Quantifying the Pumpkin Spice Latte (with real spend data)

The Pumpkin Spice Latte is back. 

If it feels like the infamous autumnal beverage is coming earlier every year, that’s because it really is. In fact, as Axios points out, this year’s August 22 launch marks the earliest PSL launch ever.

_{Source: Axios, Chart: Erin Davis/Axios Visuals}‍

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While the seasonal drink always captures the cultural zeitgeist, we can also confirm it's a meaningful driver of business. (And yes, we brought the receipts.)

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According to the coffee giant, 10% of its annual sales come from seasonal drinks. By measuring aggregated receipt data, we see that during PSL season, monthly Starbucks spend on Ramp cards increases by 16% on average. 

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"A Pumpkin Loaf or Pumpkin Spiced Latte was a part of nearly 8% of all orders during the last season," says Ian Macomber, Ramp's Head of Data. "That's a sizable chunk and proves this drink's singular importance to the franchise."

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Starbucks looks to capitalize on that popularity this year with an entire menu of fall offerings. Should the strategy once again succeed in lifting spend, we won’t be surprised to see holiday red cups shortly thereafter.