The phrase “Pumpkin Spice” has only risen in relevance since its creation, gaining traction in the United States as early as July of this year. This inviting flavor has become synonymous with the fall, prompting various brands to capitalize on the virality of this seasonal trend. But how did the “Pumpkin Spice” flavor truly originate? How has it become an integral part of the autumn season? Tracing back to the colonial period of North America, the early settlers would first be introduced to a variety of new spices by the Indigenous communities inhabited on the land. Even though pumpkin is not included in the seasoning itself, these five key ingredients: cinnamon, nutmeg, ginger, allspice, and cloves, would become popular for baking during the holiday season. These mixture of spices would be used in making pumpkin pie, a classic American dessert often affiliated with the Thanksgiving holidays. In the 17th century, the baking process was more strenuous due to these essential fall components being sold individually. Therefore, it became difficult for early colonists to require these items when needed. As centuries of recipes evolved, that echo of comfort, serenity and coziness applied to this time of year would inspire the production of the first pre-mixed pumpkin spice seasoning. 

In the early 1930s, McCormick & Company made it easily accessible and affordable for American consumers to use these flavors to craft something magically unforgettable. Since its production, this “fall flavor” would continue to be a beloved staple on the shelves as the decades rolled by. But we would not see the official beginning of the “pumpkin spice” craze until the early 2000s. The then head of the Starbucks espresso team, Peter Dukes, is credited for the invention of this iconic seasonal favorite. In 2003, Starbucks would debut the first pumpkin spice menu to mirror the success of their peppermint mocha lineup that year prior. Peter Dukes would gather employees from the company to brainstorm ideas for the perfect fall drink. After storming out various suggestions, Starbucks would conduct a customer survey to find out what highly anticipated flavors could be considered for their upcoming drink. Notes such as chocolate and caramel would be the front-runners in the beginning, but according to Starbucks, they would state how there was something “special” about pumpkin, displaying a certain “uniqueness” that other flavors could not quite compare. 

In the fall of 2021, John Hopkins University would publish an article discussing how the pumpkin smell resonates with people due to the emotional connection it creates. Sarah Cormiea, a doctoral candidate from the same university, would provide an excellent observation of this sentimental attachment. She says, “Smells can tap memories more powerfully than any other senses.” The hint of each spice brings a certain memory or response; a wave of the past rushes over you like a tidal wave. Moments like baking a pie with your grandmother in her kitchen or watching the Great Pumpkin Charlie Brown movie with your parents. The association with nostalgia and tranquility would motivate Peter Dukes' choice for the new autumn obsession. 

Peter Dukes and his team collaborated in the Starbucks “Liquid Lab” to create that delicious fall flavor that we have come to know and love. In an interview with CBS News in 2021, he said, "We brought pumpkin pies into our R&D lab and actually just poured shots of espresso on 'em, and ate 'em.” After three months of trying out different combinations, the Starbucks team would craft the first ever “pumpkin spice” latte, soon nicknamed “PSL” for short. The fall drink would not be an immediate success; only selling in approximately 100 Starbucks locations across the country. It was not until 2004, that the iconic beverage would finally be offered across the U.S and Canada, sparking the first step of the “Pumpkin spice” fever. 

Following Starbucks' "PSL" success, numerous rival coffee brands would soon follow suit with this new trend. Dunkin' Donuts would be the next company to launch their own version of a pumpkin spice latte in 2010, enhancing the influence that the “fall flavor” has on our society. With social media gaining traction in the early 2010s, it would soon become a catalyst for the “pumpkin spice” craze reaching new heights. People around the world started sharing their love for the new drink and the season at large; sparking the next step of the “PSL” global obsession. Brands outside of the coffee industry would catch onto this craze, triggering a wave of pumpkin spice products to emerge. 

During the autumn season, pumpkin spice muffins, popcorn, ramen, makeup, perfumes, and even men’s wipes have infiltrated the retail shelves. The number of pumpkin spice products being sold has become endless, and brands have taken to social media to advertise their new seasonal items. Given that this period is limited, brands capitalize on this, releasing their items early every year. For example, in August of this year, Starbucks released their pumpkin spice menu ahead of time to get people ready for the approaching season. It would be released two days earlier than last year’s launch; the earliest Starbucks has ever released their fall selection. This approach is used by many companies to increase engagement on social media, boost public interest, and view rapid growth in merchandise sales. The “pumpkin spice” craze has become a multi-million-dollar industry, achieving rapid success annually. 

No one would expect from its humble beginnings that this “seasonal spice” would create a marketing empire, projected to be worth over 2 billion dollars by 2032. The “pumpkin spice” flavor has taken over the fall season, becoming the dominant blend for decades. As social media has gained popularity worldwide, the “scent of fall” has shifted from an autumnal flavor into a massive seasonal trend. Despite the expansion of pumpkin spice products into various businesses, the initial feeling of nostalgia, warmth, and comfort remains true for every fall moment. 

- Le'lah Jones