Pumpkin spice season is officially creeping into summer … If it feels like fall starts a little earlier every year — despite what the thermometer says — you're not imagining it. Researchers say Americans are embracing what's being called "season creep," buying fall-themed products, decorating for Halloween, and ordering pumpkin spice treats weeks earlier than they used to.
Starbucks and Dunkin' both rolled out their fall menus earlier than ever this year, and data shows pumpkin spice demand is peaking sooner too. Instacart found pumpkin spice purchases hit their seasonal peak 10 days earlier in 2024 than they did the year before, while DoorDash reported pumpkin spice cravings now spike nearly two weeks earlier than they did in 2021.
And it's not just coffee. Nearly half of consumers say they start shopping for Halloween before October, a big jump from a decade ago. Younger adults are leading the charge, saying they genuinely love fall and want to plan ahead.