Overconsumption, Pumpkin Spice, and Everything Not-So-Nice

As the fall season begins, the humidity and long hours of sun have been replaced by cold mornings and increasingly short days. In response, popular establishments such as Dunkin’ and Starbucks have started leaning into their “fall menus,” which include various flavors that are only available for certain months of the year. The menus are tailored to popular fall flavors, including an assortment of pumpkin- and apple-themed drinks. The cold, refreshing drinks that coffee shops advertised just a few months ago have now been replaced, but the frequency at which people purchase them has only increased, causing a massive spike in net profit and sales. 

One of the main flavors, pumpkin spice, signifies a transition into comfy sweaters and turning leaves. Since school is back in session, more kids feel the need to have caffeine constantly by their side. But the appeal of the new seasonal flavors only amplifies the need to have a drink in your hand each day. 

Living in Needham, places like Starbucks, Dunkin’, and various other coffee shops are just a quick walk away from the high school. Ordering a quick bite is just one tap and a short walk away, whether that be on the way to school, during a free period, or after classes. The accessibility of these establishments makes it that much easier for one to fulfill a craving at a moment’s notice. If you’ve ever pre-ordered during the 25-minute lunch period, you know that the workers are frantically trying to complete each order  on time. With online ordering and mobile delivery systems, dozens of people can order at once with little effort. All that being said, it is important to recognize the economic implications that the fall season brings to these companies. 

Seasonal flavors aren't just a random change in taste, but also a powerful marketing tool that encourages excessive purchase. In August of 2023, the pumpkin-flavored products drove Starbucks' sales up 8%. The limited-time offering of these fall drinks and specials, specifically pumpkin spice, create a desire to buy more and more, due to the fact that they will soon be replaced by the winter menus. Furthermore, the limited nature of these appeals create FOMO, the fear of missing out. They do this through rigorous advertising and constant promotion on social media. These methods only intensify the desire to try everything before the limited-time offer disappears, giving many consumers a justification for their purpose. After all, who wouldn’t give in? We fall victim to trends far more often than we might realize. By framing their drinks as exclusive to fall, many coffee chains create a sense of urgency which, in the end, prompts customers to give in, even if they wouldn’t normally go for such high-calorie drinks. With customization options available, such as adding extra pumps of syrup or taking away ingredients that don't appeal to you, companies are able to draw in an increasingly large consumer demographic. Tendencies to “treat yourself” amplify during fall, due to these conscious marketing tactics. When customers buy a fall-themed baked good, they might want a fall drink to go along with the “aesthetic.” The changing seasons are a never-ending war between consumerism and companies, leading to more money being spent on people's morning treats, as well as to a larger calorie intake.