It’s the first day of fall and somehow, we’ve seen pumpkin spice for over a month. Every year, coffee companies seem to roll out their pumpkin spice lattes, cold brews and muffins earlier than the last.
This year? Some chains started pushing pumpkin spice in mid-August, a full five weeks before the actual start of fall.
While we’re still dealing with heatwaves, back-to-school chaos and summer barbecues, the seasonal flavor of autumn is already dominating menus and social media. It’s too much, too soon. Pumpkin spice is supposed to be cozy, nostalgic and tied to the cooler days of fall.
When it debuts while people are still ordering iced lemonades and wearing flip-flops, it loses its magic.
“I think they come out a little too early–it’s still super hot outside and the leaves haven’t changed yet,” said Abi Halttunen, a sophomore majoring in political science. “I’d rather have a lavender drink than a pumpkin spice one, until October.”
The anticipation of fall, the crisp air, crunching leaves and layered clothes are the parts that make the pumpkin spice experience feel so comforting and exciting. By launching it in August, the coffee companies are skipping over the best part of it: the wait.
Ironically, pumpkin spice doesn’t even contain pumpkin. The flavor is a blend of warming spices, typically cinnamon, nutmeg, ginger, allspice and cloves. These have been used in American kitchens for centuries, particularly in pumpkin pie. The term “pumpkin spice” first appeared on spice packaging in the 1950s.
The real explosion came in 2003, when Starbucks released the Pumpkin Spice Latte. It was initially tested in just 100 stores in Washington, D.C. and Vancouver. Today, it’s the company’s most popular seasonal beverage of all time. As of 2023, Starbucks had sold over 600 million PSLs worldwide, turning what began as a limited-edition drink into a pop culture icon. The PSL even has its own verified X (formerly Twitter) account and inspired the creation of countless other pumpkin spice products, from breakfast cereal to beer.
What was once a nostalgic nod to homemade pies and fall gatherings has become a marketing juggernaut. The seasonal pumpkin spice industry is now estimated to be worth over $500 million annually in the U.S. alone. That’s part of the problem. This early rollout isn’t about celebrating the season; It’s about competition and cash. Chains want to beat each other to the punch, knowing fans will post photos of their first PSL of the year. When pumpkin spice is available for nearly three months, it starts to feel less like a seasonal treat and more like a gimmick.
For some fans, the arrival of pumpkin spice is an emotional event no matter how early it hits.
“This fall, the first sip of pumpkin spice latte brought tears to my eyes,” said Arielle Hebison, a junior studying business management.
Some people find the fall drinks coming out is the start of the new school year.
“I think if they came out when it’s still a little summery, it helps us better adapt to fall,” said Vickey Paulin, a sophomore studying secondary education. “Like, it’s a cushion to prepare you for the cold months ahead.”
Hebison said, “My roommates and I all woke up at 6 a.m. to be one of the first to experience the magic of a PSL glazing our taste buds. Nothing will ever compare to the sweet taste of the Starbucks fall collection.”
Still, there are very few who like the idea of pumpkin arriving as early as mid-August.
Coffee companies should let people enjoy the last little bit of summer before bringing out the fall drinks. The pumpkin spice drinks are amazing, no doubt about it. But they’d taste even better if we just had to wait a little longer.
AJ Pearman can be reached at [email protected].