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68% of Americans Are Excited for Pumpkin Spice Season, but Consumers Pay Up to 75% More for Products

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Fall officially means one thing for retailers: pumpkin everything. This year, shoppers are showing up for it, even though pumpkin-flavored products carry a noticeably higher price tag than their standard counterparts. 

Our research shows that while enthusiasm for pumpkin spice is nearing a five-year high, the premiums attached to it are also rising. Yet many consumers say they’re not willing to pay whatever it costs to get their seasonal fix.

Key takeaways
  • Pumpkin products carry a higher price tag. Pumpkin-flavored items cost 8.9% more on average in 2026 than their nonpumpkin counterparts, up slightly from the 8.4% premium in our 2025 analysis.
  • By retailer, Starbucks has the highest average premium. Its pumpkin product comparisons average a 19.7% premium, with nine out of 10 items analyzed costing more than their nonpumpkin counterparts. Trader Joe’s averages 11.8%, while Target averages 8.4%.
  • By product, a Trader Joe’s cereal shows the largest individual markup. Pumpkin O’s cost $3.49 for 12 ounces, or $0.29 per ounce, versus $1.99 for 12 ounces of Joe’s Os, or $0.17 per ounce. That’s a 75.4% premium. Jade Leaf’s organic pumpkin spice matcha latte mix at Target follows at 47.2% more per ounce than its organic matcha latte mix, while Target’s Favorite Day pumpkin spice whipped dairy topping costs 44.6% more per ounce than its original counterpart.
  • Pumpkin spice enthusiasm is up so far this year. Search interest for pumpkin spice at the start of September was at its second-highest level in the past five years, according to Google Trends data. By state, West Virginia remains No. 1 for pumpkin spice enthusiasm, while Cheyenne, Wyo., takes the top spot among metros.
  • Consumers like pumpkin spice but are wary of the hype. More than two-thirds (68%) of Americans are at least a little excited about its fall return, and 63% say they enjoy the flavor. Still, 57% believe pumpkin spice products are overmarketed.
  • Many shoppers resist paying extra. Nearly half of consumers (48%) say they generally wouldn’t pay more for a pumpkin or pumpkin spice version of a product they already buy, while 36% would pay a premium. Only 21% expect to spend more on pumpkin spice this fall than they did last fall.

Pumpkin spice comes with a price premium

On average, pumpkin-flavored products cost 8.9% more than their nonpumpkin versions in 2026, an uptick from the 8.4% premium measured in 2025. (LendingTree analyzed 100 pumpkin and nonpumpkin comparisons across six retailers — see the methodology for specifics.)

Pumpkin-flavored premium over the years

YearPremium
20268.9%
20258.4%
20247.4%
202214.1%
20208.8%
20178.0%
Source: LendingTree analyses.

While that’s a seemingly modest number, 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 the extra expense can pile up for anyone buying pumpkin-flavored products regularly. 

“No one pumpkin purchase is likely to wreck your budget, but the trouble comes when you’re paying extra for multiple things week after week,” he says. “These purchases should be part of your fun-money budget, not something that gets a free pass because it’s temporary.”

Starbucks has the highest average premium

Getting your fall-flavored caffeine fix may cost you more at Starbucks. Across the six retailers analyzed — Dunkin’, Foodtown, Starbucks, Target, Trader Joe’s and Whole Foods — Starbucks had the highest average premium, at 19.7%. There, nine of the 10 items analyzed cost more than their nonpumpkin counterparts. 

Starbucks had the highest average premium, at 19.7%.

Trader Joe’s followed, averaging an 11.8% premium, while Target’s pumpkin products averaged an 8.4% premium. Meanwhile, Dunkin’ had a 2.0% premium, Whole Foods had a 0.7% premium, and Foodtown had no markup (though we analyzed only one set of items there).

One cereal has a 75.4% markup

Zooming in on individual products, Trader Joe’s Pumpkin O’s cost $3.49 for 12 ounces, or $0.29 per ounce. That compares with $1.99 for the same size of Joe’s Os cereal, or $0.17 per ounce. That works out to a 75.4% premium for the pumpkin version — the steepest markup among the 100 product comparisons analyzed.

