It might still be summer, but the seasonal favorite known as pumpkin spice is already stirring up excitement across the U.S. Despite the temperature being high and the days still bathed in sunshine, retailers and coffee shops are making moves to prepare for fall festivities earlier than ever.
Leading the charge is Starbucks, which announced the return of its iconic Pumpkin Spice Latte (PSL) on August 23, just shy of the official fall season. This year not only marks the 20th anniversary of the PSL, but it also sets the stage for Starbucks' full fall menu launch scheduled for August 24. With the combination of espresso, steamed milk, and autumn spices like cinnamon, nutmeg, and clove, the PSL is no doubt many people's go-to as temperatures begin to dip.
Alongside the PSL, Starbucks plans to introduce exciting new drinks this year, such as the Iced Pumpkin Cream Chai Tea Latte. This drink brings together chai flavors with pumpkin cream cold foam, whetting the appetite for autumn sips. Also set to make its return is the Pumpkin Cream Cold Brew, which has built quite the fanbase since its launch five years ago, combining cold brew coffee with pumpkin-flavored cream and topped off with spices.
But Starbucks isn't the only one getting in on the pumpkin party. Dunkin’ is taking its place among competitors by teasing its fall menu, which usually drops around the same time. Last year, they debuted their Pumpkin Spice Signature Latte on August 16, and it appears they'll aim for similar timing this year. Dunkin's menu is expected to feature classic offerings alongside some new items.
Notably, it's not just the coffee houses embracing pumpkin spice; retailers like 7-Eleven and Krispy Kreme have also jumped on the bandwagon. Early announcements from these chains hint at various pumpkin-infused treats ready for eager consumers. Krispy Kreme has plans to release fall-themed doughnuts and other seasonal pastries, demonstrating the dual threats of caffeine and sweet treats vying for customers' attention.
Meanwhile, the pumpkin spice craze has spawned quite the economy. According to research by Coherent Marketing Insights, the pumpkin spice market was valued at around $1.1 billion as of last year, highlighting its significant consumer interest. What was once just the favorite of coffee enthusiasts has morphed over the years to include pumpkin spice cookies, cereals, and even various craft beers. It’s clear: once fall approaches, the world starts turning orange!
An emerging trend dubbed "Summerween"—where residents start buying Halloween-themed items before autumn—even saw its fair share of goods hitting store shelves as early as May. With the Halloween holiday generating significant retail revenue—over $6.4 billion just from candy sales last year—stores are eager to cash in as early as possible. Major retailers including Target, Michael's, and Home Depot have joined the mix, surprising consumers with eerie decorations and candy on display during the summer months.
Notably, this early push for autumn-themed products has drawn mixed reactions from customers. While some find it amusing to witness stores fully decked out for Halloween during the summer, others feel it’s too soon to think about hot cocoa and spooky decorations. Yet the thought process for retailers is simple: consumers who decorate their homes for fall tend to spend quite well, increasing their chances of profiting by promoting Halloween products early.
With trends like Summerween, the buzz around returning pumpkin-flavored drinks, and the ever-increasing variety of themed products available, it appears autumn is coming fast and furious. The debate remains: Is it too early to think about pumpkin spice lattes when the sun is still shining bright? Or is it simply all part of the fun hustle for the best season of the year to enjoy some fall flavors? Only time will tell, but one thing is for sure: retailers are ready, and the pumpkin spice frenzy is bounding forward.