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BUDGETING
Paying the Price
Hey, it’s Steve from Feasible Creative — your weekly shortcut to smarter money moves.
Football season, changing leaves… and the annual cost trap most consumers fall into.
Seasonal items are everywhere, and prices are rising. Yet somehow shoppers keep filling their carts. But why does this strategy work so well?
Today, let’s break down the ‘pumpkin spice tax’ and the psychological forces that push us to spend more.
‘Tis the Season to Spend
Why does pumpkin spice grab so much wallet share every fall? It’s all about seasonal marketing, where companies align promotions and products with specific times of the year.
This approach works because it taps into powerful consumer psychology triggers, like excitement for the season, urgency from limited availability, and the perception that these items are premium.
That’s exactly why Starbucks’ Pumpkin Spice Lattes have doubled in price over the years. (Although interestingly, no increase in price for 2025 vs. 2024).
Even with the usual price bumps, something could make this year a bit different…
Bank Boldly. Climb Higher.
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Pumpkin Spice-flation
According to research from Empower, 44% of Americans believe that inflation and tariffs are making pumpkin-flavored items more expensive this season. Chances are they’re right.
Regardless, over 50% of respondents said they look forward to purchasing these specialty items every season.
Even shoppers who usually stick to strict budgets may find themselves splurging more. This demonstrates how strong the forces of seasonal marketing can be.
The Bottom Line
Above all, a few pumpkin-spiced treats likely won’t break your budget. Still, we need to understand how seasonal marketing works so we can detect when it’s being used to avoid overspending.
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Steve
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Disclaimer: The content provided in this newsletter is for informational and educational purposes only. It is not intended to be a substitute for professional financial advice. Please consult with a financial advisor before making any financial decisions. This newsletter may contain affiliate links, which means I may earn a commission if you make a purchase through these links, at no extra cost to you.