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

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
Retailer | Specialty product | Price | Size in ounces | Price per ounce | Regular product | Price | Size in ounces | Price per ounce | Difference |
---|---|---|---|---|---|---|---|---|---|
Target | Favorite Day pumpkin spice trail mix | $6.79 | 10 | $0.68 | Favorite Day monster trail mix | $5.39 | 14 | $0.39 | 76.4% |
Trader Joe’s | Pumpkin O’s cereal | $2.99 | 12 | $0.25 | Joe’s Os cereal | $1.99 | 12 | $0.17 | 50.3% |
Trader Joe’s | Pumpkin spice coffee | $9.99 | 14 | $0.71 | Joe medium roast ground coffee | $6.99 | 14 | $0.50 | 42.9% |
Trader Joe’s | Pumpkin bisque | $5.49 | 25 | $0.22 | Garden vegetable soup | $3.99 | 25.75 | $0.15 | 41.7% |
Target | Pumpkin spice Oreo cookies | $4.89 | 10.86 | $0.45 | Oreo cookies | $5.89 | 18.12 | $0.33 | 38.5% |
Trader Joe’s | Pumpkin cheesecake croissants | $4.99 | 7.4 | $0.67 | 4 chocolate croissants | $5.99 | 12 | $0.50 | 35.1% |
Trader Joe’s | Pumpkin Joe-Joe’s cookies | $2.99 | 10.5 | $0.28 | Chocolate vanilla creme Joe-Joe’s | $2.99 | 13.4 | $0.22 | 27.6% |
Target | Kellogg’s pumpkin spice Frosted Flakes | $6.79 | 17.1 | $0.40 | Kellogg’s Frosted Flakes | $6.79 | 21.7 | $0.31 | 26.9% |
Starbucks | Iced pumpkin spice latte | $7.45 | 16 | $0.47 | Iced caffe latte | $5.95 | 16 | $0.37 | 25.2% |
Whole Foods | Sweet Loren’s pumpkin spice cookie dough | $6.66 | 9.6 | $0.69 | Sweet Loren’s chocolate chunk cookie dough | $6.66 | 12 | $0.56 | 25.0% |
Trader Joe’s | Pumpkin blondie brownies | $4.99 | 9 | $0.55 | Brookie | $4.99 | 11 | $0.45 | 22.2% |
Starbucks | Pumpkin spice latte | $7.25 | 16 | $0.45 | Caffe latte | $5.95 | 16 | $0.37 | 21.8% |
Trader Joe’s | Pumpkin bagels | $2.99 | 18 | $0.17 | Plain bagels | $2.49 | 18 | $0.14 | 20.1% |
Target | Kellogg’s Frosted Mini Wheats pumpkin pie spice cereal | $6.79 | 20 | $0.34 | Kellogg’s Frosted Mini Wheats original cereal | $6.79 | 24 | $0.28 | 20.0% |
Whole Foods | Pumpkin spice English muffins | $5.49 | 10 | $0.55 | Artisan English muffins | $5.49 | 12 | $0.46 | 20.0% |
Starbucks | Pumpkin spice creme | $6.45 | 16 | $0.40 | Vanilla creme | $5.45 | 16 | $0.34 | 18.3% |
Trader Joe’s | Pumpkin body scrub | $6.99 | 8 | $0.87 | Brazil nut body scrub | $5.99 | 8 | $0.75 | 16.7% |
Target | Tazo pumpkin spice chai black tea bags | $4.29 | 1.76 | $2.44 | Tazo passion herbal tea bags | $3.86 | 1.8 | $2.14 | 13.7% |
Trader Joe’s | Howling Gourds pumpkin ale | $8.99 | 12 | $0.75 | Josephsbrau Oktoberfest | $7.99 | 12 | $0.67 | 12.5% |
Trader Joe’s | Pumpkin cheesecake | $8.99 | 30 | $0.30 | New York deli-style cheesecake | $7.99 | 30 | $0.27 | 12.5% |
Trader Joe’s | Pumpkin cream cheese spread | $2.79 | 8 | $0.35 | Whipped cream cheese | $2.49 | 8 | $0.31 | 12.0% |
