It didn’t used to be like this. Only five years ago, I swear that pumpkin-flavored stuff was still a bit of an anomaly. Oh, you could get a pumpkin spiced latte at Starbucks, and your standard pumpkin pies and pastries lined bakery sections everywhere, but now it seems that the very minute autumn begins to peek out from summer’s sweaty, smothering armpit, the pumpkin conglomerate unleashes a now ubiquitous barrage of pumpkin spice-flavored everything. Its fall and you must eat pumpkins! There’s even a pumpkin pie flavored vodka, because Russian alcoholics enjoy the fall season too, dammit.
So what’s the deal with everything being pumpkin flavored? Well, as with so many things these days, it all goes back to the 19th century. Pumpkins function as big, squashy symbols of idealized rural life, and rural nostalgia has always been popular with Americans. For a people stuck in the high-tech, urbanized twenty-first century world, pumpkins invoke more simple times and landscapes dotted with small family farms untainted by modernity’s impersonal touch.