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70% of Americans Are Excited for Pumpkin Spice Season, but Consumers Pay Up to 76% More for Products

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Fall has a way of wrapping us in comfort — crisp air, cozy sweaters and the irresistible pull of pumpkin spice. From lattes to muffins, the flavor has become the season’s signature indulgence. But coziness comes at a price: A LendingTree study found that pumpkin-flavored products ring up at an average of 8.4% more than their nonpumpkin counterparts.

In addition, we surveyed 2,000 U.S. consumers about their attitudes toward pumpkin spice. Here’s what we found.

Key findings

  • Pumpkin-flavored products cost an average of 8.4% more than their nonpumpkin counterparts. That’s up from 7.4% in 2024 but lower than 14.1% in 2022.
  • Trail mix has the largest gap in pricing between pumpkin and nonpumpkin options. Target Favorite Day monster trail mix costs $5.39 for 14 ounces, or $0.39 per ounce. Meanwhile, the Favorite Day pumpkin spice trail mix costs $6.79 for 10 ounces, or $0.68 per ounce. That’s a 76.4% difference.
  • West Virginians are the most festive about pumpkin spice. Google Trends data for the past five years shows pumpkin spice searches are most popular among West Virginians, ahead of Idaho and Maine residents.
  • 70% of Americans say they’re at least a little excited for pumpkin spice products. Meanwhile, 67% at least somewhat enjoy the flavor, and 69% say it’s a seasonal “must-have” at least sometimes. Despite the popularity, 59% believe pumpkin spice products are over-marketed.

Pumpkin-flavored products cost 8.4% more on average

Pumpkin spice is making wallets feel the chill.

Across 146 grocery store and coffee retailer products, LendingTree found that pumpkin products cost an average of 8.4% more than their nonpumpkin alternatives. Comparatively, the pumpkin spice tax was 7.4% in 2024 and 14.1% in 2022. That makes this year’s tax an increase from last year but a significant decrease from three years ago.

By product, Target and Trader Joe’s sell the biggest offenders. Target Favorite Day monster trail mix costs $5.39 for 14 ounces, or $0.39 per ounce. Meanwhile, the Favorite Day pumpkin spice trail mix costs $6.79 for 10 ounces, or $0.68 per ounce. That means you’re paying 76.4% more for pumpkin spice.

Trader Joe’s cereal has the next biggest difference, with consumers paying 50.3% more for Pumpkin O’s cereal compared to Joe’s Os cereal. Trader Joe’s coffee rounds out the top three, with consumers paying 42.9% for pumpkin spice coffee compared to Joe medium roast ground coffee.

Target and Trader Joe's products have the biggest pumpkin spice tax.

Matt Schulz — LendingTree chief consumer finance analyst and author of “Ask Questions, Save Money, Make More: How to Take Control of Your Financial Life” — says demand drives these high costs. 

“Pumpkins are practically as big a part of the fall in America as sweaters and football,” he says. “I think retailers take advantage of that enthusiasm to a degree by pricing pumpkin-flavored goods a little higher than other products. Americans aren’t that concerned about the higher costs because these items keep flying off the shelves.” 

Still, not all items have a pumpkin spice tax. In total, 33 pumpkin spice items cost the same or less than their regular counterparts. Republic of Tea sold at Whole Foods is the most affordable pumpkin product when compared to its regular counterpart, with its pumpkin spice black tea costing 30.6% less than its Earl Greyer alternative.

Two Trader Joe’s products follow: Pumpkin Spiced Joe-Joe’s sandwich cookies cost 18.6% less than the chocolate and peanut butter Joe-Joe’s, while the pumpkin body butter costs 16.7% less than the Brazil nut body butter.

Notably, Starbucks maintained the same prices for its pumpkin spice drinks as last year. That includes the pumpkin spice varieties of the iced latte, regular latte, creme, cold brew, chai, frappuccino and creme frappuccino.

