Starbucks is bringing back its iconic Pumpkin Spice Latte (PSL) earlier than ever this year, marking a significant moment for fans of the seasonal beverage. Beginning on Thursday, August 24, 2023, customers in the United States and Canada can once again enjoy the PSL, which has become a cultural staple of autumn. This year, the drink’s return comes two days earlier than in 2023, underscoring Starbucks’ strategy to tap into the fall craze as soon as possible.
The PSL’s early arrival also signals the official launch of Starbucks’ fall menu, which includes a variety of pumpkin- and apple-flavored drinks and snacks. These seasonal offerings have become a reliable hit for the coffee chain, driving significant sales during a crucial time of year. In fact, Starbucks has revealed that about 10% of its overall sales come from these seasonal staples, a testament to the PSL’s enduring popularity.
The Pumpkin Spice Latte, affectionately known as the PSL by its dedicated fanbase, was first introduced in 2003. Since then, it has grown into a seasonal phenomenon, serving as a signal that fall has arrived—even if the weather still feels like summer. Over the years, the PSL has inspired a wide range of pumpkin spice products across various industries, from food and beverages to household items and personal care products. The drink’s influence is so widespread that it has even prompted rival coffee chains to release their own pumpkin-flavored offerings earlier and earlier each year in an attempt to compete with Starbucks’ dominance in this niche market.
“When PSL comes back—it’s something that you’ve remembered over the years and it’s like, OK, something in my life is normal and predictable and comforting.”
Thomas Prather, vice president of marketing at Starbucks, previously told news reporters.
This year, the return of the PSL could prove particularly important for Starbucks as the company navigates a period of uncertainty. Starbucks has recently been grappling with declining sales and an abrupt leadership change. Just last week, the company announced that Brian Niccol, the current CEO of Chipotle Mexican Grill, will become Starbucks’ new chairman and CEO beginning next month. Niccol, who is known for his ability to turn around struggling brands, is expected to bring fresh leadership and strategic insights to Starbucks during this critical time.
In light of these challenges, the early launch of the PSL and the broader fall menu could provide Starbucks with a much-needed boost in sales. Seasonal offerings like the PSL are not just popular—they’re also highly profitable for the company. The strong customer demand for these products helps to drive traffic to stores, leading to increased sales of other items on the menu as well.
The exact timing of the PSL’s return this year—two days earlier than last year—highlights the importance Starbucks places on maximizing the seasonal appeal of its products. By launching the fall menu in late August, the company aims to capitalize on the excitement surrounding the return of the PSL and create a sense of urgency among customers to visit their local Starbucks.
As Starbucks prepares for its leadership transition, the performance of the PSL and the fall menu could serve as an early indicator of the company’s direction under Niccol’s leadership. If the PSL’s return is successful, it may help to stabilize Starbucks’ sales and set the stage for a strong holiday season.
“It’s something you can depend on,”
Starbucks credits the PSL’s success to its consistency and the sense of comfort it provides to customers.
For now, fans of the PSL can look forward to enjoying their favorite fall beverage a little earlier than usual, while Starbucks hopes to harness the drink’s popularity to navigate through its current challenges and emerge stronger in the months ahead.
