68% of Americans Are Excited for Pumpkin Spice Season, but Consumers Pay Up to 75% More for Products
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.
- 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
| Year | Premium |
|---|---|
| 2026 | 8.9% |
| 2025 | 8.4% |
| 2024 | 7.4% |
| 2022 | 14.1% |
| 2020 | 8.8% |
| 2017 | 8.0% |
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.

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.

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
| Retailer | Specialty product | Price | Size in ounces | Price per ounce | Comparable regular product | Price | Size in ounces | Price per ounce | Difference |
|---|---|---|---|---|---|---|---|---|---|
| Trader Joe’s | Pumpkin O’s cereal | $3.49 | 12 | $0.29 | Joe’s Os cereal | $1.99 | 12 | $0.17 | 75.4% |
| Target | Jade Leaf organic pumpkin spice matcha latte mix | $11.99 | 3.2 | $3.75 | Jade Leaf organic matcha latte mix | $13.49 | 5.3 | $2.55 | 47.2% |
| Target | Favorite Day pumpkin spice whipped dairy topping | $3.89 | 13 | $0.30 | Favorite Day original whipped dairy topping | $2.69 | 13 | $0.21 | 44.6% |
| 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 | Kellogg’s pumpkin spice Frosted Flakes | $5.29 | 17.1 | $0.31 | Kellogg’s Frosted Flakes | $4.79 | 21.7 | $0.22 | 40.1% |
| Target | Favorite Day pumpkin spice trail mix | $4.99 | 10 | $0.50 | Favorite Day monster trail mix | $4.99 | 14 | $0.36 | 40.0% |
| Starbucks | Iced pumpkin cream shaken espresso | $7.25 | 16 | $0.45 | Iced shaken espresso | $5.25 | 16 | $0.33 | 38.1% |
| Trader Joe’s | Pumpkin cheesecake croissants | $4.99 | 7.4 | $0.67 | Chocolate croissants | $5.99 | 12 | $0.50 | 35.1% |
| Starbucks | Iced pumpkin spice latte | $7.25 | 16 | $0.45 | Iced caffe latte | $5.65 | 16 | $0.35 | 28.3% |
| Target | Starbucks dairy pumpkin spice coffee creamer | $6.39 | 28 | $0.23 | Starbucks caramel macchiato coffee creamer | $4.99 | 28 | $0.18 | 28.1% |
| 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% |
| Starbucks | Pumpkin spice chai | $6.75 | 16 | $0.42 | Chai latte | $5.45 | 16 | $0.34 | 23.9% |
| Target | Good & Gather pumpkin spice hot cocoa mix | $7.99 | 7.9 | $1.01 | Good & Gather double chocolate hot cocoa mix | $6.49 | 7.9 | $0.82 | 23.1% |
| Starbucks | Pumpkin spice latte | $6.95 | 16 | $0.43 | Caffe latte | $5.65 | 16 | $0.35 | 23.0% |
| Target | Good & Gather pumpkin spice ground coffee | $10.99 | 12 | $0.92 | Good & Gather cinnamon vanilla light roast ground coffee | $8.99 | 12 | $0.75 | 22.2% |
| Trader Joe’s | Pumpkin blondie brownies | $4.99 | 9 | $0.55 | Brookie | $4.99 | 11 | $0.45 | 22.2% |
| Starbucks | Pumpkin cream cold brew | $5.75 | 16 | $0.36 | Cold brew | $4.75 | 16 | $0.30 | 21.1% |
| Starbucks | Iced pumpkin cream chai | $6.95 | 16 | $0.43 | Iced chai latte | $5.75 | 16 | $0.36 | 20.9% |
| Trader Joe’s | Pumpkin bagels | $2.99 | 18 | $0.17 | Plain bagels | $2.49 | 18 | $0.14 | 20.1% |
| Target | Good & Gather pumpkin spice coffee syrup | $6.59 | 12.7 | $0.52 | Good & Gather vanilla bean brulée coffee syrup | $5.49 | 12.7 | $0.43 | 20.0% |
| Target | Starbucks pumpkin spice cold brew concentrate | $11.99 | 32 | $0.37 | Starbucks cold brew concentrate | $9.99 | 32 | $0.31 | 20.0% |
