In most parts of the United States, the trees are still green and the weather is warm, but for many restaurants and retailers, fall has already arrived. Traditionally, Halloween candy and pumpkin spice lattes made their debut after Labor Day, marking the beginning of the fall season. However, in recent years, there has been a noticeable shift in the timing of these autumnal offerings. Restaurants and retailers are now releasing their fall-themed food and beverages even earlier, sometimes as early as August. This change can be attributed to a variety of factors including the growing popularity of pumpkin-flavored items, consumer demand, and the desire to capitalize on seasonal trends.
According to Technomic, in 2019, there were 268 limited-time pumpkin launches by restaurants and convenience stores. Fast forward to 2022, and that number more than doubled to 559. This increase can be attributed to the fact that companies have realized the profitability of pumpkin-themed products, as well as the fact that consumers enjoy the taste of these seasonal items. Additionally, extensive consumer research has indicated that there is a market for pushing the boundaries of the traditional timing of fall-themed launches.
The changing timing of fall-themed releases can also be attributed to the shifting seasons in general. With many schools starting earlier, Labor Day has lost some of its significance as a seasonal indicator. Families are already preparing for the new school year in August, so fall seems to be just around the corner. This is why some parents have started incorporating Halloween candy purchases into their back-to-school shopping routines. The convenience of killing two birds with one stone has led to an earlier adoption of fall-themed products.
Starbucks is often credited with popularizing pumpkin-themed drinks and food through the introduction of the iconic pumpkin spice latte 20 years ago. Before the pumpkin spice latte, pumpkin products were relatively scarce in the marketplace. However, Starbucks’ innovative creation sparked a trend that has since been embraced by numerous competitors. In recent years, Starbucks has faced criticism for releasing its fall menu earlier and earlier. In 2018, the pumpkin spice latte was reintroduced in August, and this year’s launch on August 24 tied with 2021 as the earliest rollout yet.
As Starbucks has pushed the fall season earlier, the company has also adjusted its menu to cater to changing consumer preferences. In 2019, Starbucks introduced the pumpkin cream cold brew, its second-ever pumpkin-themed drink. This year, the menu was expanded to include the iced pumpkin cream chai latte. These additions reflect the rising popularity of cold drinks, which account for more than three-quarters of all Starbucks beverage orders, regardless of the season. Furthermore, these cold drinks are a more temperature-appropriate option for late August when many consumers are still dealing with heatwaves and seeking refuge in air-conditioned spaces.
However, not all consumers are eager to jump on the early fall bandwagon. Eleni Demestihas, a 28-year-old lawyer from Denver, prefers to delay her first pumpkin spice latte of the season until the weather is cooler and she can comfortably wear a sweatshirt all day. For her, mid-October is the ideal time to indulge in her favorite fall treat, even if she prefers it iced. In the meantime, she finds joy in PSL-themed memes and anticipates the arrival of fall at a later date.
Despite the backlash faced by Starbucks, some of its rivals have entered the autumn arena even earlier. Dunkin’, privately owned by Inspire Brands, released its autumn menu on August 16, a full eight days before Starbucks. Krispy Kreme followed suit by rolling out its pumpkin spice doughnut lineup on August 7. IHOP, known for its breakfast offerings, released its fall menu, featuring pumpkin spice pancakes and pumpkin spice cold foam cold brew, on August 28, six days later than its launch last year. These early entries into the fall market are based on consumer insights and the popularity of these seasonal items among customers.
While there may be grumbling about the early arrival of fall menus, companies that have chosen to shift the timeline haven’t necessarily pulled their products earlier. Lizzy Freier, the Director of Menu Research and Insights at Technomic, notes that plenty of companies are still adhering to traditional seasonal boundaries. For example, Reynolds’ Hefty is holding off on releasing its cinnamon pumpkin spice-scented trash bags until September. These companies recognize the importance of maintaining balance and not overwhelming consumers with an oversaturation of fall-themed products.
The early arrival of fall-themed food and beverages is a phenomenon driven by several factors. Companies have realized the profitability of pumpkin products, consumers continue to display an appetite for these seasonal flavors, and early releases align with the changing dynamics of the back-to-school season. While Starbucks may be at the forefront of the pumpkin craze, other competitors have entered the market even earlier. Nonetheless, there are still companies that adhere to traditional seasonal boundaries, recognizing the importance of striking the right balance. So whether you’re eagerly sipping on a pumpkin spice latte in August or patiently waiting for cooler temperatures, one thing is clear – fall is coming, and it’s bringing its seasonal flavors along for the ride.
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