Sugar, pumpkin spice and everything nice: Why the seasonal hype hits every autumn

When the first pumpkin spice latte of the season hits coffee shop menus, something shifts in the air, even if the Florida sun is still blazing. Instagram feeds fill with orange, and suddenly every product – from cereal to candles – is pumpkin spice flavored.

But why do so many consumers fall headfirst into seasonal trends? According to University of Florida marketing professor Geoff Tomaino, Ph.D., it’s not just about flavor; it’s about feelings.

“In the fall in particular, it’s something that a lot of people have a lot of nostalgia for, right?” Tomaino said. “It’s the time when we go back to school. It’s around the time of Halloween, Thanksgiving. We’re spending a lot of time with our friends and family. Things are starting to get colder. Things are starting to get cozier.”

Advertisers understand this, and they appeal to the fact that public expectations can make products taste better simply because they match the season. Tomaino calls this the “marketing placebo effect.” 

“A pumpkin spice latte just thematically fits the things that we want in the fall,” Tomaino said. “We dress a certain way in the fall. We’re used to certain sights. We see the Halloween costumes going up, and the pumpkin spice latte just really ties it all together.”

And while seasonal labels create a sense of urgency, Tomaino does not see them as manipulative. Limited-time offers make products feel special. If something is only around for a short window, Tomaino said, people want it more. Whether that becomes “too much” depends on the consumer. 

Tomaino recalled a former roommate who filled their apartment with leaves and Thanksgiving décor every fall. For him, that level of fall devotion was not about overconsumption; it was about joy.

Fall trends can also take off because of social influence. Sometimes, Tomaino said, people may not buy a latte or candle just for the product itself but more for the excitement that comes with it. 

“People may engage in purchases they wouldn’t otherwise if their friends weren’t doing it,” he said. 

That peer effect can make trends snowball quickly. There is also the in-the-moment factor. Excitement can lower self-control – what researchers call a “hot state.” In that rush, consumers may spend or splurge in ways they would not under normal circumstances.

So how can shoppers keep seasonal fun from becoming seasonal regret? Tomaino suggests pausing before swiping the card. Ask, “Why am I doing this? Am I going to get out of it what I want?”

“If you’re getting joy out of it, good for you,” Tomaino said. “If you’re buying it just because of hype and you’ll regret it in a couple of hours, then don’t do it.”

Brands play a huge role in amplifying autumn, from pumpkin spice packaging to leaf-covered ads. But consumers fuel it too, sharing their own fall finds on social media and reinforcing the cycle.

“It really is kind of like a feedback loop,” Tomaino said. 

Companies encourage seasonal consumption, and fans make it their own. In the end, what matters most is whether fall splurges leave people with regrets or good memories. For Tomaino, it’s about balance. 

“I don’t go out of my way for it,” Tomaino said with a smile. “But when pumpkin spice shows up, I’m happy about it.”