Where pumpkin spice lattes are already brewing
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The leaves may still be green and the temperatures blazing, but America's favorite fall flavor is already brewing.
Why it matters: The great pumpkin spice arms race is real.
What's happening: For people who just can't wait until fall, we are in "Augtober" and Summerween — when Halloween meets the summer heat and autumnal flavors creep into menus across the country.
Flashback: The pumpkin spice craze was born 23 years ago, when Starbucks debuted its Pumpkin Spice Latte — PSL, for short — in 2003.
Between the lines: Pumpkin spice isn't just a flavor — it's big business.
- Starbucks' PSL alone pulls in around $500 million every season, according to MarketWatch.
By the numbers: Last fall, PSL demand spiked on Aug. 19, nearly two weeks earlier than it did in 2021, per DoorDash data.
- And searches for "pumpkin spice" in July increased by 49% this year, according to Yelp data.
When is pumpkin spice season 2025
Weeks ago, the unofficial season began in grocery aisles.
- Now, it's debuting at restaurants with brands slowly launching products.
- Trader Joe's traditionally has launched pumpkin spice products by mid-September.
When is pumpkin spice available at places like Starbucks
This week, Krispy Kreme kicked off the spice parade when it brought back its Pumpkin Spice Original Glazed Doughnuts on Aug. 11, just through Aug. 17.
- The chain said its Pumpkin Spice Cake Doughnut, PSLs and pumpkin coffee are available through the season.
- IHOP also started serving pumpkin pancakes this week.
Aug. 26 is when Starbucks' fall menu debuts, four days later than last year's earliest ever release.
- Dunkin' hasn't announced when it switches to the fall menu but food blogger Markie Devo reports that Dunkin's fall menu is expected to drop Aug. 20.
Aug. 27 is when Denny's Pumpkin Pecan Pancakes return.
Aug. 29 is when Dairy Queen's Pumpkin Pie Blizzard Treat is back.
The intrigue: There are even limited-edition dog treats in the seasonal flavor.
- For the record, the fall equinox is Sept. 22.