Other standouts include Jade Leaf’s organic pumpkin spice matcha latte mix at Target, which costs 47.2% more per ounce than its plain counterpart, and Target’s Favorite Day pumpkin spice whipped dairy topping, priced 44.6% higher per ounce than its original counterpart.

Trader Joe’s Pumpkin O’s cost $3.49 for 12 ounces, or $0.29 per ounce.

Three of the five products with the biggest pumpkin spice markups are at Trader Joe’s, while the remaining two are at Target.

Schulz says a markup like that doesn’t have to mean giving up a favorite seasonal treat entirely. 

“You don’t have to give up your favorite guilty pleasure; you just need to be thoughtful and planful about it,” he says. “Buy it once or twice instead of every week. Get a small or medium instead of a large. Skip another favorite of yours for a little while to make room for it in your budget. The goal is to find a way to enjoy the things you value most without letting them take away from bigger priorities.”

But not every pumpkin spice product comes with a premium. Of the 100 product comparisons, 55 have markups, 32 have no price difference and 13 cost less than their plain counterparts. Target’s Harney & Sons pumpkin spice herbal tea sachets have the biggest discount, costing 30.3% less than the brand’s raspberry herbal tea sachet counterpart. Next are Whole Foods’ NuttZo pumpkin spice power fuel 7-nut-and-seed butter (21.5% less) and Target’s Coffee mate pumpkin spice creamer (20.0% less). (See the full rankings below for the specific comparisons.)

