Starbucks Pumpkin Spice Latte Returns: A Seasonal Icon by the Numbers in 2025

Pumpkin spice is back. Starbucks has officially brought back its most iconic seasonal drink — the Pumpkin Spice Latte. The drink hit stores across the U.S. and Canada on August 26, 2025.

This annual release signals the start of fall for many. Starbucks first introduced the Pumpkin Spice Latte in 2003. Since then, it has become a seasonal tradition. Millions of cups have been sold. This year, it returns amid fierce competition from other brands like Dunkin’ and McDonald’s.

How the Pumpkin Spice Latte Became a Cultural and Commercial Hit

The Pumpkin Spice Latte (PSL) first appeared in 100 test stores across Vancouver and Washington in 2003. It became a national sensation just one year later. It now returns every August, well before the leaves begin to turn.

In 2024 alone, Starbucks sold the PSL in 79 out of its 85 global markets. The drink helped boost foot traffic by 24% on launch day in the U.S., according to Placer.ai. In North Dakota, the foot traffic increase hit a massive 45.5%.

Starbucks’ total net revenue in 2024 reached $36.2 billion, a dramatic leap from $4.1 billion in 2003. While not solely due to the PSL, it remains a symbol of the brand’s powerful seasonal marketing.

The PSL is the third seasonal drink Starbucks ever launched, after the Eggnog Latte and the Peppermint Mocha. It features a mix of espresso, milk, pumpkin, and a spice blend including cinnamon, ginger, nutmeg, and allspice. McCormick’s Pumpkin Pie Spice contains the same four core ingredients.

Pumpkin spice as a flavor profile has expanded far beyond coffee. According to Technomic, mentions of pumpkin spice on U.S. menus jumped 33.8% between 2014 and 2024. Merriam-Webster even added “pumpkin spice” to the dictionary in 2022, solidifying its cultural status.

Why Pumpkin Spice Latte Keeps Gaining Popularity

The PSL is more than just a drink — it’s a seasonal ritual. Starbucks created the private Leaf Rakers Society group in 2018. This community, now with over 42,000 members, celebrates fall all year long.

Dunkin’ launched its pumpkin drinks in 2007 and beat Starbucks to market this year. McDonald’s entered the trend in 2013. Yet Starbucks remains the PSL leader.

The product’s early release each year — with dates creeping earlier from Sept. 8 in 2015 to late August in 2025 — reflects strong demand. Starbucks leverages the drink to kickstart fall sales and build hype on social media.

The company’s strategy shows that seasonal limited-time offerings can drive real traffic and revenue. The PSL’s consistent performance proves its long-term value.

What’s Next for Seasonal Coffee Trends?

With 88 global markets now hosting Starbucks stores, the PSL continues to expand. Competitors are innovating, but none have matched Starbucks’ PSL in longevity or popularity.

Analysts expect more brands to launch seasonal flavors in nontraditional windows. Coffee trends may evolve, but the PSL’s legacy as a marketing powerhouse and seasonal symbol remains unmatched.

Pumpkin spice latte is back and bigger than ever. This yearly favorite keeps proving its power with every sip.

For your information:

Q1: When did Starbucks release the Pumpkin Spice Latte in 2025?
Starbucks released the Pumpkin Spice Latte in the U.S. and Canada on August 26, 2025.

Q2: What is in the Starbucks Pumpkin Spice Latte?
It includes espresso, steamed milk, pumpkin flavor, and spices like cinnamon, nutmeg, ginger, and allspice.

Q3: How much did Starbucks earn in 2024?
Starbucks reported $36.2 billion in net revenue in the 2024 fiscal year.

Q4: Why is the Pumpkin Spice Latte so popular?
It marks the start of fall for many and has built a loyal fanbase through strong seasonal branding and social media.

Q5: What is the Leaf Rakers Society?
It’s a private Facebook group created by Starbucks in 2018 to celebrate fall, now with over 42,000 members.