The annual arrival of pumpkin spice-themed products and fall décor is happening earlier each year, a phenomenon dubbed "season creep" by experts and reflected in consumer behavior data. This trend sees Americans embracing autumnal traditions and purchasing seasonal items sooner than in previous years.
Coffee chains like Dunkin' and Starbucks, which are central to the pumpkin spice phenomenon, have continued to release their fall menus earlier. In 2023, Dunkin' launched its fall offerings on August 20 and Starbucks brought back its popular Pumpkin Spice Latte (PSL) on August 26. This year, both chains advanced their release dates by a day, with Dunkin' starting on August 19 and Starbucks on August 25.
Data from Instacart shows a significant shift in purchasing habits. In 2024, the peak for orders containing pumpkin spice items occurred on September 17, which was 10 days earlier than in 2023. While demand for these items cooled later in the season, a secondary spike occurred in November leading up to Thanksgiving.
DoorDash reported in 2025 that pumpkin spice demand spiked on August 19, nearly two weeks earlier than in 2021. The food delivery service also noted that grocery orders for ingredients used to make fall-inspired drinks at home began to increase in late July.
The National Retail Federation (NRF) has tracked a similar trend in Halloween shopping. In 2025, 49% of consumers indicated they would begin shopping for Halloween before October, a notable increase from 34% a decade prior. The NRF report highlights that younger consumers, particularly those aged 18 to 24, express greater enthusiasm for fall and holidays like Halloween, leading them to plan and shop intentionally ahead of time.
This early adoption of seasonal traditions is influenced by a combination of psychological, physiological, and societal factors, according to Michael Varnum, a social psychology professor at Arizona State University. Physiological responses to changing light and temperature can play a role, as can the societal rituals and schedules associated with seasons, such as back-to-school or holidays.
Varnum also suggests that hotter summers might increase people's anticipation for cooler fall weather. Furthermore, he points out that cultural perceptions of seasons are often based on a four-season model that may not align with actual climatic conditions everywhere.
Marketing efforts by retailers are also a significant driver of season creep. Experts suggest that businesses aim to extend the period of increased consumer spending associated with seasonal shifts and holidays by introducing products earlier. This strategy seeks to capture consumer interest and spending over a longer duration, potentially boosting sales throughout the extended season.