Trader Joe’s | Pumpkin spice cold brew coffee concentrate | $9.99 | 32 | $0.31 | Cold brew coffee concentrate | $8.99 | 32 | $0.28 | 11.1% |
Whole Foods | Malk organic pumpkin spice almond milk | $7.21 | 28 | $0.26 | Malk organic vanilla almond milk | $6.49 | 28 | $0.23 | 11.1% |
Trader Joe’s | The Gourd Tree pumpkin cider | $10.99 | 72 | $0.15 | Henry Hotspur’s Hard Pressed for Cider | $9.99 | 72 | $0.14 | 10.0% |
Starbucks | Pumpkin cream cold brew | $5.75 | 16 | $0.36 | Cold brew | $5.25 | 16 | $0.33 | 9.5% |
Target | Dunkin’ pumpkin spice ground coffee | $9.99 | 11 | $0.91 | Dunkin’ original blend ground coffee | $9.99 | 12 | $0.83 | 9.1% |
Target | Good & Gather pumpkin chai granola | $4.99 | 11 | $0.45 | Good & Gather cinnamon granola | $4.99 | 12 | $0.42 | 9.1% |
Trader Joe’s | Pumpkin spice mini sheet cake | $5.99 | 18 | $0.33 | Chantilly cream vanilla bean mini sheet cake | $5.49 | 18 | $0.31 | 9.1% |
Target | Goldfish Dunkin’ pumpkin spice grahams | $2.99 | 6.1 | $0.49 | Goldfish cheddar crackers | $2.99 | 6.6 | $0.45 | 8.2% |
Starbucks | Iced pumpkin cream chai | $6.75 | 16 | $0.42 | Iced chai latte | $6.25 | 16 | $0.39 | 8.0% |
Starbucks | Pumpkin spice frappuccino | $6.75 | 16 | $0.42 | Coffee frappuccino | $6.25 | 16 | $0.39 | 8.0% |
Starbucks | Pumpkin spice creme frappuccino | $6.75 | 16 | $0.42 | Vanilla bean creme frappuccino | $6.25 | 16 | $0.39 | 8.0% |
Target | Jordan’s Skinny Mixes pumpkin spice syrup | $6.99 | 12.7 | $0.55 | Jordan’s Skinny Mixes vanilla bean syrup | $6.49 | 12.7 | $0.51 | 7.7% |
Dunkin’ | Pumpkin spiced iced signature latte | $5.89 | 24 | $0.25 | Iced latte | $5.49 | 24 | $0.23 | 7.3% |
Starbucks | Pumpkin and pepita loaf | $4.95 | 1 (count) | $4.95 | Banana, walnut and pecan loaf | $4.65 | 1 (count) | $4.65 | 6.5% |
Dunkin’ | Pumpkin spice signature latte | $5.29 | 14 | $0.38 | Latte | $4.99 | 14 | $0.36 | 6.0% |
Starbucks | Pumpkin cream cheese muffin | $4.45 | 1 (count) | $4.45 | Blueberry streusel muffin | $4.25 | 1 (count) | $4.25 | 4.7% |
Whole Foods | Simple Mills pumpkin pancake and waffle mix | $7.12 | 10.7 | $0.67 | Simple Mills pancake and waffle almond flour mix | $6.82 | 10.7 | $0.64 | 4.4% |
Trader Joe’s | Pumpkin ice cream | $4.99 | 32 | $0.16 | French vanilla ice cream | $4.79 | 32 | $0.15 | 4.2% |
Trader Joe’s | Gluten-free pumpkin bread and muffin baking mix | $4.49 | 17.5 | $0.26 | Blueberry muffin mix | $4.49 | 18.1 | $0.25 | 3.4% |
Dunkin’ | Pumpkin donut | $2.19 | 1 (count) | $2.19 | Glazed donut | $2.19 | 1 (count) | $2.19 | 0.0% |
Target | Air Wick pumpkin spice plug-in refills | $12.19 | 4 | $3.05 | Air Wick apple cinnamon medley plug-in refills | $12.19 | 4 | $3.05 | 0.0% |
Target | Chobani pumpkin spice coffee creamer | $5.99 | 24 | $0.25 | Chobani sweet cream coffee creamer | $5.99 | 24 | $0.25 | 0.0% |