Full rankings: Products with the biggest pumpkin spice premiums

RetailerSpecialty productPriceSize in ouncesPrice per ounceComparable regular productPriceSize in ouncesPrice per ounceDifference
Trader Joe’sPumpkin O’s cereal$3.4912$0.29Joe’s Os cereal$1.9912$0.1775.4%
TargetJade Leaf organic pumpkin spice matcha latte mix$11.993.2$3.75Jade Leaf organic matcha latte mix$13.495.3$2.5547.2%
TargetFavorite Day pumpkin spice whipped dairy topping$3.8913$0.30Favorite Day original whipped dairy topping$2.6913$0.2144.6%
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%
TargetKellogg’s pumpkin spice Frosted Flakes$5.2917.1$0.31Kellogg’s Frosted Flakes$4.7921.7$0.2240.1%
TargetFavorite Day pumpkin spice trail mix$4.9910$0.50Favorite Day monster trail mix$4.9914$0.3640.0%
StarbucksIced pumpkin cream shaken espresso$7.2516$0.45Iced shaken espresso$5.2516$0.3338.1%
Trader Joe’sPumpkin cheesecake croissants$4.997.4$0.67Chocolate croissants$5.9912$0.5035.1%
StarbucksIced pumpkin spice latte$7.2516$0.45Iced caffe latte$5.6516$0.3528.3%
TargetStarbucks dairy pumpkin spice coffee creamer$6.3928$0.23Starbucks caramel macchiato coffee creamer$4.9928$0.1828.1%
Trader Joe’sPumpkin Joe-Joe’s cookies$2.9910.5$0.28Chocolate vanilla creme Joe-Joe’s$2.9913.4$0.2227.6%
StarbucksPumpkin spice chai$6.7516$0.42Chai latte$5.4516$0.3423.9%
TargetGood & Gather pumpkin spice hot cocoa mix$7.997.9$1.01Good & Gather double chocolate hot cocoa mix$6.497.9$0.8223.1%
StarbucksPumpkin spice latte$6.9516$0.43Caffe latte$5.6516$0.3523.0%
TargetGood & Gather pumpkin spice ground coffee$10.9912$0.92Good & Gather cinnamon vanilla light roast ground coffee$8.9912$0.7522.2%
Trader Joe’sPumpkin blondie brownies$4.999$0.55Brookie$4.9911$0.4522.2%
StarbucksPumpkin cream cold brew$5.7516$0.36Cold brew$4.7516$0.3021.1%
StarbucksIced pumpkin cream chai$6.9516$0.43Iced chai latte$5.7516$0.3620.9%
Trader Joe’sPumpkin bagels$2.9918$0.17Plain bagels$2.4918$0.1420.1%
TargetGood & Gather pumpkin spice coffee syrup$6.5912.7$0.52Good & Gather vanilla bean brulée coffee syrup$5.4912.7$0.4320.0%
TargetStarbucks pumpkin spice cold brew concentrate$11.9932$0.37Starbucks cold brew concentrate$9.9932$0.3120.0%
TargetKellogg’s Frosted Mini Wheats pumpkin pie spice cereal$5.7920$0.29Kellogg’s Frosted Mini Wheats original cereal$5.7924$0.2420.0%
Whole FoodsPumpkin spice English muffins$6.4910$0.65Artisan English muffins$6.4912$0.5420.0%
StarbucksPumpkin spice frappuccino$6.7516$0.42Coffee frappuccino$5.7516$0.3617.4%
StarbucksIced pumpkin cream matcha$6.9516$0.43Iced matcha latte$5.9516$0.3716.8%
Trader Joe’sPumpkin body scrub$6.998$0.87Brazil nut body scrub$5.998$0.7516.7%
TargetTate’s Bake Shop pumpkin spice cookies$5.596.5$0.86Tate’s Bake Shop chocolate chip cookies$5.197$0.7416.0%
TargetMadeGood pumpkin spice organic granola bites$8.798.5$1.03MadeGood chocolate chip organic granola bites$7.698.5$0.9014.3%
TargetGood & Gather pumpkin spice instant oatmeal$3.2912.1$0.27Good & Gather apple cinnamon instant oatmeal$2.6911.28$0.2414.0%
Trader Joe’sPumpkin cheesecake$8.9930$0.30New York deli-style cheesecake$7.9930$0.2712.5%
TargetFavorite Day pumpkin spice cake pops kit$7.9911.9$0.67Favorite Day monsters treat cake pops kit$8.5914.35$0.6012.2%
Trader Joe’sPumpkin cream cheese spread$2.798$0.35Whipped cream cheese$2.498$0.3112.0%
TargetTazo pumpkin spice chai black tea bags$4.691.76$2.66Tazo chai vanilla caramel black tea bags$4.291.8$2.3811.8%
