It’s officially September, and the signature flavor for the next three months will be pumpkin spice. Coffee shops across Colorado have notoriously released their fall menu, but some speculate that major chain companies push the date up earlier every year.
Starbucks Coffee led the industry by launching its 2025 fall menu, which would debut in shops nationwide on Aug. 26. Despite lingering summer weather, the Starbucks CEO said to The Seattle Times, “The product lineup helped deliver a record-breaking sales week across our U.S. company-operated stores as well as strong sales in Canada.”
The menu this year consists of fan favorites: Pumpkin Spice Latte, Iced Pumpkin Cream Chai, Pumpkin Cream Cold Brew, and Pecan Crunch Oatmilk Latte. New additions included the Pecan Oatmilk Cortado and Italian Sausage Egg Bites. Bria Foster, a junior at EHS, said that her favorite fall item is the Pumpkin Spice Chai. She said, “Fall is my favorite time of the year, and it finally feels like sweater weather.”
Research shows that the fall menu tends to come out earlier every year due to five major contributors to the fall season. One is the consumer demand, customers have eagerly opened wallets for years during the pumpkin craze. Studies have shown that the numbers for fall flavors spiked as early as June in some years.
“If it tastes good in October, there is no reason a pumpkin product won’t in August too,” Emily Lichty the author of Allrecipes said about the consumer surge. Another reason is the ability to maximize sales early. Major companies call this (FOMO), they experience a shortage in artificial pumpkin if they release late, and that’s why they push the date up earlier into the summer. “Past release dates have included Aug. 24 in 2023, Aug. 30 2022, and Aug. 24 2021,” Lichty said.
Ziggi’s has been a prominent figure in the coffee industry of Eaton since opening day. They released their fall menu on Aug. 19 2025, bringing back fan favorites: Pumpkin Pie Lattes, Salted Caramel Crumble Oat Milk Latte, the Mike’s Hot Honey drink line, Pumpkin Chocolate Chip & Gluten-Free Pumpkin Bread, Cinnamon Roll Cake Pops, and the Breakfast Sandwich.
EHS Student, Morgan Hoff (29) said that she has not been able to make the fall menu surge yet, but she is excited to try the Pumpkin Pie Lattes. She said, “They are my favorite time of the year, and it brings back nostalgia of when she was younger.” This highlights the pumpkin spice craze and how it energizes a small community. Ziggi’s has surpassed the competition with nearly $800,000 in revenue in 2025 alone. To maintain an edge, they regularly introduce new items to the menus; this year, the debut of the Double Pumpkin Cold Brew.
Late to the party is Scooter’s Coffee, located in Eaton as well; their fall menu made its first debut on Aug. 14 2025. Returning classics consist of the Pumpkin Carmelicious, Pumpkin Creme Cold Brew, and the Pumpkin Cheesecake Bites. Oatmeal Creme Pie Latte, Caramel Apple Sparkling Float [Red Bull infusion], and the Autumn Caramel Swirl are new releases as of this year.
The reason for one of the earliest debuts yet is to “fill the summer lull,” Lichty said. Companies do this to excite and engage potential customers on social media and at the stores. Releasing in the summer gives people something to look forward to and they don’t have to wait until late September to enjoy seasonal favorites.
Every company has a plan that helps the company maximize sales and resources during ‘PSL’ season. “By announcing upcoming flavors in advance, businesses can build anticipation and create a sense of exclusivity for early adopters,” Chad White, a former Top Chef contestant said to C-Store Dive. “It allows [businesses] to capture the attention of consumers before competitors do, potentially leading to increased market share and brand loyalty.”