Target | Coffee mate pumpkin spice creamer | $4.99 | 32 | $0.16 | Coffee mate french vanilla creamer | $4.99 | 32 | $0.16 | 0.0% |
Target | Favorite Day Bakery pumpkin spice cake pops | $3.69 | 2.7 | $1.37 | Favorite Day Bakery chocolate cake pops | $3.69 | 2.7 | $1.37 | 0.0% |
Target | Good & Gather pumpkin spice hot cocoa mix | $7.99 | 7.9 | $1.01 | Good & Gather double chocolate hot cocoa mix | $7.99 | 7.9 | $1.01 | 0.0% |
Target | International Delight pumpkin pie spice cold foam creamer | $5.99 | 14 | $0.43 | International Delight sweet and creamy cold foam creamer | $5.99 | 14 | $0.43 | 0.0% |
Target | O’s Bubble pumpkin spice instant marbling boba kit | $5.00 | 6.35 | $0.79 | O’s Bubble brown sugar instant marbling boba kit | $5.00 | 6.35 | $0.79 | 0.0% |
Target | Starbucks pumpkin spice cold brew coffee concentrate | $10.29 | 32 | $0.32 | Starbucks cold brew concentrate | $10.29 | 32 | $0.32 | 0.0% |
Trader Joe’s | Gluten-free pumpkin ravioli | $4.49 | 8 | $0.56 | Gluten-free cheese ravioli | $4.49 | 8 | $0.56 | 0.0% |
Trader Joe’s | Gluten-free pumpkin streusel muffins | $5.99 | 14 | $0.43 | Gluten-free blueberry muffins | $5.99 | 14 | $0.43 | 0.0% |
Trader Joe’s | La Colombe pumpkin spice cold brew latte | $2.99 | 9 | $0.33 | La Colombe triple cold brew latte | $2.99 | 9 | $0.33 | 0.0% |
Trader Joe’s | Pumpkin bread and muffin mix | $3.49 | 17.5 | $0.20 | Banana bread mix | $2.99 | 15 | $0.20 | 0.0% |
Trader Joe’s | Pumpkin overnight oats | $1.99 | 5.5 | $0.36 | Apple overnight oats | $1.99 | 5.5 | $0.36 | 0.0% |
Trader Joe’s | Pumpkin ultra moisturizing hand cream | $4.99 | 3 | $1.66 | Ultra moisturizing hand cream | $4.99 | 3 | $1.66 | 0.0% |
Whole Foods | Chobani pumpkin spice Greek yogurt | $5.56 | 5.3 | $1.05 | Chobani peach Greek yogurt | $5.56 | 5.3 | $1.05 | 0.0% |
Whole Foods | Organic pumpkin and cinnamon puffs | $5.99 | 1.5 | $3.99 | Organic broccoli spinach puffs | $5.99 | 1.5 | $3.99 | 0.0% |
Whole Foods | Pumpkin scone | $3.50 | 1 (count) | $3.50 | Blueberry scone | $3.50 | 1 (count) | $3.50 | 0.0% |
Whole Foods | Pumpkin spice candle | $19.99 | 7 | $2.86 | Farmhouse Cider candle | $19.99 | 7 | $2.86 | 0.0% |
Whole Foods | Pumpkin spice pound cake | $8.99 | 14 | $0.64 | Banana bread pound cake | $8.99 | 14 | $0.64 | 0.0% |
Whole Foods | Purely Elizabeth pumpkin cinnamon ancient grain granola | $7.29 | 12 | $0.61 | Purely Elizabeth ancient grain vanilla chocolate chip granola | $7.29 | 12 | $0.61 | 0.0% |
Whole Foods | Tate’s Bake Shop pumpkin spice cookies | $5.54 | 6.5 | $0.85 | Tate’s Bake Shop salted caramel chocolate chip cookies | $11.12 | 13 | $0.86 | -0.4% |
Trader Joe’s | Honey-roasted pumpkin ravioli | $3.99 | 9 | $0.44 | Cacio e Pepe ravioli | $3.99 | 8.8 | $0.45 | -2.2% |
Target | Family-size pumpkin spice Cheerios | $5.79 | 18.5 | $0.31 | Family-size Cheerios | $5.79 | 18 | $0.32 | -2.7% |
