As the leaves begin to change and the air starts to get crisp, there’s one thing that signifies the start of fall besides football: the Pumpkin Spice Latte.
More than just a coffee, this handcrafted beverage has become a beloved (and sometimes hated) autumn symbol.
In this blog, Nicole Garcia, Senior Digital Marketing Manager, will explore the origins of the PSL and business strategies your company should consider to take advantage of seasonal marketing trends.
What’s Covered:
- The Original PSL
- Why Is the Pumpkin Spice Latte So Popular?
- Beyond the Flavor: Pumpkin Spice Latte By The Numbers
- Should My Business Follow the Pumpkin Spice Latte Trend?
- PSL: Here to Stay
Expert Insight
Seasonal trends aren’t just passing fads, they’re predictable consumer behaviors that businesses can leverage year after year. The success of the Pumpkin Spice Latte trend shows how powerful it can be when a brand taps into cultural moments.
With proper planning, you can create excitement and brand anticipation by creating your own seasonal launches. These tap into nostalgia and tradition, allowing your brand to be a part of your customers’ yearly rituals.
Seasonal marketing is an essential growth strategy. Whether you’re a local business or a national franchise, aligning with different cultural moments and holidays will give your brand relevance and visibility.
The Original PSL
Pumpkin Spice Latte history dates back to 2003, specifically 22 years ago, when Starbucks beta tested the beverage in select cities. The beloved beverage launched across 100 Starbucks stores through Vancouver and Washington. Obviously it was a hit, launched nationally, and today, the PSL is the most decorated, successful season beverage of all time.
Cue competition.
Today, you’ll find variations of the PSL, along with various other pumpkin-inspired drinks. Other chains including Dunkin Donuts, Peet’s Coffee & Tea and Caribou Coffee have all released a pumpkin latte on their seasonal menus to compete.
By combining espresso with milk, pumpkin pie flavors, and the fear of missing out, Starbucks created and solidified one of the most iconic drinks ever, setting the stage for America’s obsession with seasonal traditions.
However, the pumpkin spice craze has moved beyond just coffee. Popular grocery stores such as the Kroger chain and Trader Joe’s carry pumpkin spice everything, from creamers and candles to cereal, protein powders, dessert, and more!
Pumpkin-flavored products across the US saw a sales high of $802.5 million from July 2022 – July 2023, a 42% increase from the same period in 2019.
Why Is the Pumpkin Spice Latte So Popular?
Many people wonder: why is Pumpkin Spice Latte so popular?
The truth lies in the marketing.
By offering pumpkin-flavor or inspired beverages for a limited-time, companies are able to create that urgent, “I gotta get it before it runs out” feeling, pressuring customers to try their drinks before they go away for another year.
And in the era of social media, that FOMO feeling you feel is intensified. Pumpkin spice latte social media trends are everywhere, from rating different drinks, to posting with dreamy autumn landscapes, you can’t miss them.
Beyond the Flavor: Pumpkin Spice Latte By The Numbers
Every August, when back-to-school sales start and flip flops get exchanged for sneakers, searches for, “when does pumpkin spice latte come out” spike dramatically. This demand cycle has been repeated over the last 20 years, revealing the power of the pumpkin spice latte trend and sealing it in as one of the most successful seasonal marketing strategies to exist – ever.
Over the past five years, “PSL” searches have been on the rise, reaching double the search interest compared to the full “pumpkin spice latte” phrase. In Fall 2023, “PSL” peaked at a search index of 100, while “pumpkin spice latte” only reached around 60.
States that are searching for the abbreviation of the term include Florida, New Jersey, Maryland, New York and Virginia, all on the east coast. Contrastingly, states that are searching for the full term the most include Hawaii, South Dakota, West Virginia, Montana, and Idaho. This regional split suggests that urban areas with younger demographics are searching for PSL, while rural regions are sticking to the full phrase.
Every year when the PSL returns to the Starbucks menu, foot traffic across US stores jumps. On August 22, 2024, the day the PSL returned to the menu last year, Starbucks saw a 24% increase in foot traffic, compared to the average Thursday.
Should My Business Follow the Pumpkin Spice Latte Trend?
The short answer: maybe. Depending on what type of business you run, you might want to consider the Pumpkin Spice Latte trend, or look into other seasonal marketing trends.
Seasonal Scarcity = Predictable Buzz
Starbucks limits the PSL to three months, really consolidating the “fall season” from mid-August to mid-November when the winter holiday drinks launch. This strategy creates yearly anticipation, as well as the fear of missing out.
- Ecommerce: Explore seasonal or limited-edition collections. For October, during breast cancer awareness month, you could offer a discount on all pink items purchased in store.
- Fitness: Create seasonal or monthly “programs” or “challenges” that run for short, set periods of time. Consider a “new year’s reset” program.
- Home Services: Offer limited-time promotions such as “buy one month get one month half off” or “20% off landscaping services in March to prepare for the spring.”
