Happy “Augtober!” In case you don’t know what that is — it means the beginning of pumpkin spice season. Despite still dealing with August’s sweltering summer temperatures, more and more businesses are starting to roll out their fall favorites like it’s October.
For example, Krispy Kreme has already started selling its pumpkin spice lattes and donuts. And while Starbucks — the OG of pumpkin spice lattes — hasn’t added them back to its menu yet, it tends to do it around the last week of August, historically.
Dunkin’ has also been dropping its fall menu earlier in August each year. Last year, America was running on its pumpkin spice by Aug. 16.
For something a little more substantial, customers will have to wait a little longer. IHOP drops its pumpkin spiced menu on Sept. 1.
Nielsen data shows Americans spend more than $500 million on pumpkin spice products each year.
The popular season comes amid a particularly tense financial environment, as unemployment soars, high prices persist, and budget-conscious consumers pull away from fast food. It remains to be seen if getting a jump on the fall season will lead to higher overall profits or just spread them out more thinly over time.