The situation: Starbucks is taking a different approach to its much-hyped Pumpkin Spice Latte this year. Rather than pulling the launch forward, as it has done for the past several years, the drink will make its debut on August 26—four days later than in 2024, and the PSL’s latest launch date since 2022.

Why it matters: While the end of August is admittedly still early for a fall-themed drink, Starbucks’ decision to push back the launch is decidedly against the grain. Most retailers are choosing to lean into seasonal events earlier than ever, spurred on by trends like “Summerween” as well as shoppers’ desire to get ahead of tariff-related price increases.

That’s not to say Starbucks is ignoring the trend.

• Customers who can’t wait until August to get their PSL fix can now purchase a variety of fall-flavored coffees and creamers online and at grocery stores.
• The coffee chain will also introduce a seasonal lineup of ready-to-drink beverages in early August—which again will allow devotees to satisfy their PSL cravings before the season officially starts.

The big picture: Delaying the launch slightly could build excitement over Starbucks’ fall menu, and encourage customers to visit more often once the PSL hits stores. The move might also lift sales for Starbucks’ grocery assortment—especially given the current popularity of at-home coffee brewing—which could in turn help offset the company’s in-store softness.

Still, the enduring popularity of the PSL alone won’t be enough to lift Starbucks out of its slump. The company is facing intense competition from newer chains like Dutch Bros and 7 Brew, forcing it to step up its menu innovation and invest in the customer experience. While the company is making strides by renovating its stores to encourage customers to linger, it will need to do more than add protein to its drinks to get them through the door.

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