Why We Crave Fall By Kayla Doria Ward

By Kayla Doria Ward 

Spring has sprung, summer has brought sun, and now fall has begun! While I love a good Christmas light show, fall has always been my favorite time of year. Halloween, pumpkin patches, and fall treats. What's not to love? The highlight of the fall season for me is a frosted pumpkin scone. Somehow, sugary pumpkin and chocolate peppermint bring joy to the holidays every year. 

But I began to wonder: why do I crave these flavors around the end of the year? I hardly even think about scones the rest of the year. But as soon as I see the Halloween decor at TJ Maxx, my little treat brain activates. Perhaps the answer won’t surprise you. But haven’t you wondered why your brain goes into overdrive when pumpkin spice starts to fill stores and bakeries? 

Pumpkin Spice and Everything Nice 

Those are two types of customers when September arrives. The Chanel’s and The Seniorita Awesome’s. Chanel orders a trenta, no-foam, five-shot half-caf pumpkin spice latte at 210 degrees. Seniorita Awesome prefers, “A pumpkin spice latte, please. I want it freezing, though. Actually, I just want a regular coffee. Those white girl pumpkin spice lattes annoy me.”

The most basic “recipe” for pumpkin spice flavors consists of cinnamon, nutmeg, ginger, and cloves. The pumpkin comes from the actual use of pumpkin in the desired dish or recipe. McCormick sold the first pre-mixed pumpkin spice back in 1934. The “pumpkin pie spice” allowed bakers to ditch the measuring tools when making pumpkin pies. In 2003, Starbucks introduced the Pumpkin Spice Latte. This made it a seasonal phenomenon and started the cult-like following behind the drink. 

Why Your Brain Craves 

Pumpkin spice is much more than just a pre-mixed seasoning. The addiction to the flavor and scents of fall stems deep in your brain and memories. The sugar and fat in any sweet treat release dopamine and serotonin the same way memories do. The scents from spices such as cinnamon and nutmeg hit the olfactory bulb. When this happens, the warm, spiced scent has completely bypassed the brain's logical processing. Since the olfactory bulb is directly connected to the emotional and memory centers in your brain, there is no delay between the dopamine spark and the feeling of comfort. This makes pumpkin spice scents dangerously good to consumers. 

Limited Time Only 

Another huge reason your brain feels hyper-connected to fall flavors this time of year is due to a classic marketing trick. October through December is usually the busiest period for sales and consumption of the year. Retailers often generate 30% to 40% of their total annual revenue during this period. This isn’t a coincidence. Many foods, clothes, and decor are only sold at major retailers in these months. Sales like Cyber Monday or Christmas week markdowns entice customers to get them before they're gone.

In my day-to-day life this fall season, I’ve already seen a massive amount of this marketing. Pumpkin cold foam, fall-themed blind boxes, and spooky-themed home decor. I won’t lie to you, I fall (no pun intended) for this marketing extra if it's spooky or horror-themed. That urgency to buy before things disappear can really mess with your judgment. I’ve bought pumpkin-themed placemats I put out every year, and they’ve lasted me just fine. This year, I was tempted to add pumpkin-shaped plates and bat mugs on top of the placemats. Since I have limited time to decide, I always spend a little extra time now dwelling in the kitchen section at Target. Spirit Halloween is a huge trap for minds like mine, too. Beyond costumes, they also sell decor and everyday clothing. 

While this might not be the most groundbreaking discussion of pumpkin spice, I hope you take away at least one fun fact to throw around this season. And remember, you don’t need another ghost or pumpkin blanket this year! Stay strong, shopaholics and horror fans, this season. 

Sources

Weird History Food. (2023). Why the Hell Do People Love Pumpkin Spice So Much? YouTube. https://www.youtube.com/watch?v=MIiNm7ZAhig 

Franssen, C. (2022, August 30). Why Are We So Obsessed with Pumpkin Spice? The Walrus. https://thewalrus.ca/pumpkin-spice/ 

Hutchinson, C. (2024, September 29). Pumpkin spice: Why are we so obsessed with the flavour and scent? BBC.Com; BBC News. 

https://www.bbc.com/news/articles/cm293nnzjy9o 

Mosaic Flavors, Inc. (2026, May 27). Fall Flavor Trends 2026 | Mosaic Flavors. Mosaic Flavors. https://www.mosaicflavors.com/news/fall-flavor-trends-2026