Whole FoodsSweet Loren’s pumpkin spice cookie dough$6.669.6$0.69Sweet Loren’s chocolate chunk cookie dough$7.4912$0.6211.1%
Trader Joe’sPumpkin spice cold brew coffee concentrate$9.9932$0.31Cold brew coffee concentrate$8.9932$0.2811.1%
Dunkin’Pumpkin spiced iced signature latte$6.1924$0.26Iced latte$5.5924$0.2310.7%
TargetGood & Gather pumpkin spice granola$4.3912$0.37Good & Gather cinnamon granola$3.9912$0.3310.0%
Dunkin’Pumpkin cloud Dunkalatte$6.5914$0.47Dunkalatte$5.9914$0.4310.0%
Trader Joe’sThe Gourd Tree pumpkin cider$10.9912$0.92Henry Hotspur’s Hard Pressed for Cider$9.9912$0.8310.0%
Trader Joe’sPumpkin spice mini sheet cake$5.9918$0.33Chantilly cream vanilla bean mini sheet cake$5.4918$0.319.1%
TargetDunkin’ pumpkin spice ground coffee$11.7911$1.07Dunkin’ original blend ground coffee$11.7912$0.989.1%
TargetGood & Gather pumpkin chai granola$3.9911$0.36Good & Gather cinnamon granola$3.9912$0.339.1%
TargetStarbucks pumpkin spice light roast ground coffee$13.8911$1.26Starbucks Veranda light roast ground coffee$13.8912$1.169.1%
TargetSwiss Miss pumpkin spice hot cocoa mix$3.7911.04$0.34Swiss Miss milk chocolate hot cocoa mix$3.4911.04$0.328.6%
TargetAir Wick pumpkin spice plug-in refills$10.794$2.70Air Wick apple cinnamon medley plug-in refills$9.994$2.508.0%
TargetJordan’s Skinny Mixes pumpkin spice syrup$6.9912.7$0.55Jordan’s Skinny Mixes vanilla bean syrup$6.4912.7$0.517.7%
StarbucksPumpkin cream cheese muffin$4.251$4.25Blueberry streusel muffin$3.951$3.957.6%
TargetMartha White pumpkin spice muffin mix$1.697$0.24Martha White blueberry muffin mix$1.597$0.236.3%
Dunkin’Pumpkin spice signature latte$5.4914$0.39Latte$5.1914$0.375.8%
Whole FoodsSimple Mills pumpkin pancake and waffle mix$7.5310.7$0.70Simple Mills almond flour pancake and waffle mix$7.1310.7$0.675.6%
Trader Joe’sPumpkin loaf$5.4915.25$0.36Vegan banana bread with walnuts$5.4916$0.344.9%
Trader Joe’sGluten-free pumpkin bread and muffin baking mix$4.4917.5$0.26Blueberry muffin mix$4.4918.1$0.253.4%
Whole FoodsMalk organic pumpkin spice almond milk$7.2128$0.26Malk organic vanilla almond milk$6.9928$0.253.1%
Dunkin’Pumpkin patch cloud latte$6.3914$0.46Make your own cloud latte$6.3414$0.450.8%
Trader Joe’sPumpkin bread and muffin mix$3.4917.5$0.20Banana bread mix$2.9915$0.200.0%
FoodtownSimple Kneads Pumpkinickel organic gluten-free bread$8.4921$0.40Simple Kneads sourdough organic gluten-free bread$8.4921$0.400.0%
Trader Joe’sHowling Gourds pumpkin ale$8.9912$0.75Josephsbrau Oktoberfest$8.9912$0.750.0%
TargetGoldfish Dunkin’ pumpkin spice grahams$2.796.6$0.42Goldfish cheddar crackers$2.796.6$0.420.0%
Trader Joe’sPumpkin ice cream$4.9932$0.16French vanilla ice cream$4.9932$0.160.0%
TargetChobani pumpkin spice coffee creamer$5.9924$0.25Chobani sweet cream coffee creamer$5.9924$0.250.0%
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%
Trader Joe’sGluten-free pumpkin ravioli$4.498$0.56Gluten-free cheese ravioli$4.498$0.560.0%
Trader Joe’sPumpkin 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 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%
TargetPillsbury Grands! pumpkin spice rolls$4.9917.5$0.29Pillsbury Grands! cinnamon rolls with icing$4.9917.5$0.290.0%
TargetInternational Delight pumpkin pie spice coffee creamer$3.9932$0.12International Delight French vanilla coffee creamer$3.9932$0.120.0%