Full rankings: Products with biggest pumpkin spice tax

RetailerSpecialty productPriceSize in ouncesPrice per ounceRegular productPriceSize in ouncesPrice per ounceDifference
TargetFavorite Day pumpkin spice trail mix$6.7910$0.68Favorite Day monster trail mix$5.3914$0.3976.4%
Trader Joe’sPumpkin O’s cereal$2.9912$0.25Joe’s Os cereal$1.9912$0.1750.3%
Trader Joe’sPumpkin spice coffee$9.9914$0.71Joe medium roast ground coffee$6.9914$0.5042.9%
Trader Joe’sPumpkin bisque$5.4925$0.22Garden vegetable soup$3.9925.75$0.1541.7%
TargetPumpkin spice Oreo cookies$4.8910.86$0.45Oreo cookies$5.8918.12$0.3338.5%
Trader Joe’sPumpkin cheesecake croissants$4.997.4$0.674 chocolate croissants$5.9912$0.5035.1%
Trader Joe’sPumpkin Joe-Joe’s cookies$2.9910.5$0.28Chocolate vanilla creme Joe-Joe’s$2.9913.4$0.2227.6%
TargetKellogg’s pumpkin spice Frosted Flakes$6.7917.1$0.40Kellogg’s Frosted Flakes$6.7921.7$0.3126.9%
StarbucksIced pumpkin spice latte$7.4516$0.47Iced caffe latte$5.9516$0.3725.2%
Whole FoodsSweet Loren’s pumpkin spice cookie dough$6.669.6$0.69Sweet Loren’s chocolate chunk cookie dough$6.6612$0.5625.0%
Trader Joe’sPumpkin blondie brownies$4.999$0.55Brookie$4.9911$0.4522.2%
StarbucksPumpkin spice latte$7.2516$0.45Caffe latte$5.9516$0.3721.8%
Trader Joe’sPumpkin bagels$2.9918$0.17Plain bagels$2.4918$0.1420.1%
TargetKellogg’s Frosted Mini Wheats pumpkin pie spice cereal$6.7920$0.34Kellogg’s Frosted Mini Wheats original cereal$6.7924$0.2820.0%
Whole FoodsPumpkin spice English muffins$5.4910$0.55Artisan English muffins$5.4912$0.4620.0%
StarbucksPumpkin spice creme$6.4516$0.40Vanilla creme$5.4516$0.3418.3%
Trader Joe’sPumpkin body scrub$6.998$0.87Brazil nut body scrub$5.998$0.7516.7%
TargetTazo pumpkin spice chai black tea bags$4.291.76$2.44Tazo passion herbal tea bags$3.861.8$2.1413.7%
Trader Joe’sHowling Gourds pumpkin ale$8.9912$0.75Josephsbrau Oktoberfest$7.9912$0.6712.5%
Trader Joe’sPumpkin cheesecake$8.9930$0.30New York deli-style cheesecake$7.9930$0.2712.5%
Trader Joe’sPumpkin cream cheese spread$2.798$0.35Whipped cream cheese$2.498$0.3112.0%
Trader Joe’sPumpkin spice cold brew coffee concentrate$9.9932$0.31Cold brew coffee concentrate$8.9932$0.2811.1%
Whole FoodsMalk organic pumpkin spice almond milk$7.2128$0.26Malk organic vanilla almond milk$6.4928$0.2311.1%
Trader Joe’sThe Gourd Tree pumpkin cider$10.9972$0.15Henry Hotspur’s Hard Pressed for Cider$9.9972$0.1410.0%
StarbucksPumpkin cream cold brew$5.7516$0.36Cold brew$5.2516$0.339.5%
TargetDunkin’ pumpkin spice ground coffee$9.9911$0.91Dunkin’ original blend ground coffee$9.9912$0.839.1%
TargetGood & Gather pumpkin chai granola$4.9911$0.45Good & Gather cinnamon granola$4.9912$0.429.1%
Trader Joe’sPumpkin spice mini sheet cake$5.9918$0.33Chantilly cream vanilla bean mini sheet cake$5.4918$0.319.1%
TargetGoldfish Dunkin’ pumpkin spice grahams$2.996.1$0.49Goldfish cheddar crackers$2.996.6$0.458.2%
StarbucksIced pumpkin cream chai$6.7516$0.42Iced chai latte$6.2516$0.398.0%
StarbucksPumpkin spice frappuccino$6.7516$0.42Coffee frappuccino$6.2516$0.398.0%
StarbucksPumpkin spice creme frappuccino$6.7516$0.42Vanilla bean creme frappuccino$6.2516$0.398.0%
TargetJordan’s Skinny Mixes pumpkin spice syrup$6.9912.7$0.55Jordan’s Skinny Mixes vanilla bean syrup$6.4912.7$0.517.7%
Dunkin’Pumpkin spiced iced signature latte$5.8924$0.25Iced latte$5.4924$0.237.3%
StarbucksPumpkin and pepita loaf$4.951 (count)$4.95Banana, walnut and pecan loaf$4.651 (count)$4.656.5%
Dunkin’Pumpkin spice signature latte$5.2914$0.38Latte$4.9914$0.366.0%
StarbucksPumpkin cream cheese muffin$4.451 (count)$4.45Blueberry streusel muffin$4.251 (count)$4.254.7%
Whole FoodsSimple Mills pumpkin pancake and waffle mix$7.1210.7$0.67Simple Mills pancake and waffle almond flour mix$6.8210.7$0.644.4%
Trader Joe’sPumpkin ice cream$4.9932$0.16French vanilla ice cream$4.7932$0.154.2%
