This is the Reason It Feels Like Pumpkin Spice Season Starts Earlier Every Year

Pumpkin spice: Either you love it, or you hate it. Regardless of your opinion, there is no denying that it has taken over fall. From coffee to dessert to everything in between, the flavor is all around us. 

Not only is it everywhere, it’s everywhere…starting in August. Maybe you are like me, and you just aren't ready to embrace sweater weather when it is still scorching hot outside. Or maybe you are the opposite and can’t wait for the most wonderful time of year to begin again. 

Regardless of whether you love it or hate it, there is no ignoring pumpkin spice season when it comes around. So, you might as well have an explanation for how it got so big—And why it seems to start earlier and earlier every year.

Where Did Pumpkin Spice Season Come From?

While pumpkin spice and pumpkin pies have existed for a long time, the true beginning of pumpkin spice season as we know it was the invention of the Pumpkin Spice Latte by Starbucks in 2003.

It’s hard to imagine Starbucks without the seasonal beverage. But the flavor actually took a lot of trial and error to put together. While searching for a new fall flavor to rival its holiday drinks, Starbucks tried chocolate and caramel flavors as well, but pumpkin won out in the end for being “unique.” 

Developers found inspiration for the drink by eating a bite of pumpkin pie and then taking a sip of coffee. (Sign me up!)

In the 2010s, the latte took over social media and became a cultural phenomenon. The PSL became a marker of the start of fall. It was the star of an SNL skit, featured in shows like Scream Queens, and posted by celebrities like Taylor Swift. 

Other coffee companies have versions of the latte, including a spiked version from Dunkin’. At this point, pumpkin spice is one of fall’s most famous celebrities. And everyone wants in on the action—including companies that don’t even sell coffee. Beyond drinks, it feels like you can find pumpkin spice-flavored everything these days: Pumpkin spice trash bags, bagels, ice cream, and even SPAM. 

While pumpkin spice isn’t new, it still might come as a shock to see these products at the end of August. Isn’t it still summer? The reasoning behind brands pushing pumpkin products so early makes sense. I’m not saying you need to move on from summer yet, but here’s why it feels like everyone is trying to get you to.

Why Does Pumpkin Spice Season Start So Early?

August is a month full of great food. The end of summer means tomato salads and zucchini bread. Back-to-school recipes and the beginning of football season. It feels like a shame that we have to skip it to rush into fall. 

While August is a great time of the year, it also is a time when restaurants and food companies experience a bit of a lull. People start to get tired of summer and are looking forward to the next thing. Enter pumpkin spice. The flavor gets people excited for the upcoming season and, since it is only around for a limited time, customers are ready to jump on making the most of the season as soon as possible. 

It must be working for stores, as it feels like pumpkin products get released earlier and earlier every year. If it tastes good in October, there is no reason a pumpkin product won’t taste good in August, too. (Although, I’m not sure there is any time of year when you could convince me to try Pumpkin flavored SPAM).

Is Pumpkin Spice Season Starting Earlier Every Year?

It certainly feels like pumpkin spice season is starting sooner each year. But, to tell, we need some sort of way to measure whether this is really the case or not. 

To answer this question, I decided to look at where the season first began: Starbucks. What better way to look at the start of pumpkin spice season than by studying the PSL’s yearly availability? 

I did some very important research and looked at the past release dates of the Starbucks fall menu (a.k.a. when the PSL comes back to stores again). As a result of this very scientific examination, I determined that the answer is yes. Pumpkin spice season does start earlier and earlier every year. 

The PSL was first released on Sept. 8. In 2024, however, the Starbucks fall menu is available in stores starting on Aug. 22 this year, the earliest date yet. Past release dates have included Aug. 24 in 2023, Aug. 30 in 2022, and Aug. 24 in 2021. So it does seem like pumpkin spice season is starting earlier and earlier. If this pattern continues, maybe one day we will sip iced PSLs by the pool in July!

Is This True For All Pumpkin Spice Products?

Not all signs point to pumpkin spice season arriving sooner every year. While Starbucks certainly is releasing its menu at earlier dates each year, not all brands have followed suit. 

For example, in 2023, the Dunkin’ fall menu was released on Aug. 16. As of Aug. 21, there has been no announcement surrounding this year’s fall menu.

While I’ll complain a little about this rushed beginning of fall every once in a while, I almost always have my first fall drink before August is over. True, the end of summer is fun, but I see it as enjoying the best of both worlds. They make iced lattes for a reason, so I see no excuse not to embrace pumpkin spice and everything nice this early.