TargetCoffee mate zero sugar pumpkin spice coffee creamer$3.9932$0.12Coffee mate zero sugar French vanilla coffee creamer$3.9932$0.120.0%
TargetPepperidge Farm pumpkin cheesecake soft baked cookies$4.598.6$0.53Pepperidge Farm Montauk soft-baked milk chocolate cookies$4.598.6$0.530.0%
StarbucksPumpkin and pepita loaf$4.451$4.45Banana, walnut and pecan loaf$4.451$4.450.0%
Dunkin’Pumpkin donut$2.191$2.19Glazed donut$2.191$2.190.0%
Whole FoodsAbe’s pumpkin spice pound cake$9.9914$0.71Abe’s banana bread pound cake$9.9914$0.710.0%
Whole FoodsPurely Elizabeth pumpkin cinnamon ancient grain granola$7.7912$0.65Purely Elizabeth vanilla chocolate chip ancient grain granola$7.7912$0.650.0%
Dunkin’Pumpkin Munchkins donut hole treats$2.193$0.73Munchkins donut hole treats$2.193$0.730.0%
Dunkin’Pumpkin muffin$2.791$2.79Blueberry muffin$2.791$2.790.0%
Dunkin’Nutty pumpkin coffee$3.4914$0.25Original blend coffee$3.4914$0.250.0%
Dunkin’Nutty pumpkin iced coffee$4.3924$0.18Original blend iced coffee$4.3924$0.180.0%
Dunkin’Nutty pumpkin protein latte$7.1914$0.51Protein latte$7.1914$0.510.0%
Whole FoodsPortland Pet Food Company pumpkin brew biscuits dog treats$5.855$1.17Portland Pet Food Company bacon brew biscuits dog treats$5.855$1.170.0%
TargetStarbucks by Nespresso Vertuo pumpkin spice coffee pods$13.998$1.75Starbucks by Nespresso Vertuo Pike Place coffee pods$13.998$1.750.0%
TargetStarbucks iced pumpkin spice latte$5.3940$0.13Starbucks vanilla latte iced espresso$5.3940$0.130.0%
TargetFavorite Day frozen pumpkin spice ice cream bites$4.998.52$0.59Favorite Day vanilla ice cream bites$4.998.52$0.590.0%
TargetCoffee mate pumpkin spice nondairy cold foam creamer$4.5914$0.33Coffee mate brown butter chocolate chip cold foam creamer$4.5914$0.330.0%
TargetStarbucks pumpkin spice Keurig K-Cup coffee pods$18.6922$0.85Starbucks Pike Place Keurig K-Cup coffee pods$18.6922$0.850.0%
TargetGood & Gather pumpkin spice light roast single-serve coffee pods$11.9916$0.75Good & Gather vanilla bean brulée light roast single-serve coffee pods$11.9916$0.750.0%
TargetKellogg’s Special K pumpkin spice cereal$5.7916.7$0.35Kellogg’s Special K red berries cereal$3.9911.4$0.35-0.9%
Trader Joe’sHoney-roasted pumpkin ravioli$3.999$0.44Cacio e Pepe ravioli$3.998.8$0.45-2.2%
TargetLindor pumpkin spice candy truffles$5.995.1$1.17Lindor milk chocolate candy truffles$6.195.1$1.21-3.2%
TargetTazo pumpkin spice latte tea concentrate$5.7932$0.18Tazo classic chai latte black tea concentrate$5.9932$0.19-3.3%
Dunkin’Nutty pumpkin iced protein latte$7.1924$0.30Iced protein latte$7.5924$0.32-5.3%
TargetRYZE pumpkin spice mushroom coffee latte+$10.992.8$3.93RYZE mushroom coffee+$17.994.2$4.28-8.4%
Whole FoodsRepublic of Tea pumpkin spice black tea$9.9350$0.20Republic of Tea Earl Greyer black tea$11.2950$0.23-12.0%
TargetPepperidge Farm Milano pumpkin spice cookies$4.597$0.66Pepperidge Farm Milano milk chocolate cookies$4.596$0.77-14.3%
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%
TargetCoffee mate pumpkin spice creamer$3.9932$0.12Coffee mate French vanilla creamer$4.9932$0.16-20.0%
Whole FoodsNuttZo pumpkin spice power fuel 7-nut-and-seed butter$13.5916$0.85NuttZo almond coconut 7-nut-and-seed butter$12.9912$1.08-21.5%
TargetHarney & Sons pumpkin spice herbal tea sachets$5.8620$0.29Harney & Sons raspberry herbal tea sachets$8.4120$0.42-30.3%
Source: LendingTree analysis of prices and package sizes for 200 grocery store and coffee retailer products.

