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Pumpkin Power Keeps Growing
Record heat waves notwithstanding, Starbucks declared the start of fall on August 25th with the return of the Pumpkin Spice Latte – alongside new seasonal drinks.
And foot traffic data shows that the launch was a hit. Visits that day stood 25.7% above Starbucks’ 2026 year-to-date daily average and 35.1% above its average Tuesday, making it the chain’s biggest Tuesday of the year so far. Traffic also topped PSL Day 2025 by 6.7%, in line with Starbucks’ announcement that this was its biggest North American PSL launch day ever.
Promotion Stacking for the Win
The standout success of this PSL Day once again highlights the strength of Starbucks' promotion-stacking playbook – using closely timed launches to keep excitement building.
Just ten days before PSL Day, the one-weekend-only return of the Unicorn Frappuccino sent visits soaring, driving Starbucks' best North America sales weekend ever. It's the same promotion-stacking strategy the chain used last fall, when the viral Bearista cup landed days before Red Cup Day and helped power one of the biggest Red Cup Days on record.
A Latte to Look Forward To
Pumpkin season is only getting started. And with back-to-back launches driving outsized traffic, Starbucks is showing how effectively it can turn limited-time moments into repeat reasons to visit.
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