Americans are ushering in fall traditions and seasonal products earlier than in previous years, a phenomenon characterized as "season creep." This trend is evident in the early return of popular items like the pumpkin spice latte and shifts in shopping habits for seasonal décor.
Data from Instacart show that the peak for orders containing pumpkin spice items occurred on September 17 this year, a full ten days earlier than in 2023. While demand cooled sooner, a secondary spike occurred in November leading up to Thanksgiving. DoorDash reported that demand for pumpkin spice products spiked on August 19, nearly two weeks earlier than in 2021, with grocery orders for ingredients used in fall-themed drinks beginning to surge in late July.
The National Retail Federation (NRF) reported that 49% of consumers planned to start Halloween shopping before October in 2025, a significant increase from 34% a decade prior. The NRF noted that younger consumers, particularly those aged 18 to 24, are more likely to look forward to fall and Halloween, attributing their early shopping to intentional planning rather than impulse.
Social psychologist Michael Varnum of Arizona State University suggests that the appeal of seasonal traditions is influenced by a combination of physiological responses to environmental changes, societal associations, and learned rituals. He also acknowledges the significant role of marketing, with retailers aiming to extend seasonal spending periods by introducing products earlier.
"How we respond to seasons isn’t purely driven by actual changes in the environment but is also shaped by other associations, traditions, rituals and schedules – spring break, back to school in fall, Halloween, Christmas, etc. – that are built into our society and what we learn from an early age," Varnum explained. He also noted that hotter summers might increase anticipation for cooler fall weather.
Varnum also commented on the cultural adherence to a four-season model that may not align with actual climatic variations globally. He speculated that retailers hope to benefit from earlier consumer engagement with seasonal themes, thereby potentially extending sales periods.
In 2026, both Dunkin’ and Starbucks launched their fall menus earlier than the previous year. Dunkin’ introduced its offerings on August 19, and Starbucks brought back its pumpkin spice latte on August 25. This aligns with the broader consumer trend of embracing fall earlier, with seasonal décor and food items appearing on shelves and in marketing campaigns well before the official start of autumn.