Trader Joe’sGluten-free pumpkin bread and muffin baking mix$4.4917.5$0.26Blueberry muffin mix$4.4918.1$0.253.4%
Dunkin’Pumpkin donut$2.191 (count)$2.19Glazed donut$2.191 (count)$2.190.0%
TargetAir Wick pumpkin spice plug-in refills$12.194$3.05Air Wick apple cinnamon medley plug-in refills$12.194$3.050.0%
TargetChobani pumpkin spice coffee creamer$5.9924$0.25Chobani sweet cream coffee creamer$5.9924$0.250.0%
TargetCoffee mate pumpkin spice creamer$4.9932$0.16Coffee mate french vanilla creamer$4.9932$0.160.0%
TargetFavorite Day Bakery pumpkin spice cake pops$3.692.7$1.37Favorite Day Bakery chocolate cake pops$3.692.7$1.370.0%
TargetGood & Gather pumpkin spice hot cocoa mix$7.997.9$1.01Good & Gather double chocolate hot cocoa mix$7.997.9$1.010.0%
TargetInternational Delight pumpkin pie spice cold foam creamer$5.9914$0.43International Delight sweet and creamy cold foam creamer$5.9914$0.430.0%
TargetO’s Bubble pumpkin spice instant marbling boba kit$5.006.35$0.79O’s Bubble brown sugar instant marbling boba kit$5.006.35$0.790.0%
TargetStarbucks pumpkin spice cold brew coffee concentrate$10.2932$0.32Starbucks cold brew concentrate$10.2932$0.320.0%
Trader Joe’sGluten-free pumpkin ravioli$4.498$0.56Gluten-free cheese ravioli$4.498$0.560.0%
Trader Joe’sGluten-free pumpkin streusel muffins$5.9914$0.43Gluten-free blueberry muffins$5.9914$0.430.0%
Trader Joe’sLa Colombe pumpkin spice cold brew latte$2.999$0.33La Colombe triple cold brew latte$2.999$0.330.0%
Trader Joe’sPumpkin bread and muffin mix$3.4917.5$0.20Banana bread mix$2.9915$0.200.0%
Trader Joe’sPumpkin overnight oats$1.995.5$0.36Apple overnight oats$1.995.5$0.360.0%
Trader Joe’sPumpkin ultra moisturizing hand cream$4.993$1.66Ultra moisturizing hand cream$4.993$1.660.0%
Whole FoodsChobani pumpkin spice Greek yogurt$5.565.3$1.05Chobani peach Greek yogurt$5.565.3$1.050.0%
Whole FoodsOrganic pumpkin and cinnamon puffs$5.991.5$3.99Organic broccoli spinach puffs$5.991.5$3.990.0%
Whole FoodsPumpkin scone$3.501 (count)$3.50Blueberry scone$3.501 (count)$3.500.0%
Whole FoodsPumpkin spice candle$19.997$2.86Farmhouse Cider candle$19.997$2.860.0%
Whole FoodsPumpkin spice pound cake$8.9914$0.64Banana bread pound cake$8.9914$0.640.0%
Whole FoodsPurely Elizabeth pumpkin cinnamon ancient grain granola$7.2912$0.61Purely Elizabeth ancient grain vanilla chocolate chip granola$7.2912$0.610.0%
Whole FoodsTate’s Bake Shop pumpkin spice cookies$5.546.5$0.85Tate’s Bake Shop salted caramel chocolate chip cookies$11.1213$0.86-0.4%
Trader Joe’sHoney-roasted pumpkin ravioli$3.999$0.44Cacio e Pepe ravioli$3.998.8$0.45-2.2%
TargetFamily-size pumpkin spice Cheerios$5.7918.5$0.31Family-size Cheerios$5.7918$0.32-2.7%
TargetLindor pumpkin spice candy truffles$5.995.1$1.17Lindor milk chocolate candy truffles$6.195.1$1.21-3.2%
Trader Joe’sPumpkin loaf$4.9915.25$0.33Vegan banana bread with walnuts$5.4916$0.34-4.6%
TargetGood & Gather pumpkin spice instant oatmeal$3.2912.1$0.27Good & Gather apple cinnamon instant oatmeal$3.2911.28$0.29-6.8%
TargetTate’s Bake Shop pumpkin spice cookies$4.996.5$0.77Tate’s Bake Shop chocolate chip cookies$5.797$0.83-7.2%
TargetFavorite Day pumpkin spice dipped sandwich cookies$4.006.5$0.62Favorite Day mini white fudge-dipped sandwich cookies$3.996$0.67-7.5%
TargetPepperidge Farm Milano pumpkin spice cookies$4.997$0.71Pepperidge Farm Milano milk chocolate cookies$4.996$0.83-14.3%
Trader Joe’sPumpkin body butter$4.998$0.62Brazil nut body butter$5.998$0.75-16.7%
Trader Joe’sPumpkin spiced Joe-Joe’s sandwich cookies$4.499.4$0.48Chocolate and peanut butter Joe-Joe’s$3.996.8$0.59-18.6%
Whole FoodsRepublic of Tea pumpkin spice black tea$8.8850$0.18Republic of Tea Earl Greyer black tea$12.7950$0.26-30.6%
Source: LendingTree analysis of prices and sizes of 146 grocery store and coffee retailer products.

