Key takeaways

• Shoppers spend approximately $500 million on pumpkin-related items, with options including yogurt, soap. and even trash bags.
• Foot traffic at Starbucks locations increased by as much as 45.5% in certain states on the day the coffee chain brought back its pumpkin spice latte (PSL) last year.

Read more: The Pumpkin Premium

Fall-themed items drive consumer spending 

While summer doesn’t officially end until late September, the autumn-themed drinks, food items, and products are falling into stores and coffee shops earlier than ever – and consumers are happy to pay up. Data shows that Americans spend approximately $500 million on pumpkin-related items, from food to trash bags.¹

This year, Krispy Kreme is one of the first food chains to debut its fall menu on August 11, with its Pumpkin Spice Original Glazed Doughnut available for a limited time.² Dunkin’ is expected to follow on August 20 with a blend of new and returning items.³

Starbucks, the originator of the popular autumn drink, is bringing back its pumpkin spice latte (PSL) and other fall favorites on August 26, while also introducing a new beverage: the Pecan Oatmilk Cortado.⁴ Last year, Starbucks saw foot traffic increase 24% the day the PSL made its return, with locations in North Dakota reporting a high of a 45.5% jump.⁵

Paying for pumpkins 

A study found that consumers are paying a “pumpkin spice tax” on the autumn-themed versions of treats like pretzels, coffee, and dog treats – spending an average of 7.4% more for the fall flavor.⁶ While McCormick sells its pumpkin spice seasoning year-round, 80% of its sales come from ‘PSL season.’⁷

In the last year, coffee prices have increased by about 12%, but that’s not stopping loyal fans of the fall beverages: 10% of sales at Starbucks come from the famous latte and other seasonal items.⁸ According to Empower research, nearly two thirds of Millennials (62%) say they’re glad to spend $7 on a daily cup of coffee because it brings them happiness. A hot, grande PSL was retailing for an average of $6.50 last year – which means it may be well within budget for some.⁹

Nearly 1 in 5 (19%) Americans say they enjoy splurging on coffee or other barista-made drinks and spend about $78 a month doing so.

Beyond the coffee

Since the Starbucks PSL first debuted in 2003, pumpkin spice season has practically become synonymous with autumn. With dozens of items to choose from, including cereal, protein drinks, yogurt, soap, candles, and even trash bags, the options are endless for consumers who are ready to say ‘bye bye’ to summer.^10-12

As people consume their beloved pumpkin spice, preparation for Halloween is also in full swing. Last year, the National Retail Federation projected that Americans would spend a total of $12.2 billion on the holiday.¹³ Major retailers like Target and Michaels started selling decorations and merch in May and June, with Lowes dropping its “Halfway to Halloween” line in April.¹⁴

With “summerween” and the extended fall, there’s plenty of time for people to celebrate – and spend – on spooky season.