Interest in pumpkin spice is climbing even as prices rise

Higher prices don’t seem to be dampening interest. Google search interest in pumpkin spice is at its second-highest level in the past five years (Sept. 1, 2021, through Sept. 1, 2026), according to Google Trends data. The highest level was recorded during the week of Sept. 1, 2023. (That week, Dunkin’ Rewards members began receiving offers for a $3 pumpkin spice signature latte.)

Google search interest in pumpkin spice is at its second-highest level in the past five years.

As for why interest in pumpkin spice may be rising this year, Schulz points to the same forces that drive much seasonal spending.

“Seasonal products are built around urgency,” he says. “They’re only here for a short time, everyone seems to be talking about them and social media can make it feel as though you’re missing out if you don’t join in. There are few better examples of that than pumpkin spice. However, by making a shopping list and a budget that takes this seasonal spending into account, you can make it more likely that your passion for pumpkin won’t do real damage to your finances.”

By state, West Virginia remains No. 1 for relative pumpkin spice search interest — it also ranked first in last year’s analysis — followed by Maine and Pennsylvania. Mississippi, Louisiana and the District of Columbia have the lowest relative search interest.

West Virginia remains No. 1 for relative pumpkin spice search interest.

Drilling down by metro, Cheyenne, Wyo., takes the top spot among the 209 metros analyzed, followed by Clarksburg, W.Va., and Presque Isle, Maine. All three metros with the lowest relative search interest are in Mississippi: Greenwood, Jackson and Meridian. 

Full rankings: States with the highest/lowest interest in pumpkin spice

RankStateSearch interest
1West Virginia100
2Maine93
3Pennsylvania91
4Wyoming88
5Arizona87
5Indiana87
7Idaho86
8Colorado85
9Utah84
10New Hampshire83
11Alaska81
11Missouri81
11Washington81
14Kansas80
14Oregon80
16Wisconsin79
17Ohio78
18North Carolina77
19New Mexico76
19Tennessee76
21Kentucky74
21Michigan74
21Montana74
24Vermont73
25Iowa71
25Illinois71
25Nebraska71
25Nevada71
25Oklahoma71
30South Carolina70
30South Dakota70
32California68
32Connecticut68
32Texas68
35Delaware67
35Virginia67
37North Dakota66
38Massachusetts65
38Maryland65
40Florida64
40Minnesota64
40Rhode Island64
43Arkansas63
43New Jersey63
45Georgia62
46Alabama58
47New York57
48Hawaii54
49District of Columbia49
49Louisiana49
51Mississippi40
Source: LendingTree analysis of Google Trends data. Note: Rankings reflect relative Google search interest in “pumpkin spice” during the period analyzed, not total search volume. Figures are indexed to 100 based on the state with the highest Google search interest for the term during the Sept. 1, 2021, to Sept. 1, 2026, period analyzed.

