The pumpkin spice latte comes with the halo effect that draws coffee lovers back into cafes year after year. The beverage fuels social media buzz, with searches soaring into the thousands and pushing pumpkin spice deeper into pop culture. Its reach stretches from coffee counters to cereals and candles, showing how one flavor can ignite entire industries with seasonal firepower.

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The drink serves as a signal flare for competitors, who race to roll out their own autumnal concoctions before the window of opportunity closes. That competition underscores how quickly pumpkin spice sets the pace for the entire market, paving the way for the discussion of its broader impact.

A seasonal driver

The seasonal pumpkin spice latte has returned to Starbucks menus in the U.

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