The Smell of Fall in a Cup

Every September, coffee shops bring back pumpkin spice—and suddenly the season feels official. That warm mix of cinnamon, nutmeg, ginger, cloves, and sometimes allspice didn’t begin as a latte at all. It’s the latest chapter in a centuries-long story of spice trade, home baking, and smart seasonal marketing.

Ancient Roots: How Old Is “Pumpkin Spice” (the Spices, Not the Pumpkin)?

Archaeologists have found residue of nutmeg dating back ~3,500 years on Indonesia’s Banda Islands—evidence that these aromatic spices were prized long before anyone poured them into coffee. History.com.

By the late Middle Ages, Europeans were blending warming spices into mixes like poudre douce (“sweet powder”), a clear ancestor of our modern pumpkin pie spice. Wikipedia: Pumpkin pie spice.

Early America: From Hollowed Pumpkins to Recipe Books

Pumpkins are native to the Americas; colonists adapted Indigenous uses into puddings and pies. The first U.S. cookbook, American Cookery (1796) by Amelia Simmons, includes “Pompkin” recipes using mace, nutmeg, ginger, and allspice—essentially the profile we still use. Wikipedia: Pumpkin pie spice (history & Simmons excerpts).

1934: When Pumpkin Spice Became a Product

The leap from “spices for pie” to “Pumpkin Pie Spice” happened in 1934 when McCormick introduced a pre-mixed jar—no more measuring four tins at home. That convenience locked the blend into American baking for the holidays. Wikipedia · McCormick (product page noting 1934).

How Pumpkin Spice Met Coffee

Spiced coffee has deep roots (think cardamom and cinnamon in Middle Eastern traditions), but the modern pumpkin-spice-plus-espresso moment arrived in the early 2000s. In 2003, Starbucks tested the Pumpkin Spice Latte (PSL) in ~100 stores (Washington, D.C. and Vancouver) before rolling it out nationally in 2004. The nickname “PSL” comes from the original three-letter barista code. Starbucks Stories: PSL turns 20 · Starbucks archive · Starbucks origin transcript (PDF).  

By the Numbers: The Pumpkin Spice Economy

PSL Scale & Sales

• Analysts place PSL seasonal revenue in the $400–$800 million range; ~$500 million is a common estimate. MarketWatch.
• Starbucks has sold hundreds of millions of PSLs since 2003 (U.S. count alone surpassed 400M by 2021, per reporting). Food & Wine.

Foot Traffic & Launch Impact

• On PSL’s 2024 launch day (Aug 22), U.S. Starbucks foot traffic was up 24.1% vs. the prior eight Thursdays; it stayed elevated over the next three days (+12%, +15.9%, +11.3%). RetailBrew (Placer.ai data).
• Regional spikes can be even larger; recent Placer.ai reads showed launch-day lifts around +40% in some areas. NACS (Placer.ai).

Beyond One Drink: A Billion-Dollar “Pumpkin Spice” Market

• U.S. sales of pumpkin-spice-flavored products (all categories) topped $1.1B in 2023, per NielsenIQ. Bakery&Snacks.
• Market forecasts project growth toward $2.2B by ~2032, depending on methodology. New Hope (market analysis).

Culture & Critique: Why It Works (and Why It Annoys Some People)

Pumpkin spice “signals” fall. Its annual, limited-time return creates scarcity; the aroma taps nostalgia for baked goods and holidays; and social media turns a cup into a seasonal badge. The backlash (“pumpkin spice fatigue”) is part of the cycle—and part of the free marketing.

Everywhere, for Better or Weirder

The flavor long ago escaped the café. You can find pumpkin spice in snacks, candles, and even meat: Pumpkin Spice Spam launched as a limited online drop in 2019 and sold out in hours. Wikipedia · Allrecipes · Food & Wine.

Quick Timeline

1. c. 1500s–1600s: Medieval/early modern Europe uses spice blends like poudre douce. Wikipedia
2. 1796: Amelia Simmons’ American Cookery prints “Pompkin” pies with nutmeg, ginger, allspice. Wikipedia
3. 1934: McCormick debuts Pumpkin Pie Spice as a ready-made blend. McCormick
4. 2003–2004: Starbucks tests then launches PSL nationwide; it becomes the brand’s top seasonal drink. Starbucks Stories
5. 2010s–2020s: Pumpkin spice morphs into a cross-category phenomenon worth $1B+ annually in the U.S. Bakery&Snacks

Closing Sip

What began as a handy 1930s baking shortcut is now a seasonal ritual and a measurable economic event. Love it or loathe it, pumpkin spice has earned its place in coffee history—and it’s not leaving the menu anytime soon.