Why Pumpkin Spice Season Is a Masterclass in Seasonal PR

As summer winds down each year, fall lovers reach for their sweaters and stock up on seasonal candles. Without fail, one thing returns to stores everywhere: pumpkin spice. From candles and drinks to cream cheese and soap, the list goes on. What began as a simple flavor has evolved into a full-blown cultural phenomenon– and a strategic PR playbook for brands.

In a world obsessed with the next big thing, consistency is often more powerful than novelty. Pumpkin spice works because it’s nostalgic. It brings a feeling of warmth and a sense of comfort. Great PR operates the same way. PR isn’t just about what’s new, but creating something that feels meaningful.

The earned media brands receive from joining the pumpkin spice trend is unmatched. In the last week alone, headlines have included: 

• “New Disney Parks and Starbucks Pumpkin Spice Merchandise Collection Now Available at Walt Disney World”

• “Honey Dew Donuts to bring pumpkin spice back in August” 

• “When does Starbucks’ Pumpkin Spice Latte return? 2025 release date is a little later” 

From seasonal tie-ins and product launches to memes and even backlash, pumpkin spice fuels the media cycle for months. Whether it’s Trader Joe’s or a local bakery, the brands that win during this time know how to tap into the cultural moment while still keeping their voice. 

In an era where every brand is chasing the next viral trend, staying relevant can feel like a moving target. Pumpkin spice shows that PR success doesn’t always require reinvention – sometimes, it’s about showing up consistently, with a fresh perspective, and giving people something they already love. 

Pumpkin spice season isn’t just about the flavor; it’s a reminder of how powerful nostalgia can be in brand storytelling. When you tap into what people already love and look forward to each year, you’re not just following trends, you’re creating PR that actually connects.