By Lilliana Cardenas

The line at the campus Starbucks tends to lengthen this time of year, as students clutch on their pumpkin chai lattes despite the lingering summer heat. For many, the return of the fall menu at Starbucks is not just a signal of the changing seasons, but a signal for the return of a comforting tradition. 

“I always get the pumpkin chai latte from Starbucks,” Evelyn Bahena, a computer engineering major at the University of Arkansas, said. “I buy it just because it’s fall, even though I don’t need it, but I get it because it’s seasonal and it tastes really good.”

Bahena is not alone with her love for these drinks. Every Autumn, students ambush the campus cafes, not simply for a little something to wake them up, but for a taste of nostalgia. These seasonal drinks entice a feeling of warmth and comfort, especially as midterms are starting and the cooler weather sets in.

“It’s kind of a ritual,” Davis McClure, an advertising and public relations major at UA, said. “When I get one of those drinks, it just makes me slow down for a second. It’s nostalgic because I do it every year. My favorite fall purchase is hands down the apple crisp shaken espresso from Starbucks,” McClure said. 

For McClure and other students, seasonal drinks and college life go hand in hand. They mark the turning point between the chaos of the back-to-school season and when the academic stress really settles in. 

“It makes me enjoy walking through leaves more and going to a pumpkin patch,” McClure said. “It’s like an experience, not just a drink.” 

But fall consumerism goes far beyond some chai lattes. This transitional time marks the transition of wardrobes, dorm decor and shopping habits. 

“My favorite fall purchase so far has been this really big orange sweater that looks like Rory Gilmore’s,” Brooklyn Nelson, journalism major at UA, said. “If you have a good outfit and a good crisp drink on your walk in the crisp weather, it just makes it such an experience and gives you that nostalgic movie-esque vibe.”

Nelson said she had always been drawn to the colors and textures most commonly seen in fall fashion– a lot of oranges, deep greens, and brown. 

“I’ll buy sweaters or nail sets that match the season,” she said. “Even if I don’t really need them, it just feels right for fall.”

Nelson’s reference to Rory Gilmore, one of the main characters of the early 2000s show “Gilmore Girls” highlights how pop culture shapes the way people perceive the season of fall. The show is known for its scenes displaying aesthetic coffee shops, thick knitted sweaters, and small town charm. Social media has deemed the show the show of the season, and is used as a blueprint on how to properly celebrate this cozy season. 

A common TikTok trend is the “Rory Gilmore fall,” which entails academic success, lots of coffee, and warm fashion choices. For many students, dressing like Lorelai and Rory Gilmore or participating in certain fall trends is not performative, it’s to take advantage of the traditions that come along this time of year and get in the fall spirit.

“There’s something about matching the vibe of the season that feels satisfying,” Bahena said. “Even if it’s still warm outside, I’ll wear a sweater or drink a hot latte because it makes it feel like fall time.”

Social media is a big factor of what’s trending this fall season. Platforms like TikTok and Pinterest are a go-to for fall content such as outfit inspiration, decor ideas, and ideas for fall activities to partake in. Bahena said her purchases are often influenced by what she sees on social media. 

“I see cute sweaters, pumpkin decorations, and people holding their Starbucks drinks in the most perfect lighting,” she said. “It inspires me a lot and makes me want to participate too.”

Leslie Bustamante, a marketing major, welcomes the fall season with candles. Her snickerdoodle candle from Bath and Body Works makes her room smell sweet and sugary, and brings a warmth that she only feels during this time of year. 

“Buying stuff for fall is a fun tradition for me,” Bustamante said. “I feel like a lot of people get tired of summer easily and are ready to move on to the new season.” 

Bustamante explained that the aesthetics are what entice her. 

“I love how everything feels cozy,” she said. “Even the way stores market things, like with the fonts and the colors, it’s all meant to make you feel relaxed and happy.”

Similar to Bahena, Bustamante also credits TikTok for curating her fall shopping list. 

“That’s kind of where I get most of my information of what to buy and where to buy it from,” she said. “Everyone promotes it, UGGs, pumpkin candles, sweaters, it’s hard not to join.”

Even students who don’t consider themselves as big consumerists notice the trends.

 “I don’t think I buy more in fall than in other seasons,” McClure said. “But it’s definitely the time of year when spending feels more fun.”

For Nelson, expressing herself in the fall is a big tradition. “Fall is my favorite season, and I think it matches my personality,” she said. “The way I dress and the certain things I buy is how I express myself.”

The consumerism habits that students adopt this time of year is more about materialistic items, these habits make the season feel special and create a sense of warmth. So that dwindling line outside Starbucks is not just for coffee, but for that familiar fall feeling. Students enjoy every single sip of that pumpkin spice.