"Pumpkin Spice Season Starts Earlier, Boosting Sales for Starbucks and Competitors"

Restaurants and retailers are releasing their autumnal food and beverages earlier than ever, with the number of limited-time pumpkin launches more than doubling in August 2022 compared to 2019. November remains the most popular month for pumpkin-themed items, but August is gaining ground. Starbucks, credited with popularizing pumpkin-themed drinks, has been re-releasing its pumpkin spice latte in August since 2018. Other companies, such as Dunkin' and Krispy Kreme, have also entered the pumpkin market early. Despite the early releases, companies are not pulling items faster, and some are still adhering to normal seasonal boundaries.