| Target | Kellogg’s Frosted Mini Wheats pumpkin pie spice cereal | $5.79 | 20 | $0.29 | Kellogg’s Frosted Mini Wheats original cereal | $5.79 | 24 | $0.24 | 20.0% |
| Whole Foods | Pumpkin spice English muffins | $6.49 | 10 | $0.65 | Artisan English muffins | $6.49 | 12 | $0.54 | 20.0% |
| Starbucks | Pumpkin spice frappuccino | $6.75 | 16 | $0.42 | Coffee frappuccino | $5.75 | 16 | $0.36 | 17.4% |
| Starbucks | Iced pumpkin cream matcha | $6.95 | 16 | $0.43 | Iced matcha latte | $5.95 | 16 | $0.37 | 16.8% |
| Trader Joe’s | Pumpkin body scrub | $6.99 | 8 | $0.87 | Brazil nut body scrub | $5.99 | 8 | $0.75 | 16.7% |
| Target | Tate’s Bake Shop pumpkin spice cookies | $5.59 | 6.5 | $0.86 | Tate’s Bake Shop chocolate chip cookies | $5.19 | 7 | $0.74 | 16.0% |
| Target | MadeGood pumpkin spice organic granola bites | $8.79 | 8.5 | $1.03 | MadeGood chocolate chip organic granola bites | $7.69 | 8.5 | $0.90 | 14.3% |
| Target | Good & Gather pumpkin spice instant oatmeal | $3.29 | 12.1 | $0.27 | Good & Gather apple cinnamon instant oatmeal | $2.69 | 11.28 | $0.24 | 14.0% |
| Trader Joe’s | Pumpkin cheesecake | $8.99 | 30 | $0.30 | New York deli-style cheesecake | $7.99 | 30 | $0.27 | 12.5% |
| Target | Favorite Day pumpkin spice cake pops kit | $7.99 | 11.9 | $0.67 | Favorite Day monsters treat cake pops kit | $8.59 | 14.35 | $0.60 | 12.2% |
| Trader Joe’s | Pumpkin cream cheese spread | $2.79 | 8 | $0.35 | Whipped cream cheese | $2.49 | 8 | $0.31 | 12.0% |
| Target | Tazo pumpkin spice chai black tea bags | $4.69 | 1.76 | $2.66 | Tazo chai vanilla caramel black tea bags | $4.29 | 1.8 | $2.38 | 11.8% |
| Whole Foods | Sweet Loren’s pumpkin spice cookie dough | $6.66 | 9.6 | $0.69 | Sweet Loren’s chocolate chunk cookie dough | $7.49 | 12 | $0.62 | 11.1% |
| 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% |
| Dunkin’ | Pumpkin spiced iced signature latte | $6.19 | 24 | $0.26 | Iced latte | $5.59 | 24 | $0.23 | 10.7% |
| Target | Good & Gather pumpkin spice granola | $4.39 | 12 | $0.37 | Good & Gather cinnamon granola | $3.99 | 12 | $0.33 | 10.0% |
| Dunkin’ | Pumpkin cloud Dunkalatte | $6.59 | 14 | $0.47 | Dunkalatte | $5.99 | 14 | $0.43 | 10.0% |
| Trader Joe’s | The Gourd Tree pumpkin cider | $10.99 | 12 | $0.92 | Henry Hotspur’s Hard Pressed for Cider | $9.99 | 12 | $0.83 | 10.0% |
| 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 | Dunkin’ pumpkin spice ground coffee | $11.79 | 11 | $1.07 | Dunkin’ original blend ground coffee | $11.79 | 12 | $0.98 | 9.1% |
| Target | Good & Gather pumpkin chai granola | $3.99 | 11 | $0.36 | Good & Gather cinnamon granola | $3.99 | 12 | $0.33 | 9.1% |
| Target | Starbucks pumpkin spice light roast ground coffee | $13.89 | 11 | $1.26 | Starbucks Veranda light roast ground coffee | $13.89 | 12 | $1.16 | 9.1% |
| Target | Swiss Miss pumpkin spice hot cocoa mix | $3.79 | 11.04 | $0.34 | Swiss Miss milk chocolate hot cocoa mix | $3.49 | 11.04 | $0.32 | 8.6% |
| Target | Air Wick pumpkin spice plug-in refills | $10.79 | 4 | $2.70 | Air Wick apple cinnamon medley plug-in refills | $9.99 | 4 | $2.50 | 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% |
