Starbucks’ Pumpkin Spice Latte, or PSL, made its return with the launch of the company’s fall menu on Aug. 24
Starbucks’ annual launch of its fall-themed Pumpkin Spice Latte sparked a spike in visits to the coffee giant, according to foot-traffic data from analytics company Placer.ai.
“The promotion drove traffic to the chain during the typical midweek lull and may have gotten visitors excited about the main event later in the month — the return of the Pumpkin Spice Latte,” Petrack added. “So when the fall-themed drink hit Starbucks stores on Thursday August 24th, visits spiked once more.”
Petrack explained that visits to Starbucks on the Pumpkin Spice Latte launch day had been on a steady upward trend in the years leading up to the pandemic before, understandably, falling significantly in 2020. “And while the foot traffic trends improved in 2021 and 2022, Starbucks visits on the day of the PSL’s return still remained below 2018-2019 levels,” she wrote. However, this year’s fall menu rollout drove a 25.
“During a period when budgets are still tight and consumer confidence is shaky, the option to splurge on an affordable treat and indulge in the comfort and nostalgia of the fall flavors may seem particularly attractive,” Petrack wrote.Starbucks also launched two new seasonal beverages on Aug. 24: the Iced Apple Crisp Oatmilk Shaken Espresso and Iced Pumpkin Cream Chai Tea Latte. It also introduced a new Baked Apple Croissant.
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