August 22 marks the end of summer and the start of a new school year for Loudoun County Public School students. August 22 also marks when Starbucks brings back their pumpkin and autumn flavored drinks and bakery items. The iconic pumpkin spice latte made its debut at the coffee chain in 2003 and started a pumpkin spice craze. For millions of people this cozy drink signals leaves turning brown, and chilly fall weather. 

Though the season of autumn does not officially start till September 22, Starbucks and other coffee shops beg to differ. Sophomore Ava Winslow expressed, “I think it should come out Labor Day since August 22 is still summertime, and Labor Day marks the end of summer to me, but I still love the pumpkin chai and get really excited when it comes out.” 

Retailers rolling out their seasonal decor months before the season even starts helps them maximize their profit. Starbucks may be following this same tactic to bring in more customers after a decrease in sales. From July to August, Starbucks’ stock increased from $75 to $95 a share, possibly from the excitement due to the release of the fall menu. According to Reuters, in 2023, the coffee chain’s new additions to their menu, such as the Ice Pumpkin Cream Chai Tea Latte and apple flavored drinks and pastries, brought in an 8% increase in sales that quarter. 

Woodgrove senior and Starbucks barista Georgia Lillis shared her experience working since the fall drinks came out. “Starbucks releasing the fall menu so early, especially on the first day of school, made the sales and busyness go up like crazy,” Lillis shared. Even though fall does not officially start until late September, Starbucks and their consumers have already been in a fall mindset, enjoying their pumpkin spice and apple flavored drinks.