SDMS ORIGINAL RESEARCH · FALL 2026
It Was Never About the Pumpkin Spice: Why Women Really Love Fall
The lattes sell out every year. But when we surveyed 300 U.S. women, the real reason they love this season had very little to do with pumpkin spice, and a lot to do with how fall makes them feel.
By Stacie Dauffenbach · October 2026 · 6 min read
Survey of 300 U.S. women 25+ · Pollfish · Sept 26, 2026 · ±5.7 pts · plus 25 in-depth responses via Prolific
82%
look forward to fall or enjoy it
1%
say pumpkins give them their strongest feeling of joy
60%
buy things in fall for how they make them feel
THE QUICK ANSWER
Why do women love fall? Mostly for comfort, not pumpkin spice. In a September 2026 survey of 300 U.S. women, 67% said fall gives them comfort and coziness and 54% said it feels more like a new year than January. While 68% buy festive coffee drinks, only 7% say the first latte is what starts fall, and just 1% say pumpkins bring them the most joy.
A NOTE FROM STACIE
Full disclosure: I'm a pumpkin person.
That's my table every fall, and I love every bit of it. Fall has always made me happy, and year after year I've watched so many women around me light up the same way.
So this year I asked 300 of them why. The answer surprised me: it was never really about the pumpkins. It's about how fall makes us feel, and that's exactly what the best brands sell. Here's what I found, and what it means for your brand this season.
— Stacie
KEY FINDINGS
The numbers at a glance
Fall is a favorite
82%
of women look forward to fall or enjoy it
SDMS Fall Feelings Study 2026
Comfort wins
67%
say fall gives them comfort and coziness, the #1 reason overall
SDMS Fall Feelings Study 2026
Pumpkins don't
1%
say pumpkins give them their strongest feeling of joy
SDMS Fall Feelings Study 2026
The latte isn't the trigger
7%
say fall starts with their first festive coffee. For 67%, it's the first cool morning or the leaves changing
SDMS Fall Feelings Study 2026
She's buying a feeling
60%
buy things in fall for how they make them feel, not because they need them
SDMS Fall Feelings Study 2026
Home prep is a ritual
37%
welcome fall by getting their home ready, including 47% of women 65+
SDMS Fall Feelings Study 2026
WHAT THIS MEANS FOR BRANDS
Four lessons for brands that sell to women this fall
01
Sell the feeling, not the product
Lead with comfort, belonging and memory. The product is the proof.
02
Time it to the weather
For most women, fall starts when the air changes. Let that be your launch signal.
03
Build rituals, not one-offs
Traditions create the deepest loyalty, and women with more rituals spend more.
04
Make home part of the story
For home services brands, “ready for the season” is an emotional promise, not a maintenance task.
THE FULL REPORT
Get the Fall Feelings Report 2026
Age-by-age breakdowns, the bittersweet side of fall, a playbook for home services brands and more of what women told us, in a free PDF.
CHAPTER 01
The Comfort Economy: comfort is why women love fall
67%
say fall gives them comfort and coziness, the #1 reason overall
Mostly, it's comfort. 82% of the women we surveyed look forward to fall or enjoy it, and when we asked what fall gives them, comfort and coziness led by a wide margin, followed by sensory joy (the smells, colors and flavors) and traditions with family and friends.
What does fall give you? (women could choose up to 3)
Comfort and coziness
67%
Sensory joy: smells, colors, flavors
58%
Traditions with family and friends
39%
WHAT IT MEANS FOR BRANDS
Lead with how your brand makes her feel: safe, cozy, at home. Comfort is the benefit. Your product is the proof.
Who feels it most: comfort is the #1 reason fall matters for 43% of women 65+.
CHAPTER 02
The Latte Paradox: 68% buy it, only 7% say it starts fall
Short answer: no. Pumpkin spice gets all the headlines every fall, but only 1% of women said pumpkins give them their strongest feeling of joy. Halloween and Thanksgiving took that spot (21%), followed by cozy clothes, seasonal treats, cool mornings and changing leaves. Coffee tells the same story:
68%
buy at least one festive coffee drink every fall, and half buy four or more
7%
say that first latte is what tells them fall has arrived
For most women, fall officially starts when the air changes, not when the pumpkin spice latte comes back. The latte is a ritual that rides along with the feeling. It doesn't create it.
What tells you fall has officially arrived?
The first cool morning
34%
The leaves changing
34%
Pulling out fall décor
11%
My first festive coffee
7%
WHAT IT MEANS FOR BRANDS
Don't wait for a product launch to kick off the season. Watch the weather: the first cool morning is her signal, so make it yours.
Who feels it most: 85% of women 25–34 buy festive coffee.
CHAPTER 03
The September Reset: fall feels more like a new year than January
54%
say fall feels more like a new year than January does
Fall also carries a sense of starting over. 54% say fall feels more like a new year than January does, and 57% say it reminds them of who they were as a kid. It's a season of comfort, memory and quiet reinvention all at once.