Cultural Rituals
PSL isn’t just a drink anymore. It’s turned into a fall ritual, kicking off the crisp air before it gets here. In fact, it became so significant that in 2022 Merriam-Webster added the term “pumpkin spice” to the dictionary.
- Hospitality: Build seasonal rituals such as the “First Snow Staycation Package” in places it gets cold.
- Ecommerce: Market “back-to-school” and “best fall fashion” campaigns by discounting items like shoes or backpacks.
- QSR Restaurants: Anchor menus around cultural moments and holidays. Think McDonald’s green Shamrock Shake that signifies March.
Leverage Social Media Trends
The pumpkin spice latte lives on Instagram and TikTok. During the fall there are endless accounts posting content including cozy cups, fall leaves, and other seasonal vibes.
- QSR Restaurants: Encourage patrons to share user generated content that highlights seasonal offerings. You could host a fall photo contest for the best PSL photo.
- Travel: Promote trips to some of the least popular destinations tied to seasonal weather.
- Beauty and Wellness: Launch seasonal shades of a color or scents that resonate with the season.
Nostalgia & Emotional Marketing
The original recipe for PSL when it was launched in 2003 was made up of three spices: cinnamon, nutmeg and cloves. In 2015, Starbucks reformulated the PSL recipe to include real pumpkin puree and removed artificial caramel coloring. Despite the new recipe, these spices remind people of home, of Thanksgiving, and tradition. And it’s that emotional pull and connection that truly drives sales.
- QSR Restaurants: Lean into nostalgic flavors. Experiment with other seasonal flavors such as gingerbread, caramel, apple and peppermint.
- Ecommerce: Create unique campaigns for products with “bring back the memories” storytelling. Draw on universal experiences for inspiration.
- Auto Repair: Highlight throwback playlists or vintage elements of cars that need repair, positioning your brand as the reliable franchise to preserve memories.
PSL: Here to Stay
Sad news for the pumpkin spice haters out there: it’s here to stay.
PSL just celebrated its 22nd birthday on August 26, 2025. Starbucks alone estimates the pumpkin spice latte brings in about $500 million per year in pure revenue. And with success like that, it just makes sense that Starbucks has grown their pumpkin product line. PSL has turned into the anchor for fall drinks, as we’ve seen pumpkin-flavored variations including Pumpkin Cream Cold Brew and the Iced Pumpkin Cream Chai.
As the market continues to evolve to include health-conscious versions of the product including oat milk or low-sugar options, it’s safe to say that the future looks bright for the pumpkin spice latte, and VERY orange.
Pumpkin Spice Latte: Quick Expert Q&A
1. When do Pumpkin Spice Lattes come out?
Depending on the brand and the calendar year, you can expect Pumpkin Spice Lattes to come out in late August. Starbucks pumpkin items hit their menus on Tuesday, August 26th, 2025. Dunkin Donuts unveiled their fall drinks a week earlier, Wednesday, August 20th, 2025. Smaller local or boutique coffee shops often hold off until September to release their fall menu.
2. How many calories in a Pumpkin Spice Latte?
A tall (12 oz) has about 300 calories, a grande (16 oz) has about 390 calories and a venti (20 oz hot / 24 oz iced) has about 470 calories.
3. How much caffeine is in a PSL?
A tall (12 oz) has 1 shot of espresso with 75 mg caffeine, a grande (16 oz) or a venti (20 oz hot / 24 oz iced) has has 2 shots of espresso with 150 mg caffeine.
4. What does a Pumpkin Spice Latte taste like?
A pumpkin spice latte usually has a subtle taste of pumpkin, think sweet like caramel rather than bold. Additionally, you’ll taste cinnamon, nutmeg, and clove, the ingredients of pumpkin spice. Starting with espresso and milk will give your drink that coffee base with roasted notes, while keeping your drink creamy.
5. Is Starbucks Pumpkin Spice Latte gluten free?
The quick answer is yes. For those without a severe gluten intolerance, a PSL is gluten free, but beware of the possibility of cross-contamination.
Lean Into Seasonal Marketing Trends
The pumpkin spice latte marketing trend proves that seasonal promotions, cultural storytelling, and consumer anticipation can transform a simple product into a global phenomenon. At Ignite Visibility, we help businesses of all sizes tap into these same principles to build visibility, loyalty, and growth.
Whether you’re a coffee shop hoping to attract more fall foot traffic or a franchise brand looking to ride the pumpkin spice craze with your own seasonal spin, our team knows how to make it happen.
Ignite Visibility can help you:
- Improve hyperlocal visibility in your community
- Launch content marketing campaigns built around seasonal trends your audience loves
- Generate buzz through SEO, social media, and reputation management
- And more!
Are you ready to make your brand as unforgettable as pumpkin spice season?
Get started with a free proposal today!
