Pumpkin spice has taken over Trader Joe’s. Here’s why. (Via voxdotcom)
Washington Post, back in 2016
Trader Joe’s is an unusual grocery store for a bunch of reasons. The vast majority of its products are its own house brand, their specific provenance unknown. They rely on packaged goods, but will introduce and remove products from store shelves frequently — sometimes for seasonal reasons, sometimes because a product hasn’t sold well, sometimes because a productsell well and they want to drive up demand.
Trader Joe’s also has the vibe to go along with the tropes of fall, the warm blankets and hot cup of tea gripped with both hands. “Their retail environment goes out of its way to make you feel comfortable,” said Lempert. Trader Joe’s is aggressively friendly, slightly goofy. They have free coffee. Pumpkin spice has many of those same associations of warmth and comfort and childhood. The tones match.
Trader Joe’s can feel different to different kinds of shoppers. For many millennials and Gen Z-ers, raised during the American food revolution in which concepts of sustainability became mainstream and everyone seems to put turmeric in everything, Trader Joe’s is not adventurous at all. This isn’t a value judgment; Trader Joe’s sells many tasty things and is usually affordable with them. For suburban boomers, the vibe might be much more unusual, compared to most supermarkets.
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