The Secret Genius of Pumpkin Spice Market

On Wednesday, September 22nd, we officially entered autumn of 2021. Everyone has their favorite seasonal traditions, but it seems all restaurants celebrate in the same way: pumpkin spice. While some people turn their noses at the flavor, there seems to be just as many people who are crazy for pumpkin spice.

It’s easy to understand why some people would be annoyed by “pumpkin spice season.” It was once considered an indication of fall’s arrival, but recent years have started earlier and earlier. Now, you can get a pumpkin spice latte (PSL) before students go back to school.

Even though the flavor is polarizing, it seems like it has to be profitable. While many people associate the PSL with Starbucks, restaurants and retailers have fully leaned into the craze. Due to the number of pumpkin-flavored treats available in the second-half of the calendar year, it would be logical to assume it’s culinary gold. Someone needs to be making money from this sensation, and there has to be a reason it gets promoted so heavily each year.

Starbucks: Making America Pumpkin Spice

The history of pumpkin spice fever goes back to 2003 when Starbucks first introduced the PSL. Like all good American traditions, the roots belong in a major franchise who just wanted to increase profits. Starbucks had already introduced seasonal winter drinks, and they wanted to create a drink that would generate attention in the fall.