It’s that time of year again: the Pumpkin Spice Lattes have arrived at local Starbucks stores.
Local chain Compass beat the Seattle-based coffee giant to market this time, rolling out a fall menu featuring pumpkin- and maple-flavored pick-me-ups a few days ago. Dunkin and others started slinging the spice even earlier, part of a broader trend of fall flavors creeping into the summer season.
More from Axios:
Starbucks said it will release its Pumpkin Spice Latte and fall menu on Thursday, six days earlier than last year.
- The announcement kicks off the annual debate over whether it’s too soon for fall flavors and if pumpkin fanfare has gone too far.
- It also follows pumpkin spice’s Aug. 16 arrival at Dunkin’ and even earlier launches at Krispy Kreme, 7-Eleven and Bath & Body Works.
Between the lines: Nostalgia is one reason why the fall flavor keeps coming back earlier, Jason Fischer, an assistant professor of psychological and brain sciences at Johns Hopkins University, told Axios.
- “It brings to mind those associated memories including those flavors and aromas of the pumpkin spice stuff,” said Fischer, a perception researcher who is also a pumpkin fan.
- The summer heat is often the argument for why some say pumpkin pandemonium is too early but Fischer said it could be the opposite this year.
- “Maybe the enduring heat is a thing that just makes us imagine and crave that cooler weather and then it calls to mind pumpkin spice even earlier,” Fischer said.
So what do you think: Have companies taken the pumpkin spice creep to far? Or do you like the fall vibes starting earlier, actually?