This year’s return is expected to give Starbucks a boost in sales and foot traffic, just like it has in the past. Competitors like Dunkin’ and McDonald’s also offer their own versions of the fall-flavored drink, but Starbucks still leads the way.

Here’s a closer look at why the Pumpkin Spice Latte is such a big deal.

A Seasonal Favorite with a Big Impact

The Pumpkin Spice Latte (often called PSL) is Starbucks’ top seasonal drink. It was first tested in just 100 stores in Washington and Vancouver back in 2003. A year later, it rolled out nationwide. Since then, hundreds of millions have been sold.

Starbucks has introduced many limited-time drinks over the years, but PSL stands out. It was the third seasonal drink the company launched, following the Eggnog Latte and the Peppermint Mocha.

What makes it so popular? The warm mix of cinnamon, ginger, nutmeg, and allspice gives people that cozy autumn feeling—even if it’s still summer outside.

A Growing Fall Tradition

Over the years, the PSL has turned into more than just a drink. It’s become a cultural trend that signals the start of fall for many fans.

In fact, the term “pumpkin spice” was officially added to the Merriam-Webster dictionary in 2022. According to food research firm Technomic, mentions of pumpkin spice on U.S. menus increased by 33.8% between 2014 and 2024.

Starbucks has even built a community around fall fans. In 2018, the company launched a private Facebook group called the Leaf Rakers Society. Today, it has over 42,000 members who celebrate all things autumn—year-round.

Other Brands Join the Pumpkin Craze

Starbucks may have started the pumpkin spice trend, but other companies were quick to follow.

Dunkin’ added pumpkin-flavored drinks in 2007. This year, it’s launching its fall menu on August 20—beating Starbucks by six days.

McDonald’s jumped in too, launching its own version of a pumpkin spice latte in 2013.

While Starbucks’ PSL still leads in popularity, these other chains show how big the pumpkin spice market has become.

Sales and Foot Traffic Boosts

The return of the Pumpkin Spice Latte often leads to a noticeable spike in customer visits.

Last year, Starbucks saw a 24% increase in foot traffic at U.S. locations on August 22—the day PSL went on sale. That’s compared to the average of the previous eight Thursdays, according to data from Placer.ai.

Some states saw even bigger increases. In North Dakota, foot traffic rose by 45.5%. Mississippi saw the smallest bump, at just 4.8%.

The drink also plays a big part in Starbucks’ financial success. The company reported $36.2 billion in net revenue for its 2024 fiscal year, compared to $4.1 billion in 2003—the year the PSL was first introduced.

A Global Phenomenon

The Pumpkin Spice Latte isn’t just popular in the U.S. It’s now available in 79 global markets, up from the original 100-store test in 2003. Starbucks currently operates in 88 markets around the world.

With the drink’s return now an annual event, it’s clear the PSL has staying power. Its early arrival each year—pushed forward from a September 8 launch in 2015 to August 26 this year—shows just how eager customers are to get a taste of fall.

Final Sip

Starbucks’ Pumpkin Spice Latte has become more than just a drink—it’s a seasonal tradition with loyal fans and a big impact on business. Whether you’re a longtime PSL fan or trying it for the first time, you can grab one starting August 26 in the U.S. and Canada.

And if you’re really into fall? You’re not alone—there are tens of thousands of others out there ready to celebrate the season, one spicy sip at a time.

Source: AP News – A look at Starbucks and its Pumpkin Spice Latte, which returns to US menus Aug. 26

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