Pumpkin spice season has officially begun, with coffee chains across the United States rolling out their fall-themed beverages and competing for a share of the lucrative market. This annual surge in demand for pumpkin-flavored items has become a significant revenue driver for the industry.
La Colombe initiated the race this year, bringing back its Pumpkin Spice Draft Latte on August 4, three weeks ahead of Starbucks' planned launch. The Philadelphia-based company described its version as being made with real pumpkin purée and warming spices, offering a smoother, less sugary alternative to the traditional recipe. This early release aims to provide customers with an autumnal taste while much of the country is still experiencing summer heat.
Starbucks, whose Pumpkin Spice Latte has become a cultural phenomenon, launched its seasonal menu on Tuesday, August 25. The coffee giant is not only bringing back its signature drink but also expanding its fall offerings with new beverages such as an Iced Pumpkin Cream Shaken Espresso, Pumpkin Spice Chai, and an Iced Pumpkin Cream Matcha. Additionally, Starbucks is introducing pecan-flavored drinks, two banana-bread-inspired beverages, and a Chaider, a blend of chai and cider flavors.
Beyond beverages, Starbucks is leveraging the popularity of its fall offerings through merchandise. The chain is launching a new "PSL Society" collection, which includes items like a pumpkin-shaped gourd mug for $19.95, a PSL glass cold cup for $24.95, and a $32.95 Owala and Starbucks water bottle. Other merchandise includes a stainless-steel tumbler with a pumpkin charm for $22.95, a pumpkin spice latte hat for $29.95, a ceramic mug, and an orange cold cup.
Rival chains are also intensifying their efforts. Dunkin' is expanding its fall menu beyond traditional pumpkin flavors to include a wider selection of seasonal drinks and treats. Dutch Bros. brought back its Caramel Pumpkin Brûlée on August 21 and introduced an Autumn Berry lineup.
McDonald's, however, is taking a different approach. After selling its own pumpkin spice latte for 13 years, the fast-food chain has removed the flavor from its fall lineup this year, opting instead to promote a caramel apple pie drink. Despite this shift, numerous other coffee retailers, including Peet's Coffee, Scooter's Coffee, Krispy Kreme, 7-11, Panera, and Tim Hortons, are incorporating pumpkin spice into their seasonal menus.
Data from Placer.ai suggests that while competitors can replicate the seasonal strategy, they have not yet matched the cultural impact of Starbucks' original Pumpkin Spice Latte. In 2025, Starbucks' fall menu launch reportedly generated a greater increase in customer traffic compared to similar launches by Dunkin' and Dutch Bros. This indicates that while the seasonal strategy is widely adopted, the enduring appeal of Starbucks' iconic drink continues to drive significant business.