Starbucks' Pumpkin Spice Latte returns two days earlier than in 2023, marking the start of the autumn menu which includes various pumpkin- and apple-flavored offerings.
Roughly 10% of Starbucks' overall sales come from seasonal staples like the PSL, highlighting its importance for boosting revenue during slower sales periods.
Thomas Prather, Starbucks vice president of marketing, stated that the PSL's popularity lies in its familiarity, providing customers with a sense of normality and comfort.
The PSL has inspired competitors to rush their own pumpkin-flavored offerings, showcasing its influence on seasonal trends across the coffee industry.
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