Hello, welcome to Business Daily on the BBC World Service. I'm Megan Lawton, standing in a field

full of thousands and thousands of pumpkins. We're at Downey's Farm, a short drive from Toronto in Canada

during its annual Pumpkin Fest. Are you partial to a pumpkin spice latte? Oh, obviously.

We just finished two.

From spice lattes to scented candles, fall or autumn,

has become a staple in marketing calendars and on social media.

60% of our business occurs in these six weeks.

Where once cold weather could lead to a lull in sales, businesses now make a fortune selling

autumn-themed products, from coffees to candles and experiences.

Today, we'll look at where this trend came from, asking how we fell for fall.

This is actually a phenomenon where people crave warmth, coziness and connection during cooler months.

We'll speak to the content creators fueling full fever.

I made a movie night's like awesome theme video in July.

Today it has about 10 million views.

Learn how rising costs of living are influencing the trend. Full taps into the

growing treat culture, which is a result of economic pressures. And hear how even the countries

without autumn weather still embrace the season. I remember my colleagues ordering in the

Pumpkin Spice Larday from Starbucks in the offices in Mumbai where there is nothing

close to fall weather. That's all coming up on today's Business Daily.

It's a crisp morning in October at Downey's Farm and Pumpkin Patch.

A 40-minute drive from Canada's largest city, Toronto, this place transforms into a full

theme park during the season.

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