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This article is for educational purposes and does not constitute legal or tax advice. For specific advice applicable to your business, please contact a professional.
To many, fall is synonymous with pumpkin picking, apple cider, or corn mazes. For shoppers it also means a time when pumpkin spice flavored and scented goods are available for a limited time.
We took a look at listed items and prices for Square sellers in the retail and food and drink space to see what was trending ahead of pumpkin spice season. From 2021 to 2022 the lowest average price of pumpkin spice lattes was $10.04. This average was in part driven up by businesses who offered larger, speciality pumpkin spice lattes at higher price points. However, every September there is a surge in businesses listing pumpkin spice food, beverages, and other items. In off-season months, fewer businesses list pumpkin spice items for sale but prices increase, likely due to scarcity.
Here is how business owners are turning this seasonal trend into profits this month as consumers drive demand for pumpkin spice items.
Diners Drive Demand for Pumpkin Spice Drinks and Treats
From August 2021 to August 2022, pumpkin spice demand for Square sellers in the food and beverage space was up 45% while the average price dropped from an average of $5.40 to $5.37 for pumpkin spice menu items.
When it came to menu items, these were the top-selling related items listed:
- Pumpkin Spice Lattes
- Pumpkin Spice
- Pumpkin Spice Cake
- Iced Pumpkin Spice Lattes
- Pumpkin Spice Cookie Butter
Consumer demand has increased each year from 2020 to 2022 with demand starting to increase around August, peaking in October, and starting to slow down in November. Looking for some inspiration? Los Angeles-based La Monarca Bakery offers Pumpkin Spice Conchas and Mexican Spice Pumpkin Bread, among other baked treats and beverages. The Salty Donut, which has multiple locations across the U.S., sells a pumpkin spice cake donut and pumpkin spice latte. Modo Hawaii offers customers a pumpkin spice mochi donut just in time for pumpkin spice season.
From August 2021 to August 2022, pumpkin spice demand for Square sellers in the retail space was up a whopping 95% with an average price of $8.48. Retail items featuring pumpkin spice have a wide range, including items like cotton candy, candles, bath bombs, lotions, and more. Thinking about incorporating pumpkin spice items into your shelf lineup? Squishable, a retailer that makes soft plush toys, offers a range of pumpkin spice latte-themed stuffed toys. Natural health retailer Earthley sells pumpkin spice-scented lip balms and milled soap. And Des Moines-based chocolate and candy makers Chocolate Storybook whip up pumpkin spice-flavored cotton candy
Beyond the Latte
In addition to pumpkin spice foods and beverages, here are some of the top pumpkin spice-related items beyond top sellers pumpkin spice and pumpkin spice lattes. Pumpkin spice itself is a mix of spices that might include cinnamon, ground ginger, nutmeg, all spice, and ground cloves. This is the mix typically used in the lattes and pumpkin spice-flavored baked goods. While toasted pumpkin spice topped the list, there were other variations, including cranberry pumpkin spice, that resonated with shoppers.
- Toasted Pumpkin Spice
- Pumpkin Spice Soap
- Pumpkin Spice Cake
- Pumpkin Spice Candle
- Pumpkin Spice Chai
- Pumpkin Spice Cupcake
- Pumpkin Spice Facial
- Pumpkin Spice Muffin
- Pumpkin Spice Syrup
- Pumpkin Spice Cheesecake
Other popular items sellers showcased included breads, coffees, bath bombs, and wax melts spiced or scented with pumpkin spice.
As pumpkin spice season starts to ramp up, companies like Starbucks, often credited with the start of the pumpkin spice latte craze with the launch in 2003, has fans clamoring for when the item will reappear on the menu. Typically this launch happens the last week of August. They are not alone as companies like Krispy Kreme, Oreos, and Tate Bake Shop are among many restaurants and retailers turning pumpkin spice season into a marketing moment for consumers. If you are considering seasonal additions to your menu or shelves, you may be just in time for pumpkin spice.
