The leaves are turning, the air is crisp, and suddenly, pumpkin spice is everywhere. From lattes to air fresheners and even gum, it is hard to escape the nutmeg-cinnamon takeover in the fall months. Every fall is the same story: Starbucks releases the Pumpkin Spice Latte, and social media explodes like it is a new thing. But is pumpkin spice really worth the hype, or are we all just pretending to enjoy it for the Instagram likes?

     For many people, pumpkin spice is not just a fall flavor; it is a feeling. The blend of cloves, nutmeg, and cinnamon provides the perfect amount of nostalgia, whether it is for the pumpkin patch or a good fall dessert. Geoff Tomaino, Ph.D., the University of Florida marketing professor, says pumpkin spice is just a “marketing placebo effect.” Advertisers have caught on to this and appeal to the seasonal expectations of the public. The limited window in which the flavor is available makes it more appealing to buyers. Trends also tend to take off due to social media influence, “Sometimes, people may not buy a latte or candle just for the product itself but more for the excitement that comes with it,” Tomaino said, “People may engage in purchases they wouldn’t otherwise if their friends weren’t doing it.” Social media can have a significant influence on consumers and products. Junior Adalyn Brown, a pumpkin spice fan, said, “I don’t think pumpkin spice would be as popular without social media. I think social media is the main reason why it is so popular and trendy. People always want to be up to date with the latest trends, and during fall, pumpkin spice is the trend!” Many consumers get caught up in the popularity and look of a pumpkin spice drink, and not the actual flavor.

     This begs the question of “Is pumpkin spice actually good or is it overhyped?” Senior, Lexi Alford shared, “Pumpkin spice is just a fall-time flavor that gets me in the mood for the season, but even though I like it, I do feel it is overrated.” Pumpkin spice is good, but not as good as it is made out to be. Adalyn shared, “It can be overpowering sometimes, but I love it most of the time!” The flavor can be a bit intrusive and not allow for other flavors to power through. Even though it is a fall staple, could there be a new fad to replace it? Adalyn shared her opinion, “I think cinnamon apple or brown sugar would be something I enjoy more than pumpkin spice because it can go with so many more food items or such without being so overpowering.” Apple is already quite a common flavor in the fall months, but could it possibly become more popular than pumpkin spice? 

     With the way pumpkin spice has taken over, it is doubtful that any other flavor could triumph over it. Even Starbucks has completely disregarded apple flavors this season and discontinued its Apple Crisp Macchiato. Unfortunately, if you are an apple fan, you may have to suck it up and deal with the pumpkin takeover. Whether you love it or roll your eyes at it, pumpkin spice has become the unofficial symbol of autumn.