Pumpkin Spice Season Arrives Early
Starbucks and Dunkin' have both released their 2026 fall menus, ushering in a new season of pumpkin spice and other autumn flavors. Starbucks officially launched its fall menu on Tuesday, Aug. 25, while Dunkin' unveiled its lineup on Wednesday, Aug. 19. The announcements come as much of the United States still experiences summer heat, but the arrival of the beloved Pumpkin Spice Latte (PSL) signals the seasonal shift for many coffee drinkers.
Starbucks is partnering with lifestyle icon Martha Stewart for its fall campaign, a move highlighted in the company's promotional materials. According to a Starbucks press release, "For years, the Pumpkin Spice Latte has been a defining symbol of fall, an icon. It has inspired memes, sparked commentary, and become an unmistakable sign that the season has arrived." The release further praised Stewart as "the queen of fall" who "confidently portrays that the PSL fits perfectly in fall." In addition to Stewart, The Sun U.S Edition reported that Starbucks collaborated with actor Belmont Cameli in a viral social media video to promote the drink's arrival.
Dunkin' is taking a different approach, teaming up with influencer Alix Earle for a special meal. An announcement described the "Earle-Y Riser Meal" as "co-created with Alix and available nationwide today," combining her go-to Dunkin' order "into one convenient breakfast built for busy days."
New Drinks and Returning Favorites
This year's Starbucks fall menu includes a mix of new creations and returning classics. Alongside the traditional Pumpkin Spice Latte, Starbucks has introduced the Banana Bread Latte, described as a fall-inspired addition. New pumpkin offerings include the Iced Pumpkin Cream Shaken Espresso, Iced Pumpkin Cream Matcha, and Pumpkin Spice Chai. The full roster of Starbucks fall drinks includes: Classic Pumpkin Spice Latte, Iced Pumpkin Cream Shaken Espresso, Pumpkin Spice Chai, Iced Pumpkin Cream Matcha, Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai, Pumpkin Spice Frappuccino, Pecan Cortado, Iced Pecan Crunch Latte, Pecan Crunch Latte, Iced Banana Bread Latte, Iced Banana Bread Chai, and Chaider, a cider-inspired chai beverage.
Dunkin' has also expanded its fall lineup with several pumpkin and tiramisu-flavored options. The menu features Pumpkin Spice Signature Latte, Pumpkin Cloud Dunkalatte, Pumpkin Pie Coffee Chiller, Pumpkin Patch Cloud Latte, Nutty Pumpkin Protein Latte, Tiramisu Cloud Latte, Tiramisu Shakin' Espresso, Tiramisu Marshmallow Matcha, and Tiramisu Protein Latte. Dunkin' is also offering non-coffee refreshments like the Berry Clementine Refresher and Berry Daydream Refresher, alongside a range of savory items such as the Chipotle Hash Brown Wake-Up Wrap, Chipotle Loaded Hash Browns, and several bacon-based breakfast options.
Both chains are also introducing new food and merchandise. Starbucks has added the Chicken Bacon Protein Pocket and a Hedgehog Cake Pop to its menu, while bringing back the Pumpkin Cream Cheese Muffin. The company is releasing fall-themed merchandise through its PSL Society collection, including drinkware and an iconic hat. The Sun U.S Edition noted that Starbucks' seasonal merchandise includes orange and white drinking cups, two mugs, and flasks.
Prices and Consumer Reactions
The Sun U.S Edition reported that the author was among the first customers at a local Starbucks and purchased a grande Pumpkin Spice Latte for just under $7. A standard PSL typically costs between $4 and $8, depending on size, location, and any modifications to the order.
Social media reactions to the early PSL release have been mixed. While many fans expressed excitement, some Instagram commenters complained that August is too early for fall drinks. One user wrote, "To me August is still summer. They should start these fall drinks in September," while another said, "Too early for Pumpkin Spice." A third commenter joked, "Fall starts when Starbucks says so."
Other Chains Join the Fall Fray
Beyond Starbucks and Dunkin', other coffee chains are also entering the fall season. Scooter's Coffee released its fall menu on Aug. 13, featuring four pumpkin drinks. Meanwhile, 7 Brew has not yet announced its 2026 fall flavors; according to reports, seasonal pumpkin and fall-flavored featured drinks at 7 Brew typically release on Sept. 1 or in the first week of September.
The Science Behind the Craze
Experts say the widespread appeal of pumpkin spice drinks is rooted in psychology and biology. According to Johns Hopkins' Arts and Science Magazine, people love pumpkin spice because its smell is strongly associated with the holiday season and evokes comforting memories. Jason Fischer, assistant professor of psychological and brain sciences at Johns Hopkins, told the magazine in 2021: "Pumpkin spice aromas emerge in the fall in shops and cafes, coinciding with the arrival of colorful leaves, family gatherings, and back-to-school bustle. The association that the smell has with the season in our memories allows it to powerfully evoke the refreshing feelings of fall."
Science journalist Alice Gray told the BBC in 2024 that the drink's high sugar levels trigger the brain's reward system, releasing feel-good chemicals that make us crave more.
Fall Timing
The official start of fall 2026 is Tuesday, Sept. 22, marking the autumnal equinox in the Northern Hemisphere. However, meteorological fall begins Sept. 1 and runs through Nov. 30. For those in warmer climates, particularly Florida, cooler weather typically doesn't arrive until November, as noted in coverage of the fall menu launches.