People's struggles are also playing into companies' strategies in more subtle ways. For example, Starbucks and Dunkin' launched their Pumpkin Spice products earlier than ever before this year. The decision seems to have been sparked in part by people's desperation for 2020 to end — or at least to have something to brighten their days as the year dragged on.
"While there is so much uncertainty heading into the fall, one thing our fans can count on is the return of pumpkin at Dunkin'," "We're excited to bring them one of the most anticipated flavors earlier than ever before." Katherine Cullen, NRF's senior director of industry and consumer insights, told Business Insider that people are looking for anything that will distinguish one day from the rest. For example, Americans who plan to celebrate Halloween are spending more money on costumes, decorations, and candy than ever before, allotting more than $92 simply to break up the monotony of 2020.
"It's a way to have a little joy and share a little joy at a time when people are dealing with a lot of uncertainty," Cullen said. LoadingBy clicking ‘Sign up’, you agree to receive marketing emails from Business Insider as well as other partner offers and accept our
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