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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

Trade war fears and a presidential attack on Amazon are rocking Wall Street.The Dow dropped more than 700 points on Monday, and the Nasdaq plunged 3%. The S&P 500 hit its low for the year and was on track for its lowest close since November. The sell-off left all three major indexes in the red for 2018.By the end of the day Monday, the Dow slightly recovered, closing down 458 points for the day.The sell-off on the first day of the second quarter came after President Trump once again attacked Amazon on Twitter. Amazon, one of the biggest drivers of the 2017 market rally, tumbled 5%, wiping out more than billion of its market value.Trump once again accused Amazon of taking advantage of the US Postal Service, and he suggested that Amazon does not pay its fair share of tax.In fact, Amazon pays the same lower rate that the post office charges other bulk shippers, and it collects sales tax in every state that charges it. Amazon does not collect sales tax on purchases made from third-party vendors."You've got the president of the United States attacking a single company over what he considers to be unfair practices," said Ian Winer, head of equities at Wedbush Securities.Amazon wasn't the only tech stock in trouble. Tesla, Netflix and Cisco all dropped by at least 4%. Intel plunged 8% on a?Bloomberg News report that Apple plans to switch to its own chips. Almost every stock in the Nasdaq 100 lost ground.The Nasdaq has plunged more than 10% from its all-time high on March 12."When investors see market leaders suddenly stumble, they become more cautious about the entire group," said Kate Warne, investment strategist at Edward Jones.Wall Street is also fretting about rising trade tensions, especially with China. Beijing responded to Trump's steel and aluminum tariffs on Monday by following through on its threat to impose tariffs on billion of US imports. The tariffs apply to 128 products, ranging from pork and meat to steel pipes.Trump plans to place additional tariffs on about billion worth of Chinese goods — and Beijing has promised to respond.John Toohey, head of equities at USAA, blamed the sell-off on concerns about the China tariffs. "Global trade could slow down, global supply chains could be impacted, and CEOs could be more cautious on capital spending," Toohey said.NAFTA worries are also on the rise after Trump took aim at the trade deal between the United States, Canada and Mexico. Trump on Sunday linked NAFTA to his efforts to build a wall along the border with Mexico."They must stop the big drug and people flows, or I will stop their cash cow, NAFTA. NEED WALL!" Trump tweeted."It's a cause for concern. That mixing of issues is contributing to uncertainty," said Kristina Hooper, chief global market strategist at Invesco.No matter the cause, signs of fear abounded. The VIX volatility index jumped more than 15%. CNNMoney's Fear & Greed Index of market sentiment dropped further into "extreme fear." Crude oil plunged about 3%. Gold, which tends to do well when investors are worried, climbed more than 1%."None of it makes a lot of sense," said Michael Block, chief strategist at Rhino Trading Partners. "I don't know what we learned that was new. Chinese tariffs are not surprising."After spiking last year, the stock market hit extreme turbulence during the first three months of the year as investors worried about tariffs, inflation and tech stocks. The Dow snapped its longest quarterly winning streak in 20 years.Stocks may be volatile, but the backdrop looks bright. Global economic growth is expected to accelerate and corporate profits are likely to surge, thanks in part to Trump's corporate tax cuts."It's unlikely to be the end of the bull market," Warne said. "The underlying fundamentals remain positive." 3823

There was love in the air during the "American Idol" finale Monday night, and not just from fans rooting for their favorites.It was revealed that the final pair of contestants, Caleb Lee Hutchinson and Maddie Poppe, are dating.Poppe, a 20-year-old singer-songwriter from Iowa, claimed the Idol title over her 19-year-old beau, who is a musician from Dallas, Georgia.Hutchinson congratulated his girlfriend in a tweet that excitedly proclaimed, "MY GIRLFRIEND WON AMERICAN IDOL!!!" 488

To the Black Friday victors go the spoils.Use these hacks to guarantee yourself the deals you want, whether you decide to shop from your couch or at the store. 177

Three national parks recorded its highest number of visitors last month.According to The Billings Gazette, Yellowstone National Park recorded more than 360,000 visitors in October, which is an increase of 110% from last October.Its previous October record was set in 2015 when 252,000 guests visited the 2.2 million-acre national park.But for the whole year, visitation is down 6% from the same time as last year, with about 3,740,000 people visiting the park, the Associated Press reported, but that's because the park was closed for two months due to the coronavirus pandemic.Another national park that saw record crowds was Grand Teton National Park, located 31 miles from Yellowstone.In October, Grand Teton saw more than 351,000 guests, which is up 88% percent from this exact time last year, the Gazette reported. According to the newspaper, the national park's previous October record was set in 2018 with more than 207,000 visitors.The newspaper also stated that Glacier National Park recorded more than 125,000 tourists last month. In 2018, only 78,000 guests visited, and over the previous three years, the national park has recorded about 85,000 people. 1172

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