For many New Orleanians, fall begins unnoticed because of the continuous hot temperature and humid weather; however, when the pumpkin spice season comes around, the sweet sense of fall is in the air.
Twenty years ago, in 2003, Starbucks introduced the first Pumpkin Spice Latte that has quickly become a “cultural phenomenon” in recent years (Luse, et al.). Being the first company to commercialize the fall season latte, they have since sold over 420 million cups in the United States. Between 2015 to 2018, the pumpkin spice product market has seen a $300 million dollar growth. Many fast food spots have added to their menu in order to keep up with the popular trend: Dairy Queen, Dunkin’, Smoothie King, Krispy Kreme, Jamba Juice, and the Cheesecake Factory.
For many, there is a psychological reason behind the love of pumpkin spice. There is emotional value associated with products that are only available during certain seasons. The limited time offer drives consumers to buy excess over the short period of time when the pumpkin spice product arrives back on the shelf in late August. Along with the economic techniques, the pumpkin spice flavor is strongly associated with the sense of smell and memories. Researchers say that at the end of long summers, the upcoming fall season can be summoned by our sense of smell and associate pumpkin spice with fall memories. 
For New Orleanians, it is highly probable that through the long, occasionally dreadful summers, we take advantage of the pumpkin spice season when the cool weather of the fall season arrives in late October. Joyful fall activities such as Halloween and Thanksgiving are quickly approaching, and pumpkin spice is a great addition the colorful season!
References:
https://people.com/pumpkin-spice-fast-food-items-available-this-fall-7852683