WHAT IT MEANS FOR BRANDS
Treat fall like January. It's a natural moment for fresh starts, new routines and “this is the year I finally...” offers.
“Born again, because the air is refreshing, the leaves are changing and so am I.”
SURVEY RESPONDENT, FINISHING THE SENTENCE “FALL MAKES ME FEEL…”
Who feels it most: 65% of women 55–64 say fall feels more like a new year than January.
CHAPTER 04
She's Buying a Feeling: 60% buy for how it makes them feel
60%
buy things in fall for how they make them feel, not because they need them
This is the finding I keep coming back to. 60% of women say that in fall, they buy things because of how those things make them feel, not because they need them. And 62% say buying seasonal things makes them feel part of something bigger.
Those feelings show up in the wallet. Women who buy “for how it feels” are more than twice as likely to spend $150 or more on the season, and rituals compound it.
Share of women who spend $150+ on fall
Buy in fall for how it feels
49%
Everyone else
21%
Keep 6+ fall rituals
59%
Keep one ritual or none
19%
WHAT IT MEANS FOR BRANDS
Features and price won't close the sale on their own. Name the feeling she's buying, and the spend follows.
“I'm really buying a feeling and a little escape from the everyday routine. It's less about the item itself and more about the mood it creates.”
STUDY PARTICIPANT
CHAPTER 05
The Tradition Keepers: traditions run deepest
56%
of women who chose traditions named it the one thing that matters most, a higher share than any other reason
Fewer women pick traditions than comfort, but the ones who do hold on tight.
WHAT IT MEANS FOR BRANDS
Become part of her ritual. A brand she brings back every year earns a kind of loyalty a one-time promo can't buy.
Who feels it most: traditions are the #1 reason fall matters for 37% of women 55–64.
CHAPTER 06
The Home-Ready Moment: fall is when she gets her home ready
37%
of women welcome fall by getting their home ready
One ritual stood out for my home services friends. Women welcome fall by cleaning, doing maintenance and getting a heating check, right alongside candles and baking.
WHAT IT MEANS FOR BRANDS
A furnace tune-up or fall safety check isn't a chore reminder. It's part of making home feel safe and cozy for the months ahead, and the best time to say so is the first cool morning, not a date on the calendar.
Who feels it most: 47% of women 65+ get their home ready for fall.
That's what I mean when I call myself a brand therapist. The real reason people buy is almost never the thing on the shelf. It's the feeling underneath it, and once you know what that feeling is, your marketing gets a whole lot more human.
Cheers to the season! — Stacie
FAQ
Frequently asked questions about why women love fall
Why do women love fall so much?
Comfort is the biggest reason. 67% of women say fall gives them comfort and coziness, 58% name sensory joy (the smells, colors and flavors) and 39% name traditions with family and friends. Overall, 82% of women look forward to fall or enjoy it.
Is pumpkin spice the reason people love fall?
No. 68% of women buy at least one festive coffee drink each fall, but only 7% say their first pumpkin spice latte or festive coffee is what tells them fall has arrived. Just 1% say pumpkins give them their strongest feeling of joy.
When does fall start for most women?
When the weather changes. 67% say fall officially starts with the first cool morning or the leaves changing, compared with 11% who say it starts when they pull out fall décor and 7% who say it starts with their first festive coffee.
Why does fall feel like a fresh start?
54% of women say fall feels more like a new year than January does, and 57% say it reminds them of who they were as a kid. The return of routines, traditions and cooler weather makes fall feel like a natural reset.
How much do women spend on fall each year?
38% of women spend $150 or more on fall. Women who buy for how things make them feel are more than twice as likely to spend $150+ (49% vs. 21%), and 59% of women who keep six or more fall rituals spend that much.
How was this fall survey conducted?
Stacie Dauffenbach Marketing Solutions surveyed 300 U.S. women ages 25+ via Pollfish on September 26, 2026 (margin of error about ±5.7 points), plus 25 in-depth written interviews via Prolific.
Want the full findings?
Get the complete report with every chart, age-by-age breakdowns and the bittersweet side of fall. Or let's talk about what your customers are really feeling.
Methodology
Stacie Dauffenbach Marketing Solutions surveyed 300 U.S. women ages 25 and older via Pollfish on September 26, 2026. The margin of error is about ±5.7 percentage points at the 95% confidence level; results for smaller age groups are directional. Answer order was randomized on multi-option questions.
An additional 25 U.S. women ages 25+ completed in-depth written responses via Prolific. Quotes are anonymized and lightly trimmed for length.
How to cite this study: Dauffenbach, S. (2026). The Fall Feelings Report 2026: Why Women Really Love Fall. Stacie Dauffenbach Marketing Solutions. marketingbystacie.com/why-women-love-fall. Journalists and bloggers are welcome to use these findings with a link back to this page.
Stacie Dauffenbach is a fractional CMO and brand strategist with 25+ years in marketing, including 12+ years leading strategic marketing at ADT. A former Content Marketer of the Year and a 2026 WICMAs judge, she helps home services CEOs uncover what their customers really feel and turn it into marketing that matters.