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Starbucks has announced that its iconic Pumpkin Spice Latte will return on August 26, four days later than last year but with its earliest-ever official date announcement. The PSL is crucial for Starbucks, accounting for part of the roughly 10% of annual sales generated by seasonal items. After recent slumping sales and rising competition, the company hopes the PSL's return will reignite customer traffic, as last year's release boosted visits by over 24% and sustained that spike for days.

Interest in pumpkin spice surged earlier this year—starting in mid‑June—prompting Starbucks to confirm the date a month in advance rather than just days before. For those who can't wait, fall flavors like PSL creamers and autumn‑themed coffees are already hitting grocery shelves, with a canned PSL coffee set for early August.

Under new CEO Brian Niccol, Starbucks has been streamlining its menu, updating store designs, and tweaking uniforms to revive growth. Since its 2003 debut, the PSL has become both a beloved fall ritual and a cultural phenomenon, fueling countless pumpkin spice products beyond coffee.