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'Tis the season for spicy lattes, fast food turkey sandwiches and pumpkin-flavored everything.If you're a fan, you'd better act fast: They won't be around for long.That's by design. Seasonal items are an important marketing tool for the food industry, according to Alexander Chernev, a professor of marketing at Northwestern University's Kellogg School of Management.Limited releases almost give consumers a Pavlovian response. For example, when the weather turns colder, Starbucks customers habitually get excited about Pumpkin Spice Lattes. In November, customers come in to check out the new holiday cups."When you have these exclusive products, which exist for a short period of time, it gives people a reason to come to the store," Chernev explained.It's not just Starbucks that comes out with seasonal specials: Dunkin' Donuts announced a whole slew of pumpkin-flavored treats in August. McDonald's is getting ready for winter with the McRib. As the holiday season gets into full swing, we'll be sure to see Santa on Coca Cola bottles, turkey sandwiches from Subway and more. In the spring, it'll be Girl Scout cookie time.Related: The McRib is back at McDonald's For fast food chains in particular, which rely on familiarity, holiday items can offer consumers some variety."You need consistency because that's the brand mantra," said Chernev. "But no matter how much you like something, consuming something different ... increases the enjoyment of what you consumed before."Chernev says it's a neat marketing ploy: Although a specialty item may be exciting on its own, it can also remind consumers how much they like the basics.Seasonal offerings can also give brands a chance to test a new product. When Starbucks announced the return of the Pumpkin Spice Latte this year, it also unveiled the Teavana Pumpkin Spice Chai Tea Latte.And Chernev pointed out that seasonal menu items mean brands have something new to talk about every quarter.Starbucks says that's part of the rationale behind its seasonal drinks"We strive to provide our customers with unique, seasonal offerings to celebrate each season, and customer response has been extremely positive to that," a company spokesman said.Related: Hey, latte fans: Maple is having a moment this fallThere are some basic supply-and-demand economics behind limited-time releases too: Scarcity can build hype."It's a way to create excitement for the menu," said R.J. Hottovy, a consumer strategist for Morningstar.Items that might be popular for a few months probably wouldn't generate enough year-round demand.For example, when the McRib debuted in 1981, it was a dud. McDonald's pulled it from its menu four years later. Though it never achieved nationwide success, there were parts of the country where the McRib generated a solid enough fan base to bring it back every now and then."There's a lot of mystery around why the McRib comes and goes, but to be honest it's a local option based on consumer demand," a McDonald's spokesman said.The McRib works very well in the Midwest, but doesn't necessarily work as well in the coastal areas, Hottovy noted. That's why it makes sense to restrict the amount of McRibs that go on sale.Hottovy explained that sales typically rise for a short time when companies unveil seasonal items. But after a few weeks, that demand drops off after the core fans of the limited time product are satisfied.So enjoy your Pumpkin Spice Latte while it lasts. And let's be honest, you probably wouldn't want one in April.The-CNN-Wire 3526

They call it "The Game." But one of the fiercest rivalry college football games will have to wait a few more weeks due to the massive Camp Fire burning in Northern California. Due to the poor air quality in the Bay Area from the Camp Fire, Saturday's Stanford/California football game has been postponed until Dec. 1. The game will take place one day after the Pac 12 championship game, but both teams have already been eliminated from contention. As of Friday, the Camp Fire has killed at least 63, and hundreds are missing. The game, which was going to be held on California's Berkley campus, is just one of many college sporting events being postponed this weekend due to poor air quality. "We have been carefully tracking air quality in Berkeley and the Bay Area over the past week, relying on the best data and guidance available to us from medical and environmental experts," California's Athletic Director Knowlton said. "The forecasts we have received show a minimal chance of the improvement necessary to hold the game on Saturday. While we would have preferred to play the Big Game on its scheduled date, once we realized that air quality would likely not return to acceptable levels, we made the decision to postpone for the health and safety of our student-athletes, coaches, gameday staff, students, band and spirit groups, alumni and fans."Berkley is located roughly 150 miles from Paradise, which was the epicenter of the Camp Fire.  1481

There are 88 national park forests in the US you could choose from that would allow you to cut your own Christmas tree.And all you need is a Christmas tree cutting permit.According to the U.S. Forest Service, visitors need a Forest Service-issued permit, which is available for purchase on the Recreation.gov website or at local offices.According to a press release, the Forest Service began selling permits in a "modernize" way on Oct. 15, as a way to minimize in-person interaction during the coronavirus pandemic.The program, the agency said, is also good for the forest."The Christmas tree permit program is also a tool used in thinning dense, unhealthy stands of trees," the agency stated in an October press release. "Forest health experts help identify areas where Christmas trees can be cut, opening up forage for wildlife and allowing the remaining trees to grow larger."According to the Forest Service, there are specific guidelines to follow, including having your permit on you at all times. You'll also need to contact the forest district office nearest you for cutting instructions.The permits will set you back between to , varying by location. 1173

THOREAU, N.M. (AP) — New Mexico authorities say multiple people have been killed in a commercial passenger bus crash along Interstate 40.New Mexico State Police did not say how many people died or how many were injured in Thursday's crash.They said passengers were transported to a hospital and a phone number was set up for family members seeking more information about people who were aboard the bus.The wreckage included a Greyhound bus with front-end damage and a semi-truck that was on its side and with its cargo strewn across the highway and the median.Greyhound says the bus was heading from Albuquerque to Phoenix and there were 47 passengers on board.Spokeswoman Crystal Booker says it's unclear what caused the crash.The crash forced the closure of the westbound lanes of the interstate and traffic was backing up as travelers were being diverted. 866

There's a new Facebook hoax going around — and it's targeting your inbox."We’ve heard that some people are seeing posts or messages about accounts being cloned on Facebook. It takes the form of a 'chain mail' type of notice," a Facebook official said.Here's what happens: you receive a message from an existing Facebook friend telling you they've received a friend request from you. Then it says to check your account and instructs you to forward the message to all your friends.But users are following these actions without actually checking if they have a duplicate profile and it's leading to a lot of confusion, a Louisiana official said.The message reads: 678

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