each year, thousands of people wait anxiously for the Starbucks Fall Menu to drop to see new pumpkin spice goodies they can purchase. 

However, although Starbucks modernized pumpkin spice, they are certainly not the only one to capitalize off this delicious, autumn flavor.

 Pumpkin spice allows companies to easily captivate consumers by using the flavor as a transition ploy for fall. Companies everywhere have taken advantage of Starbucks creation: Krispy Kreme, YoPlait, Cheerios, Oreo, Dunkin Donuts, Jello, Swiss Miss, Goldfish, and even Spam are just a few of the multitude of companies who launch pumpkin spice products. Even Etsy sellers have capitalized off pumpkin spice. If you search “pumpkin spice” on Etsy, you will see 4,375 results varying from tee shirts with puns, stickers, mugs, posters, and products you didn’t even realize could be pumpkin spiced themed. Pumpkin spice has gone further than just flavor, though; Americans have fallen down such a rabbit-hole of the cozy scent, that companies have released entire product lines built around the smell. Now, to accompany your PSL (pumpkin spice latte), you can proudly wear Bath and Body Works “Marshmallow Pumpkin Latte” or even pumpkin pie Poo-Pourri. The options are endless, and so is the economic benefit. Annually, Americans spend around $511 million on pumpkin spice, according to cnbc.com. The market is increasingly growing each year, too, as new products, such as dog food, are added, and social media users show off their new pumpkin spice obsessions, inspiring others to go out and buy the same thing to participate in the trends. 

Although this economic outlook may seem outrageous, when put into perspective, it really is not shocking. Americans sacrifice copious amounts of money to holiday markets: Christmas in the U.S. contributes $942 billion to the economy, and $1.4 billion of that in candy sales alone, according to statistics.com. Coming in a close second is the $2 billion Americans spend on Halloween candy each year. 

Between decor, foods, products and clothing, marketing teams across the nation have mastered the art of luring consumers, especially during the fall season. 

In just a few months the single taste of pumpkin spice stimulates around half as much as all Christmas candy sales, which account for every candy sold during the holiday season. The simple sweet and savory taste of nutmeg, cinnamon, cloves, allspice, and ginger combine to create a lofty economic boost, new products, and even Facebook groups. 

Whether you are pro-spice or anti, there is no denying the power the flavor brings. As America officially closes the door to summer, it opens the door to fall, and inside waiting is $511 million of pumpkin spice. The craze has just begun and will not be over until its winter competition arrives: peppermint mocha.