Full rankings: Metros with the highest/lowest interest in pumpkin spice

RankMetroSearch interest
1Cheyenne, WY100
2Clarksburg, WV93
3Presque Isle, ME92
4Wheeling, WV91
4Zanesville, OH91
6Parkersburg, WV90
7Bangor, ME88
8Pittsburgh, PA86
8Harrisonburg, VA86
10Casper, WY85
11Elmira, NY83
11Harrisburg, PA83
11Roanoke, VA83
14Youngstown, OH82
14Helena, MT82
14Grand Junction, CO82
17Cleveland, OH81
17Erie, PA81
17Terre Haute, IN81
17Colorado Springs, CO81
21Knoxville, TN80
21Butte, MT80
21Salt Lake City, UT80
21Chico, CA80
25Binghamton, NY79
25Columbus, OH79
25Watertown, NY79
25Anchorage, AK79
25Fairbanks, AK79
25Great Falls, MT79
25Eureka, CA79
32Tri-Cities region, TN78
32Bluefield, WV78
32Columbia, MO78
32Bowling Green, KY78
32Idaho Falls, ID78
32Portland, OR78
32Spokane, WA78
39Norfolk, VA77
39Joplin, MO77
39Phoenix, AZ77
39Fresno, CA77
43Johnstown, PA76
43Wilkes-Barre, PA76
43Topeka, KS76
43Billings, MT76
43Albuquerque, NM76
43Seattle, WA76
49Fort Wayne, IN75
49Lafayette, IN75
49St. Joseph, MO75
49Green Bay, WI75
49Missoula, MT75
49Bend, OR75
55Indianapolis, IN74
55Orlando, FL74
55Lima, OH74
55Greenville, SC74
55Kansas City, MO74
55Nashville, TN74
55Peoria, IL74
55Boise, ID74
63Buffalo, NY73
63Dayton, OH73
63Marquette, MI73
63Richmond, VA73
63Grand Rapids, MI73
63Gainesville, FL73
63Quincy, IL73
70Cincinnati, OH72
70Charleston, WV72
70Milwaukee, WI72
70Oklahoma City, OK72
70Wausau, WI72
70Denver, CO72
70Eugene, OR72
77Tampa, FL71
77Traverse City, MI71
77Alpena, MI71
77La Crosse, WI71
77North Platte, NE71
77Twin Falls, ID71
77Yakima, WA71
77Sacramento, CA71
85Portland, ME70
85Greensboro, NC70
85Utica, NY70
85Louisville, KY70
85St. Louis, MO70
85Springfield, MO70
85Ottumwa, IA70
85Evansville, IN70
85San Angelo, TX70
85Davenport, IA70
85Tucson, AZ70
85San Diego, CA70
97Charlotte, NC69
97Albany, NY69
97South Bend, IN69
97Mankato, MN69
101Detroit, MI68
101Hartford, CT68
101Wilmington, NC68
101Raleigh, NC68
101Salisbury, MD68
101Rockford, IL68
101Minneapolis, MN68
101Lincoln, NE68
101Sioux Falls, SD68
101Rapid City, SD68
101Reno, NV68
101Medford, OR68
113Philadelphia, PA67
113Providence, RI67
113Burlington, VT67
113Austin, TX67
113Lubbock, TX67
113Des Moines, IA67
113Juneau, AK67
120Lexington, KY66
120Greenville, NC66
120Toledo, OH66
120Chicago, IL66
120Omaha, NE66
120Wichita, KS66
120Bakersfield, CA66
127Wichita Falls, TX 65
127Cedar Rapids, IA65
127Madison, WI65
127Yuma, AZ65
131Washington, DC64
131Syracuse, NY64
131Jacksonville, FL64
131Champaign, IL64
131Abilene, TX64
131Fort Smith, AR64
131Minot, ND64
131Fargo, ND64
131Los Angeles, CA64
140Lansing, MI63
140Chattanooga, TN63
140Dallas, TX63
140Paducah, KY63
140El Paso, TX63
140Monterey, CA63
140Las Vegas, NV63
147Baltimore, MD62
147Flint, MI62
147Springfield, MA62
147Waco, TX62
147San Antonio, TX62
147Tulsa, OK62
147Duluth, MN62
154Boston, MA61
154Rochester, NY61
154Rochester, MN61
154Houston, TX61
154Panama City, FL61
154Tyler, TX61
154Santa Barbara, CA61
161Charleston, SC59
161Sioux City, IA59
161Sherman, TX59
161Palm Springs, CA59
165Atlanta, GA58
165Victoria, TX58
167Amarillo, TX57
167Jonesboro, AR57
169Augusta, GA56
169Columbus, GA56
169Tallahassee, FL56
169West Palm Beach, FL56
169Corpus Christi, TX56
169Mobile, AL56
169Biloxi, MS56
169San Francisco, CA56
177Columbia, SC55
177Charlottesville, VA55
179Fort Myers, FL54
180Odessa, TX53
180Huntsville, AL53
182Savannah, GA52
182Dothan, AL52
182Beaumont, TX52
185New York, NY51
185Birmingham, AL51
187Florence, SC50
187Honolulu, HI50
189Jackson, TN49
189Lake Charles, LA49
191Little Rock, AR48
192Shreveport, LA47
192Alexandria, LA47
192Laredo, TX47
195Macon, GA45
196Baton Rouge, LA43
197Miami, FL42
197New Orleans, LA42
197Hattiesburg, MS42
200Montgomery, AL41
201Albany, GA40
201Harlingen, TX40
203Monroe, LA39
203Lafayette, LA39
205Memphis, TN38
205Columbus, MS38
207Meridian, MS32
207Jackson, MS32
209Greenwood, MS25
Source: LendingTree analysis of Google Trends data. Note: Rankings reflect relative Google search interest in “pumpkin spice” during the period analyzed, not total search volume. Figures are indexed to 100 based on the metro with the highest Google search interest for the term during the Sept. 1, 2021, to Sept. 1, 2026, period analyzed.

