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While some feel the time is ripe to cancel pumpkin spice altogether, the fall flavor still has a strong fanbase among American consumers—especially the younger cohorts.
Some even feel the pumpkin spice season could start a little earlier.
According to a Morning Consult survey conducted this month, a quarter of Americans said the end of August is “just right” for pumpkin spice’s seasonal debut. And while those impatient autumnal enthusiasts are still in the minority, they’ve certainly added to their ranks since last year.