West Virginians are most excited about pumpkin spice

As for where consumers are most looking forward to pumpkin spice, West Virginia tops the list. Google Trends data reveals that related searches over the past five years (Sept. 10, 2020, through Sept. 10, 2025) have been most popular here.

West Virginia has fairly pronounced seasons. Autumn is visually striking (fall foliage and cooler weather), which may stimulate more anticipation for fall-themed flavors and activities.

Idaho and Maine have the next highest interest in pumpkin spice. All three states have a beautiful — and colorful — start to the fall season, and they might watch with a PSL.

Pumpkin spice searches are most common in West Virginia.

Conversely, Mississippi is the least interested in pumpkin spice, ahead of Louisiana and the District of Columbia. 

In Mississippi, fall arrives later and summers are long, with warm/humid weather extending into what elsewhere would already be pumpkin spice season.

Looking at when pumpkin spice interest surges the most, the urge to splurge on pumpkin spice spikes at the end of August. Over the past five years, searches for pumpkin spice have peaked around the last week of August.

That’s about in line with most pumpkin spice releases. Historically, Starbucks has released its pumpkin spice products around the last week of August or the first week of September. Other retailers typically follow suit.

Pumpkin spice searches spike at the end of August.

That’s also the time when Americans begin looking forward to fall. 

“From jack-o’-lanterns on Halloween to pumpkin pie on the Thanksgiving dinner table, the fall holidays don’t seem complete without pumpkins,” Schulz says. “Pumpkins are comfort items because they make people think of wonderful times when they were kids or moments they’ve shared with their own kids. Trick-or-treating, carving Halloween pumpkins and baking pumpkin pie are indelible memories for so many Americans.”

Full rankings: States with highest Google search volume for pumpkin spice 

RankStateSearch volume
1West Virginia100
2Idaho95
3Maine92
4Utah90
5Alaska88
6Colorado87
6Indiana87
8Ohio86
8Washington86
10Wyoming85
10Arizona85
10New Hampshire85
13Missouri84
14Wisconsin83
14New Mexico83
14Michigan83
17Oregon82
18Nebraska81
18Tennessee81
20Kansas80
20Virginia80
20Pennsylvania80
20Montana80
24Iowa78
25North Carolina77
25Illinois77
27Oklahoma76
27South Carolina76
27Vermont76
27Kentucky76
31Minnesota75
32Nevada73
32Connecticut73
32Texas73
32South Dakota73
32Maryland73
32North Dakota73
38California72
39Delaware71
40Massachusetts68
40Florida68
42Arkansas67
43Rhode Island66
43New Jersey66
45New York63
46Georgia62
47Alabama59
48Hawaii58
49District of Columbia53
50Louisiana51
51Mississippi40
Source: LendingTree analysis of Google Trends data. Note: Figures are indexed to 100 based on the state with the highest Google search traffic for the term during the Sept. 10, 2020, to Sept. 10, 2025, period analyzed.

