When the colorful leaves are swept away by the first chilly breezes of Autumn, along with it comes the season of pumpkin spice. The enchanting aromas of cinnamon and nutmeg fill coffee shops, home kitchens and grocery store aisles–a signal that warmer days are behind us and that fall is just around the bend. The delicacy of pumpkin spice has turned into a timeless cultural sensation that has made its way from flavored lattes to cookies, candles and cosmetics. Thanks to its high marketability, companies are able to use pumpkin spice to boost sales across multiple industries every year. In doing so, pumpkin spice has gone from just a flavor to an integral component of the fall experience.

The origins of pumpkin spice can be traced back to the times of early American settlers and the spice trade. Come fall time, the harvest season brought plenty of pumpkins. The settlers started to experiment with the aromatic spices in their dishes using the plentiful native squash, which has evolved into the warm and nostalgic flavor of pumpkin spice that we know today. Over centuries, the flavor has become a staple that is almost synonymous with American fall culture.

Pumpkin spice, however, is quintessentially fall and the mania surrounding it does not exist in any other season. Its seasonality creates a high consumer demand and drives company sales. Business owners are able to capitalize on this phenomenon by introducing limited-time pumpkin spice offerings, creating a sense of urgency to purchase these products. Additionally, the limited time creates a sense of scarcity. This exclusivity makes customers more likely to purchase pumpkin-spice themed items in order to have the “true experience” of fall and to combat loss aversion. Psychologically, businesses that market pumpkin spice tend to be successful due to consumers’ fear of missing out taking a greater emotional toll than the gratification of actually having the product.

In addition, pumpkin spice has been able to become a marketing and cultural marvel because of its appeal to nostalgia. It evokes the warm, mellow, and cozy emotions surrounding the autumn season. Though pumpkin spice is seasonal, it is familiar and returns every fall; pumpkin spice will always be a constant in a season of drastic change both in nature and in one’s life, and therefore brings consumers comfort.