Starbucks Brings Back Pumpkin Spice Latte Amid Sales Slump, Hoping for 24.1% Surge in Sales

The arrival of autumn may not be apparent in many parts of the country as temperatures remain high and schools have yet to resume, but for coffee enthusiasts, the first day of fall officially begins on Tuesday with the return of Starbucks’ iconic Pumpkin Spice Latte (PSL).

Last year, the launch of the PSL on August 22 saw a significant sales increase of 24.1% compared to average Thursday sales, a surge that continued throughout the weekend according to data from Pacer.ai. Seasonal offerings account for approximately 10% of Starbucks’ total sales.

With declining transactions and revenue in stores open for at least a year, as well as a nearly 50% decrease in net income during the most recent quarter, Starbucks could undoubtedly benefit from a boost in sales.

Brian Niccol, formerly of Chipotle, assumed the role of CEO last September, implementing various changes aimed at revitalizing the brand. This includes revamping employee uniforms, restructuring the menu by eliminating 30% of its offerings, and testing a new café design that encourages customers to linger.

Fortunately for PSL aficionados, the drink’s price remains unchanged from last year. Starbucks notes that prices may vary depending on location, but in company-operated stores, a grande Pumpkin Spice Latte will cost between $5.75 and $7.25.

Since its introduction in 2003, the PSL has gained considerable popularity, becoming synonymous with the start of fall and inspiring a wave of pumpkin spice products, from household items like trash bags to foodstuffs such as yogurt and even whiskey.

This year’s return of the beloved beverage marks another chapter in the enduring legacy of the PSL.