| Starbucks | Pumpkin cream cheese muffin | $4.25 | 1 | $4.25 | Blueberry streusel muffin | $3.95 | 1 | $3.95 | 7.6% |
| Target | Martha White pumpkin spice muffin mix | $1.69 | 7 | $0.24 | Martha White blueberry muffin mix | $1.59 | 7 | $0.23 | 6.3% |
| Dunkin’ | Pumpkin spice signature latte | $5.49 | 14 | $0.39 | Latte | $5.19 | 14 | $0.37 | 5.8% |
| Whole Foods | Simple Mills pumpkin pancake and waffle mix | $7.53 | 10.7 | $0.70 | Simple Mills almond flour pancake and waffle mix | $7.13 | 10.7 | $0.67 | 5.6% |
| Trader Joe’s | Pumpkin loaf | $5.49 | 15.25 | $0.36 | Vegan banana bread with walnuts | $5.49 | 16 | $0.34 | 4.9% |
| 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% |
| Whole Foods | Malk organic pumpkin spice almond milk | $7.21 | 28 | $0.26 | Malk organic vanilla almond milk | $6.99 | 28 | $0.25 | 3.1% |
| Dunkin’ | Pumpkin patch cloud latte | $6.39 | 14 | $0.46 | Make your own cloud latte | $6.34 | 14 | $0.45 | 0.8% |
| Trader Joe’s | Pumpkin bread and muffin mix | $3.49 | 17.5 | $0.20 | Banana bread mix | $2.99 | 15 | $0.20 | 0.0% |
| Foodtown | Simple Kneads Pumpkinickel organic gluten-free bread | $8.49 | 21 | $0.40 | Simple Kneads sourdough organic gluten-free bread | $8.49 | 21 | $0.40 | 0.0% |
| Trader Joe’s | Howling Gourds pumpkin ale | $8.99 | 12 | $0.75 | Josephsbrau Oktoberfest | $8.99 | 12 | $0.75 | 0.0% |
| Target | Goldfish Dunkin’ pumpkin spice grahams | $2.79 | 6.6 | $0.42 | Goldfish cheddar crackers | $2.79 | 6.6 | $0.42 | 0.0% |
| Trader Joe’s | Pumpkin ice cream | $4.99 | 32 | $0.16 | French vanilla ice cream | $4.99 | 32 | $0.16 | 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 | 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% |
| 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 | 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 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% |
| Target | Pillsbury Grands! pumpkin spice rolls | $4.99 | 17.5 | $0.29 | Pillsbury Grands! cinnamon rolls with icing | $4.99 | 17.5 | $0.29 | 0.0% |
| Target | International Delight pumpkin pie spice coffee creamer | $3.99 | 32 | $0.12 | International Delight French vanilla coffee creamer | $3.99 | 32 | $0.12 | 0.0% |
| Target | Coffee mate zero sugar pumpkin spice coffee creamer | $3.99 | 32 | $0.12 | Coffee mate zero sugar French vanilla coffee creamer | $3.99 | 32 | $0.12 | 0.0% |
| Target | Pepperidge Farm pumpkin cheesecake soft baked cookies | $4.59 | 8.6 | $0.53 | Pepperidge Farm Montauk soft-baked milk chocolate cookies | $4.59 | 8.6 | $0.53 | 0.0% |
| Starbucks | Pumpkin and pepita loaf | $4.45 | 1 | $4.45 | Banana, walnut and pecan loaf | $4.45 | 1 | $4.45 | 0.0% |
| Dunkin’ | Pumpkin donut | $2.19 | 1 | $2.19 | Glazed donut | $2.19 | 1 | $2.19 | 0.0% |
| Whole Foods | Abe’s pumpkin spice pound cake | $9.99 | 14 | $0.71 | Abe’s banana bread pound cake | $9.99 | 14 | $0.71 | 0.0% |
| Whole Foods | Purely Elizabeth pumpkin cinnamon ancient grain granola | $7.79 | 12 | $0.65 | Purely Elizabeth vanilla chocolate chip ancient grain granola | $7.79 | 12 | $0.65 | 0.0% |
| Dunkin’ | Pumpkin Munchkins donut hole treats | $2.19 | 3 | $0.73 | Munchkins donut hole treats | $2.19 | 3 | $0.73 | 0.0% |
| Dunkin’ | Pumpkin muffin | $2.79 | 1 | $2.79 | Blueberry muffin | $2.79 | 1 | $2.79 | 0.0% |
