The marketing approach involves generating excitement for a flavor that many love but only offering products with pumpkin for a limited time. In other words: "Hurry and buy before it's gone and you have to wait another year."
And it works: According to the NPD Group, the average transaction for a purchase involving pumpkin-seasonal food/beverage is higher than without the pumpkin. This is a powerful profit reason for many marketers to jump on the pumpkin bandwagon.
A few samples of pumpkin marketing this fall:
- Starbucks is adding real pumpkin to its Pumpkin Spice Latte, the original seasonal favorite that kicked off the pumpkin craze.
- Pumpkin Ale is a seasonal specialty at Saint Louis Brewery and at a growing number of other breweries, including Colorado's Upslope Brewing.
- Dunkin' Donuts has gone wild with pumpkin for its 65th anniversary, offering donuts, coffees, and much more.
- M&Ms now come in a seasonal pumpkin spice latte flavor.
- Quaker Oatmeal has a seasonal pumpkin flavor too.