Americans are excited for the fall flavor

While the hype may feel old for some, 70% of Americans say they’re at least a little excited for pumpkin spice products. This includes 30% who are extremely excited.

70% of Americans say they’re at least a little excited for pumpkin spice products.

Those with children younger than 18 (42%), six-figure earners (41%) and millennials ages 29 to 44 (37%) are the most likely to feel extremely excited. Notably, men (32%) are more likely to say they’re extremely excited than women (27%). 

Schulz believes that excitement may stem from consumers being willing to splurge on items that are only available for a limited time. “Whether you’re talking about the McRib when it’s available, Cadbury creme eggs around Easter or pumpkin-flavored items in the fall, people will often let themselves go a little crazy with them because they know they won’t be available forever,” he says. “It just makes that item seem a little more special and a little more unique because it isn’t always around.”

Meanwhile, 67% at least somewhat enjoy the flavor, with 36% very much enjoying it. Another 69% say it’s a seasonal “must-have” at least sometimes. 

Although most Americans enjoy pumpkin spice, 59% believe pumpkin spice products are over-marketed. Those who are most likely to enjoy pumpkin spice are also some of those most likely to call it over-marketed, at 66% among those with children younger than 18, 65% among six-figure earners and 64% among men.

Managing a pumpkin spice budget: Top expert tips

All that sugar and spice isn’t so nice on the budget, but that doesn’t mean you can’t have your holiday treats. To help incorporate the pumpkin spice tax into your budget, Schulz recommends:

  • Get your priorities in order. “As much as we love pumpkin-flavored items, rising prices aren’t to be ignored,” he says. “If your budget has tightened as inflation has taken hold over the last few years, know that you might have to consider holding back a bit. You could also consider consolidating your debts with a low-interest personal loan. That can reduce the amount of interest you pay each month on your debts, allowing you to pay them down a little bit faster and maybe even free up an extra few bucks to splurge on a pumpkin spice treat now and then.”
  • DIY it. “Getting your pumpkin fix doesn’t always mean restaurants and coffee shops,” Schulz says. “Bake your own pumpkin bread. Make your own pumpkin-flavored coffee at home. Even though the prices of these things in the stores are more expensive than in previous years, it’s often a whole lot better than what you’ll pay at your favorite bakery or coffee shop.”
  • Keep an eye on discounts and rewards. Having a loyalty card or store credit card may come in handy. For example, if you’re a Starbucks PSL fanatic, keep an eye out for “triple star” opportunities — these points can be exchanged for discounts or free items.

Methodology

LendingTree researchers gathered prices and sizes on 146 grocery store and coffee retailer products to estimate the average pumpkin spice tax. We collected this data on 73 pumpkin and 73 nonpumpkin products to evaluate how retailers price pumpkin-flavored items.

We compared the products by price per ounce (or price per item/count) to control for differences in sizes.

Our analysis involved a mix of online and in-store browsing from Sept. 3 to 10, 2025. We gathered data from the following grocery store and coffee retailers:

  • Dunkin’
  • Starbucks
  • Target
  • Trader Joe’s
  • Whole Foods

Because retailer prices vary across the country, we focused on pricing in the following Brooklyn, N.Y., ZIP codes:

  • 11201 (Trader Joe’s)
  • 11216 (Dunkin’)
  • 11217 (Target, Whole Foods, Starbucks)

Researchers also analyzed Google Trends search data to determine when and where pumpkin spice is most popular.

Additionally, LendingTree commissioned QuestionPro to conduct an online survey of 2,000 U.S. consumers ages 18 to 79 from Sept. 2 to 4, 2025. The survey was administered using a nonprobability-based sample, and quotas were used to ensure the sample base represented the overall population. Researchers reviewed all responses for quality control. 

We defined generations as the following ages in 2025:

  • Generation Z: 18 to 28
  • Millennial: 29 to 44
  • Generation X: 45 to 60
  • Baby boomer: 61 to 79
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