| Dunkin’ | Nutty pumpkin coffee | $3.49 | 14 | $0.25 | Original blend coffee | $3.49 | 14 | $0.25 | 0.0% |
| Dunkin’ | Nutty pumpkin iced coffee | $4.39 | 24 | $0.18 | Original blend iced coffee | $4.39 | 24 | $0.18 | 0.0% |
| Dunkin’ | Nutty pumpkin protein latte | $7.19 | 14 | $0.51 | Protein latte | $7.19 | 14 | $0.51 | 0.0% |
| Whole Foods | Portland Pet Food Company pumpkin brew biscuits dog treats | $5.85 | 5 | $1.17 | Portland Pet Food Company bacon brew biscuits dog treats | $5.85 | 5 | $1.17 | 0.0% |
| Target | Starbucks by Nespresso Vertuo pumpkin spice coffee pods | $13.99 | 8 | $1.75 | Starbucks by Nespresso Vertuo Pike Place coffee pods | $13.99 | 8 | $1.75 | 0.0% |
| Target | Starbucks iced pumpkin spice latte | $5.39 | 40 | $0.13 | Starbucks vanilla latte iced espresso | $5.39 | 40 | $0.13 | 0.0% |
| Target | Favorite Day frozen pumpkin spice ice cream bites | $4.99 | 8.52 | $0.59 | Favorite Day vanilla ice cream bites | $4.99 | 8.52 | $0.59 | 0.0% |
| Target | Coffee mate pumpkin spice nondairy cold foam creamer | $4.59 | 14 | $0.33 | Coffee mate brown butter chocolate chip cold foam creamer | $4.59 | 14 | $0.33 | 0.0% |
| Target | Starbucks pumpkin spice Keurig K-Cup coffee pods | $18.69 | 22 | $0.85 | Starbucks Pike Place Keurig K-Cup coffee pods | $18.69 | 22 | $0.85 | 0.0% |
| Target | Good & Gather pumpkin spice light roast single-serve coffee pods | $11.99 | 16 | $0.75 | Good & Gather vanilla bean brulée light roast single-serve coffee pods | $11.99 | 16 | $0.75 | 0.0% |
| Target | Kellogg’s Special K pumpkin spice cereal | $5.79 | 16.7 | $0.35 | Kellogg’s Special K red berries cereal | $3.99 | 11.4 | $0.35 | -0.9% |
| 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 | Lindor pumpkin spice candy truffles | $5.99 | 5.1 | $1.17 | Lindor milk chocolate candy truffles | $6.19 | 5.1 | $1.21 | -3.2% |
| Target | Tazo pumpkin spice latte tea concentrate | $5.79 | 32 | $0.18 | Tazo classic chai latte black tea concentrate | $5.99 | 32 | $0.19 | -3.3% |
| Dunkin’ | Nutty pumpkin iced protein latte | $7.19 | 24 | $0.30 | Iced protein latte | $7.59 | 24 | $0.32 | -5.3% |
| Target | RYZE pumpkin spice mushroom coffee latte+ | $10.99 | 2.8 | $3.93 | RYZE mushroom coffee+ | $17.99 | 4.2 | $4.28 | -8.4% |
| Whole Foods | Republic of Tea pumpkin spice black tea | $9.93 | 50 | $0.20 | Republic of Tea Earl Greyer black tea | $11.29 | 50 | $0.23 | -12.0% |
| Target | Pepperidge Farm Milano pumpkin spice cookies | $4.59 | 7 | $0.66 | Pepperidge Farm Milano milk chocolate cookies | $4.59 | 6 | $0.77 | -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% |
| Target | Coffee mate pumpkin spice creamer | $3.99 | 32 | $0.12 | Coffee mate French vanilla creamer | $4.99 | 32 | $0.16 | -20.0% |
| Whole Foods | NuttZo pumpkin spice power fuel 7-nut-and-seed butter | $13.59 | 16 | $0.85 | NuttZo almond coconut 7-nut-and-seed butter | $12.99 | 12 | $1.08 | -21.5% |
| Target | Harney & Sons pumpkin spice herbal tea sachets | $5.86 | 20 | $0.29 | Harney & Sons raspberry herbal tea sachets | $8.41 | 20 | $0.42 | -30.3% |
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.)

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.