Target | Lindor pumpkin spice candy truffles | $5.99 | 5.1 | $1.17 | Lindor milk chocolate candy truffles | $6.19 | 5.1 | $1.21 | -3.2% |
Trader Joe’s | Pumpkin loaf | $4.99 | 15.25 | $0.33 | Vegan banana bread with walnuts | $5.49 | 16 | $0.34 | -4.6% |
Target | Good & Gather pumpkin spice instant oatmeal | $3.29 | 12.1 | $0.27 | Good & Gather apple cinnamon instant oatmeal | $3.29 | 11.28 | $0.29 | -6.8% |
Target | Tate’s Bake Shop pumpkin spice cookies | $4.99 | 6.5 | $0.77 | Tate’s Bake Shop chocolate chip cookies | $5.79 | 7 | $0.83 | -7.2% |
Target | Favorite Day pumpkin spice dipped sandwich cookies | $4.00 | 6.5 | $0.62 | Favorite Day mini white fudge-dipped sandwich cookies | $3.99 | 6 | $0.67 | -7.5% |
Target | Pepperidge Farm Milano pumpkin spice cookies | $4.99 | 7 | $0.71 | Pepperidge Farm Milano milk chocolate cookies | $4.99 | 6 | $0.83 | -14.3% |
Trader Joe’s | Pumpkin body butter | $4.99 | 8 | $0.62 | Brazil nut body butter | $5.99 | 8 | $0.75 | -16.7% |
Trader Joe’s | Pumpkin spiced Joe-Joe’s sandwich cookies | $4.49 | 9.4 | $0.48 | Chocolate and peanut butter Joe-Joe’s | $3.99 | 6.8 | $0.59 | -18.6% |
Whole Foods | Republic of Tea pumpkin spice black tea | $8.88 | 50 | $0.18 | Republic of Tea Earl Greyer black tea | $12.79 | 50 | $0.26 | -30.6% |
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.

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.

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
Rank | State | Search volume |
---|---|---|
1 | West Virginia | 100 |
2 | Idaho | 95 |
3 | Maine | 92 |
4 | Utah | 90 |
5 | Alaska | 88 |
6 | Colorado | 87 |
6 | Indiana | 87 |
8 | Ohio | 86 |
8 | Washington | 86 |
10 | Wyoming | 85 |
10 | Arizona | 85 |
10 | New Hampshire | 85 |
13 | Missouri | 84 |
14 | Wisconsin | 83 |
14 | New Mexico | 83 |
14 | Michigan | 83 |
17 | Oregon | 82 |
18 | Nebraska | 81 |
18 | Tennessee | 81 |
20 | Kansas | 80 |
20 | Virginia | 80 |
20 | Pennsylvania | 80 |
20 | Montana | 80 |
24 | Iowa | 78 |
25 | North Carolina | 77 |
25 | Illinois | 77 |
27 | Oklahoma | 76 |
27 | South Carolina | 76 |
27 | Vermont | 76 |
27 | Kentucky | 76 |
31 | Minnesota | 75 |
32 | Nevada | 73 |
32 | Connecticut | 73 |
32 | Texas | 73 |
32 | South Dakota | 73 |
32 | Maryland | 73 |
32 | North Dakota | 73 |
38 | California | 72 |
39 | Delaware | 71 |
40 | Massachusetts | 68 |
40 | Florida | 68 |
42 | Arkansas | 67 |
43 | Rhode Island | 66 |
43 | New Jersey | 66 |
45 | New York | 63 |
46 | Georgia | 62 |
47 | Alabama | 59 |
48 | Hawaii | 58 |
49 | District of Columbia | 53 |
50 | Louisiana | 51 |
51 | Mississippi | 40 |
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.

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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