(CNN) - 'Tis the season for spicy lattes, fast food turkey sandwiches and pumpkin-flavored everything.
If you're a fan, you better act fast. They won't be around for long, and that's by design.
Seasonal items are an important marketing tool for the food industry, giving customers a reason to stop by a store and spend more money.
Starbucks with its holiday cups. Dunkin Donuts has a whole slew of pumpkin-flavored treats. McDonald's brings back its McRib. And Subway has carved turkey sandwiches.
Experts say seasonal items give brands and customers something new to talk about each quarter. Since supply is limited, demand can become higher.
So, enjoy your pumpkin spice latte while it lasts. And let's be honest, you probably wouldn't want one in April.
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