Come every holiday season, we are all familiar with this sight: shelves stocked with pumpkin spice everything—from lattes to lip balms. By winter, peppermint and pine flavored goodies take their place. Limited-edition products spark excitement every season, but what’s the reason behind this obsession with “limited-time-offer” items?
According to a study done by the Journal of Consumer Research, people have a natural tendency to crave items that seem rare or exclusive because scarcity creates a sense of urgency in consumers. Many retail stores take advantage of this mindset with their “If you don’t buy it now, you might miss out” marketing approach. McDonald’s McRib is a perfect example of this. McDonald’s introduces this burger on a limited-time basis, often just once or twice a year. This makes it a much-anticipated event for many customers, leading to more purchases.
Another reason why seasonal goodies might send customers into overdrive is due to an emotional connection between certain flavors and nostalgia. As explained by many food and culture journals, seasonal flavors tend to evoke memories of holidays, family gatherings, and cozy moments. These feelings of nostalgia make products feel more comforting and special. A classic example is Starbucks’ Pumpkin Spice Latte, which never fails to remind people of fall festivities.
It is also important to note that marketing plays a huge role in seasonal spending. Limited-edition products are heavily advertised as part of the “holiday experience.” Influencers on social media often hype these trends, only contributing to the frenzy of spending. These tactics beg the question: are season products actually worth the hype, or are they just marketing stunts?
While the majority of consumers seem to enjoy seasonal trends, some critics on social media argue that companies recycle the same flavors every year without any sense of creativity. Yet another group of people recognize that these products are overhyped but appreciate the seasonal festivities they embody. For example, fans of the pumpkin spice latte may know that it is essentially just another sweet drink but enjoy the drink anyway due to the fall culture associated with it. “I love the tradition of drinking pumpkin spice lattes, but I know that Starbucks is just trying to make some extra money every fall,” Dublin High junior Anika Kartha shared. “That’s part of the reason I like making pumpkin spice lattes at home– it’s cheaper and I can still enjoy the drink.”
Regardless, limited-edition products hold deep cultural significance. In the United States, where consumerism arguably reaches its peak, these items are more than just food or drinks: they’re part of the social norm. And although we may criticize them, we can’t deny that come every holiday season, many of us eagerly await their return.
