The Pumpkin Spice Magic

Well people, today is officially the first day of fall.

So bring on the flannels, boots, football and pumpkin spice, right?

While that all may sound like a “basic white girl” to you, admit it – we all have a little BWG in us. Whether young or old, male or female, fall hits and you know you are wearing around your favorite football jersey, planning Halloween costumes, talking about how great the weather is and thinking about happy memories. And we already know that you’re secretly waiting for the leaves to change colors so you can take cute selfies with your cute fall clothes, and it’s all going to be cute, cute, cute, right? Because it’s fall. And everyone loves fall. But why, exactly, is fall so popular?

Let’s take a look at one of the most popular things about the season: Pumpkin Spice Lattes from Starbucks. Why, you may ask, are Pumpkin Spice Lattes so important? Well, we have a few ideas why.

First, Starbucks has made the Pumpkin Spice Latte a personality.

Pumpkin Spice Latte Instagram Page | Fluid Advertising

Did you know that the Pumpkin Spice Latte not only has its own hashtag, but also its very own Instagram page with over 32,000 (yes, THOUSAND) followers? Starbucks knows how to appeal to its customers. When people started loving PSL, Starbucks was able to createa specific brand and personality for the one drink. In doing this, they was able to create a social buzz. It feels like literally everyone talks about it. Whether it’s positive or negative, people are constantly talking about it during fall. According to AdWeek, in 2016 Starbucks’ Pumpkin Spice Lattes received 493 percent more likes per photo than shots tagged with #Starbucks. This just goes to show how much people truly love this brand.

Second, it’s nostalgic.

When PSL was introduced 14 years ago, Starbucks had no idea it would turn into their most popular seasonal beverage of all time. Everyone now loves it because it represents everything that fall is: coziness, fall spices, pumpkins and cooler weather.

People also love it because of the nostalgia that comes with it. Many people have fond memories of fall and all of their autumn rituals and traditions. The spices you associate with fall help bring all those happy thoughts and memories to mind. A good Pumpkin Spice Latte is one way to help connect those moments. It makes you feel happy and excited to relive those experiences. Marketing is really about selling the experience and the feeling you get around a product, and Starbucks did a great job of that. Pumpkin Spice Lattes are about so much more than just a yummy drink.

Third, the drink is limited.

Starbucks has used the ultimate marketing tool to help make this drink so popular –  a limited-time offer. When you can only have something for a certain amount of time, the product turns into a must-have, which can definitely be seen with this drink. When something is scarce, exclusive or in high demand, it becomes more desirable. According to HubSpot, these elements work because they trigger a physiological reaction that makes an offer seem more valuable. And the higher the perception of value, the more irresistible the offer. People practically beg for the Pumpkin Spice Latte to come back. Just look at these comments on the Instagram page from early in August.

Because of these marketing tactics, Pumpkin Spice Lattes have soared their way to the top of people’s hearts, brains and probably their mouths. Why do you love Pumpkin Spice and fall so much?