It's October, and that means it's time for jaundiced, worn-out columnists determined to wring all the joy out of life to complain about Pumpkin Spice Whatever. Middle-aged men stare with mute despair at the computer screen, wondering if they wrote this last year. Probably. Well, no one notices. Do it again.
"So I was at the hardware store the other day — the local one that the big box in the suburbs hasn't killed, the kind of place where there's an old dog hanging around and an older guy who can find you a flanged nail if you tell him you need to fix the gutter, a place America seems to forget in these days when Amazon will send you a head of lettuce if you ask — and I was surprised to see they didn't have Pumpkin Spice Paint."
The columnist stops, thinks: Is there Pumpkin Spice Paint? Better use the Google.
Well, I'll be. Benjamin Moore. Color #126. Rewrite, then.
"I wasn't surprised to see they had Pumpkin Spice Paint. I guess it has notes of cinnamon and nutmeg in case you want to feel cozy on a wet day and decide to lick the wall. But if you ask me. ... "
"No one's asking you," the voice in his head whispers. "No one cares. People like it. Write about something else."
No. I insist. But I come not to condemn Pumpkin Spice, but to praise it. Put it in everything. Popcorn, deodorant, motor oil, I don't care.
Let me back up a bit. The other night I went to Trader Joe's, where the calendar either says "Mango" or "Pumpkin spice." They had PS waffles to sample. They had PS butter for your PS bagels. They had PS rolls with PS icing. They had PS granola. The only new item that did not have Pumpkin Spice was the Pumpkins.