Starbucks launched the Pumpkin Spice Latte (PSL) in 2003.
In last 14 years, the coffee giant sold 350 million
of this seasonal drinks, which go on sale around Labor Day
and herald the beginning of autumn to many.
In last 14 years, the coffee giant sold 350 million
of this seasonal drinks, which go on sale around Labor Day
and herald the beginning of autumn to many.
The company doesn't break out sales of specific drinks,
but Forbes estimated that Starbucks made in the region
of $100 million in revenues from pumpkin spice lattes
during last fall.
but Forbes estimated that Starbucks made in the region
of $100 million in revenues from pumpkin spice lattes
during last fall.
Starbucks has a great reason to encourage pumpkin spice fandom: on average, PSL drinkers spend more in each transaction. Data from market research firm NPD shows the average check for a pumpkin spice latte buyer in fall and winter 2014 was $7.81, compared with $6.67 for non-buyers.
According to Nielsen’s Friday morning data, sales of products featuring American's favorite fall flavor have been moving off shelves since the end of August. In a week that ended that month, sales of products with pumpkin flavorings reached over $6.9 million, up nearly 10% in dollar growth and more than
7% in unit volume from the same time last year.
7% in unit volume from the same time last year.
Looking at the results from Google Trends, we can see a significant increase in popularity of "Pumpkin Spice Latte" keyword starting already in August. Business knows it and have good reason to usher in the fall favorite earlier than usual - people are giddy for everything pumpkin spice. And that means they'll happily open their wallets.
The scarcity of the drink fuels its popularity and Starbucks has always made the most of its abbreviated marketing campaign for the pumpkin spice latte.
The PSL has its own Twitter account with over 120,000 followers and a fan club called the Orange Sleeve Society for hardcore devotees.
Pumpkin spice season
is something that seems
to come earlier and earlier every year.
is something that seems
to come earlier and earlier every year.
Data sources:
https://www.nbcnews.com/business/consumer/america-s-pumpkin-spice-habit-big-business-n798861
https://www.forbes.com/sites/clareoconnor/2015/11/10/the-pumpkin-spice-economy-how-starbucks-lattes-fueled-a-500-million-craze/#5e90354cded4
https://www.forbes.com/sites/clareoconnor/2015/11/10/the-pumpkin-spice-economy-how-starbucks-lattes-fueled-a-500-million-craze/#5e90354cded4
https://www.forbes.com/sites/tompopomaronis/2017/09/08/the-world-has-an-obsession-with-pumpkin-spice-and-businesses-know-it/#57503b8ac225
http://www.inforretail.com/blog/infographics/the-dl-on-psl/
https://www.nielsen.com/us/en/insights/news/2018/pumpkin-spice-sales-growth-makes-a-hot-return-in-late-august/
http://www.inforretail.com/blog/infographics/the-dl-on-psl/
https://www.nielsen.com/us/en/insights/news/2018/pumpkin-spice-sales-growth-makes-a-hot-return-in-late-august/
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