The Early Return of the Pumpkin Spice Latte
Image by Karen Cantu Q
August 24, 2021 served as the official transition from summer to fall; in other words, Starbucks re-added the Pumpkin Spice Latte (PSL) to Starbucks’ menu. The PSL returned along with other favorites like the Pumpkin Cream Cold Brew and the new Apple Crisp Macchiato. Now, the question on everyone’s mind is if August is too early for autumn flavors and the PSL to return?
As a lover of everything spooky, I welcome pumpkin flavored anything with open arms. However, to some, the PSL’s August arrival date might feel rushed and too similar to seeing Christmas decorations the day after Halloween. This phenomenon, called “seasonal creep,” reflects the capitalistic drive to release popular seasonal items early in order to maximize profits. I believe the PSL's early release moves beyond this motive. The PSL used to be the peak of internet controversy around 2017 ⎼ memes called people “basic” for enjoying the drink. However, there was backlash against the “basic” label since it was a thinly-veiled attempt to attack anything young women enjoy. The controversy has faded as has the popularity of the drink itself, so maybe Starbucks decided on the August release to stir up more drama around its most controversial drink.
The PSL is a Starbucks legend in terms of its monetary success and cultural impact. According to Forbes, the PSL brought in approximately $100 million in revenue in 2015. The drink’s popularity can be partially explained by our collective love for nostalgia and how pumpkin spice reminds us of happy memories associated with the holiday season. But, the PSL’s cultural significance didn’t emerge until the early to mid 2010’s when posting an instagram picture of your PSL while wearing a sweater among colorful leaves on Instagram became popular. The rise in PSL supremacy triggered a massive backlash on the internet where anyone who drank PSL was labeled “a basic bitch” and was relentlessly mocked. Bo Burnham’s recent Netflix special, “Inside,” touched on this topic through one of the comedy special’s songs: White Woman’s Instagram. Burnham’s lyrics poke fun at the stereotypical content on a white woman’s Instagram like flower crowns and, of course, posting fall themed photos with warm, autumnal drinks. Despite the song’s catchy tune and lighthearted jokes, the song is catchy and appears good-hearted, the lyrics indicate that maybe the PSL mockery isn’t quite over yet.
However, the PSL and pumpkin spice popularity is on the decline. A Vox article explains that although pumpkin spice products for sale had grown by nearly 50% between 2015 to 2016, sales only went up 21%. The COVID-19 pandemic boosted sales, most likely due to nostalgia and an attempt to find some familiarity in the midst of a pandemic. In fact, the PSL’s fall 2020 season did well; Starbucks sold a record number of pumpkin-themed drinks that year. Fall 2020 also brought a backlash to the original PSL controversy when people began posting online that they wanted to enjoy a delicious beverage without judgement while the world crashed down around them. One tweet on September 6, 2020 said, “I had a pumpkin spice latte today. Too early? Maybe. But 2020 taught us nothing is certain. Live for today.”
Now that we’re in round two of a pandemic fall (although with looser restrictions), it will be interesting to see how the PSL fares. Starbucks’ early release of the PSL may be to maximize profits on fall and other pumpkin related products or it may be an attempt to generate the coverage and controversy the PSL once sparked due to a decline in interest and sales. Regardless of Starbucks’ motivations, if you want to welcome autumn in August and early September, then by all means go ahead. And if you’d rather savor the last few weeks of summer, well, there are plenty of fruity, iced Starbucks drinks to satisfy your craving.
By Marla Hiller
La Croix obsessed, coffee addicted, podcast fanatic.