.webp)
Starbucks has officially brought back its iconic Pumpkin Spice Latte (PSL) to menus across the U.S. and Canada.
Launched in 2003, the PSL has become Starbucks’ most popular seasonal beverage, sparking a nationwide pumpkin spice craze and inspiring a wave of imitators. Dunkin’ joined the pumpkin party in 2007 and actually beat Starbucks to market this year, dropping its fall menu last week. McDonald’s followed suit with its own version in 2013.
Here’s a breakdown of the Pumpkin Spice Latte phenomenon—by the numbers:
-
100: The number of Starbucks locations that first tested the Pumpkin Spice Latte in Vancouver and Washington back in 2003. It went nationwide in 2004.
-
79: Markets where Starbucks offered the PSL in 2024, out of the 85 global markets it operated in at the time. The company is now present in 88 markets worldwide.
-
$36.2 billion: Starbucks’ net revenue for fiscal year 2024, which ended last September. For comparison, the company earned $4.1 billion back in 2003 when the PSL first debuted.
-
33.8%: The increase in pumpkin spice mentions on U.S. menus between fall 2014 and fall 2024, according to research firm Technomic.
-
4: The number of spices in McCormick’s Pumpkin Pie Spice blend—cinnamon, ginger, nutmeg, and allspice.
-
2022: The year "pumpkin spice" was officially added to the Merriam-Webster dictionary. Interestingly, the more traditional "pumpkin pie spice" remains less common.
-
3: The PSL was Starbucks’ third seasonal beverage offering, following the Eggnog Latte and the Peppermint Mocha.
-
Sept. 8: The PSL release date was back in 2015. Since then, Starbucks has moved the launch earlier each year.
-
24%: The jump in foot traffic at U.S. Starbucks stores on August 22, 2024—the PSL launch day—compared to the previous eight Thursdays, according to Placer.ai.
-
45.5%: The spike in foot traffic at Starbucks in North Dakota on the same day—the highest increase in any state. Mississippi saw the smallest bump, at just 4.8%.
-
42,000: Members in the Leaf Rakers Society, a private Facebook group Starbucks started in 2018 to keep fall vibes alive all year long.
Whether you're a die-hard PSL fan or just intrigued by the seasonal buzz, it’s clear this fall favorite continues to spice up more than just lattes—it’s a cultural moment all its own.