Uploaded August 2026 | Updated September 2026, 3 weeks ago

---

It’s the middle of August, but pumpkin spice season is already here.

More than two decades after Starbucks introduced its Pumpkin Spice Latte, the flavor has expanded far beyond coffee and become a marketing phenomenon tied to the arrival of fall. And every year, it seems to show up a little earlier.

University of Texas marketing professor Raji Srinivasan explains why brands are so eager to get a head start on fall, how pumpkin spice became associated with an entire season and why consumers are willing to pay more for products simply because they’re seasonal.
-------------------------------------

Follow Scripps News on other platforms—
Join our newsletter at bit.ly/2q1tepr
Follow us on Facebook: facebook.com/scrippsnews
Follow us on X: https://x.com/scrippsnews
Follow us on Instagram: instagram.com/scrippsnews
Follow us on TikTok: tiktok.com/@scrippsnews