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Pumpkin-spice orders peak 10 days earlier on Instacart

8/26/2026

30 3 Full Breakdown

Summary

Story summary

Starbucks and Dunkin' launched fall menus in late August, moving seasonal items earlier.
Instacart data show pumpkin-spice orders peaked on September 17 2024, ten days earlier than 2023.
NRF survey found 49% of U.S. consumers plan Halloween shopping before October 2025, up from 34% ten years earlier.
Professor Michael Varnum of Arizona State University says retailers use season creep to capture earlier holiday spending.

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Story summary

Starbucks and Dunkin' launched fall menus in late August, moving seasonal items earlier.
Instacart data show pumpkin-spice orders peaked on September 17 2024, ten days earlier than 2023.
NRF survey found 49% of U.S. consumers plan Halloween shopping before October 2025, up from 34% ten years earlier.
Professor Michael Varnum of Arizona State University says retailers use season creep to capture earlier holiday spending.