Since its introduction 20 years ago, Starbucks has sold nearly a billion Pumpkin Spice Lattes (aka PSL). If you include similar pumpkiny beverages from competitors, the total number is even greater.
The Starbucks PSL’s are popular for a lot of reasons. Consumers certainly like the flavor – a unique combination of cinnamon, ginger, nutmeg, clove, vanilla, and pumpkin. Plus, there’s some coffee in there as well.
But that’s only part of their appeal. There is a cultural component. Indeed, introducing PSLs in the fall is no accident. After all, it’s the perfect way to be reminded that the holiday season is approaching.
That’s part of the genius marketing behind Pumpkin Spice Lattes. Their limited availability creates a demand that would not exist if they were everyday menu items. This so-called scarcity marketing strategy is certainly not unique to PSLs. It’s as common as “while supplies last”, “limited time only”, and “one-to-a-customer”.
PSLs are not the only food product exclusive to season. Consider chocolate bunnies, candy canes, even Girl Scout cookies.
Perhaps the best example of another limited availability product is the McRib, which, by the way, has a Nebraska connection. That’s because it was formulated in part by UNL meat scientist Roger Mandigo in the 1980s. McDonalds makes no secret of this marketing strategy. According to the McDonald website, the McRib’s limited availability makes it “special“ and “adds to the excitement”.
The take-home lesson is that PSL is a cultural phenomenon – it is as ubiquitous a sign as there is that Fall is here