Consumers enjoy pumpkin spice, but many think it’s oversold

Excitement for pumpkin spice season runs high. Among the 2,000 consumers surveyed, 68% are at least a little excited about the return of pumpkin spice products this fall. 

68% are at least a little excited about the return of pumpkin spice products this fall. 

Younger adults are especially excited, with 85% of Gen Zers ages 18 to 29 and 79% of millennials ages 30 to 45 saying they’re at least a little excited about the return of pumpkin spice products, compared with 62% of Gen Xers ages 46 to 61 and 47% of baby boomers ages 62 to 80.

Meanwhile, 63% of Americans say they enjoy the flavor. Despite that, 57% believe pumpkin spice products are overmarketed. Overall, though, 65% say pumpkin spice is a seasonal must-have at least sometimes. 

So how can shoppers tell the difference between a planned indulgence and spending that’s being driven by advertising or fear of missing out? Schulz says the distinction might not matter, as long as spending is intentional. 

“One of the simplest ways to do that is to have a ‘fun money’ or ‘entertainment’ line item in your budget,” he says. “Still, if you’re concerned about being too susceptible to advertising and feelings of FOMO, consider leveraging tools to help you combat those feelings. One of the most effective is the 24-hour rule. With it, you wait 24 hours before making any major purchase. If, after that time, you’re still compelled to buy the item, go for it. If you’re not, then skip it.”

Many shoppers say they won’t pay just any price for the season

When it comes to opening their wallets, consumers are more cautious than the hype might suggest. Nearly half (48%) say they generally wouldn’t pay extra for a pumpkin or pumpkin spice version of a product they already buy, while 36% would pay a premium. 

48% say they generally wouldn’t pay extra for a pumpkin or pumpkin spice version of a product they already buy.

Just 21% expect to spend more on pumpkin spice this fall than they did last fall, while 32% expect to spend the same and 15% plan to spend less. Meanwhile, 27% didn’t buy any pumpkin spice products last year and don’t expect to this year, while 5% say they didn’t buy any last year but plan to buy pumpkin spice products this year.

Among those planning to buy pumpkin spice products this year, 41% agree that their love of pumpkin spice puts a strain on their budget, while 45% disagree and 14% say they don’t love pumpkin spice. 

Schulz says there’s no magic formula for how much a seasonal upgrade is worth. 

“The best move is to set your limit before you shop, either as a dollar amount for the season or a maximum amount you’re willing to pay over the regular product,” he says. “Whatever limit you choose, the extra should come from discretionary money. If it requires carrying debt or shortchanging savings, it’s too expensive.” 

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 seasonal treats. To help account for the pumpkin spice premium in your budget, Schulz recommends:

  • Focus on unit prices. “The overall price doesn’t always tell the whole story of how expensive something is,” Schulz says. “Make sure you pay attention to the per-unit price before you put the item in your cart.”
  • Set a firm budget and track it. “A well-made budget should be driven by the spending that matters to us most,” he says. “Being thoughtful about how much you’re willing to spend and then making sure you’re sticking within those boundaries can help ensure that you don’t impulse-buy yourself into trouble.”
  • Leverage credit card rewards. “The right credit card, used wisely, can extend your budget,” he says. “An extra 1% or 2% cash back doesn’t sound like much, but it adds up over time, and that can create a little extra room for indulgences.”

Methodology

LendingTree researchers gathered prices and sizes for 200 grocery store and coffee retailer products to estimate the average pumpkin spice premium. The sample included 100 pumpkin and 100 nonpumpkin products.

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

Our analysis involved a mix of online and in-store browsing from Sept. 1 to 8, 2026. We gathered data from the following grocery store and coffee retailers:

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

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

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

Researchers also analyzed Google Trends data to determine when and where search interest in pumpkin spice is highest, covering all 50 states and the District of Columbia as well as the 209 largest metros.

Additionally, LendingTree commissioned QuestionPro to conduct an online survey of 2,000 U.S. consumers ages 18 to 80 from Sept. 2 to 6, 2026. 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 2026:

  • Generation Z: 18 to 29
  • Millennial: 30 to 45
  • Generation X: 46 to 61
  • Baby boomer: 62 to 80
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