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
| Rank | State | Search interest |
|---|---|---|
| 1 | West Virginia | 100 |
| 2 | Maine | 93 |
| 3 | Pennsylvania | 91 |
| 4 | Wyoming | 88 |
| 5 | Arizona | 87 |
| 5 | Indiana | 87 |
| 7 | Idaho | 86 |
| 8 | Colorado | 85 |
| 9 | Utah | 84 |
| 10 | New Hampshire | 83 |
| 11 | Alaska | 81 |
| 11 | Missouri | 81 |
| 11 | Washington | 81 |
| 14 | Kansas | 80 |
| 14 | Oregon | 80 |
| 16 | Wisconsin | 79 |
| 17 | Ohio | 78 |
| 18 | North Carolina | 77 |
| 19 | New Mexico | 76 |
| 19 | Tennessee | 76 |
| 21 | Kentucky | 74 |
| 21 | Michigan | 74 |
| 21 | Montana | 74 |
| 24 | Vermont | 73 |
| 25 | Iowa | 71 |
| 25 | Illinois | 71 |
| 25 | Nebraska | 71 |
| 25 | Nevada | 71 |
| 25 | Oklahoma | 71 |
| 30 | South Carolina | 70 |
| 30 | South Dakota | 70 |
| 32 | California | 68 |
| 32 | Connecticut | 68 |
| 32 | Texas | 68 |
| 35 | Delaware | 67 |
| 35 | Virginia | 67 |
| 37 | North Dakota | 66 |
| 38 | Massachusetts | 65 |
| 38 | Maryland | 65 |
| 40 | Florida | 64 |
| 40 | Minnesota | 64 |
| 40 | Rhode Island | 64 |
| 43 | Arkansas | 63 |
| 43 | New Jersey | 63 |
| 45 | Georgia | 62 |
| 46 | Alabama | 58 |
| 47 | New York | 57 |
| 48 | Hawaii | 54 |
| 49 | District of Columbia | 49 |
| 49 | Louisiana | 49 |
| 51 | Mississippi | 40 |
Full rankings: Metros with the highest/lowest interest in pumpkin spice
| Rank | Metro | Search interest |
|---|---|---|
| 1 | Cheyenne, WY | 100 |
| 2 | Clarksburg, WV | 93 |
| 3 | Presque Isle, ME | 92 |
| 4 | Wheeling, WV | 91 |
| 4 | Zanesville, OH | 91 |
| 6 | Parkersburg, WV | 90 |
| 7 | Bangor, ME | 88 |
| 8 | Pittsburgh, PA | 86 |
| 8 | Harrisonburg, VA | 86 |
| 10 | Casper, WY | 85 |
| 11 | Elmira, NY | 83 |
| 11 | Harrisburg, PA | 83 |
| 11 | Roanoke, VA | 83 |
| 14 | Youngstown, OH | 82 |
| 14 | Helena, MT | 82 |
| 14 | Grand Junction, CO | 82 |
| 17 | Cleveland, OH | 81 |
| 17 | Erie, PA | 81 |
| 17 | Terre Haute, IN | 81 |
| 17 | Colorado Springs, CO | 81 |
| 21 | Knoxville, TN | 80 |
| 21 | Butte, MT | 80 |
| 21 | Salt Lake City, UT | 80 |
| 21 | Chico, CA | 80 |
| 25 | Binghamton, NY | 79 |
| 25 | Columbus, OH | 79 |
| 25 | Watertown, NY | 79 |
| 25 | Anchorage, AK | 79 |
| 25 | Fairbanks, AK | 79 |
| 25 | Great Falls, MT | 79 |
| 25 | Eureka, CA | 79 |
| 32 | Tri-Cities region, TN | 78 |
| 32 | Bluefield, WV | 78 |
| 32 | Columbia, MO | 78 |
| 32 | Bowling Green, KY | 78 |
| 32 | Idaho Falls, ID | 78 |
| 32 | Portland, OR | 78 |
| 32 | Spokane, WA | 78 |
| 39 | Norfolk, VA | 77 |
| 39 | Joplin, MO | 77 |
| 39 | Phoenix, AZ | 77 |
| 39 | Fresno, CA | 77 |
| 43 | Johnstown, PA | 76 |
| 43 | Wilkes-Barre, PA | 76 |
| 43 | Topeka, KS | 76 |
| 43 | Billings, MT | 76 |
| 43 | Albuquerque, NM | 76 |
| 43 | Seattle, WA | 76 |
| 49 | Fort Wayne, IN | 75 |
| 49 | Lafayette, IN | 75 |
| 49 | St. Joseph, MO | 75 |
| 49 | Green Bay, WI | 75 |
| 49 | Missoula, MT | 75 |
| 49 | Bend, OR | 75 |
| 55 | Indianapolis, IN | 74 |
| 55 | Orlando, FL | 74 |
| 55 | Lima, OH | 74 |
| 55 | Greenville, SC | 74 |
| 55 | Kansas City, MO | 74 |
| 55 | Nashville, TN | 74 |
| 55 | Peoria, IL | 74 |
| 55 | Boise, ID | 74 |
| 63 | Buffalo, NY | 73 |
| 63 | Dayton, OH | 73 |
| 63 | Marquette, MI | 73 |
| 63 | Richmond, VA | 73 |
| 63 | Grand Rapids, MI | 73 |
| 63 | Gainesville, FL | 73 |
| 63 | Quincy, IL | 73 |
| 70 | Cincinnati, OH | 72 |
| 70 | Charleston, WV | 72 |
| 70 | Milwaukee, WI | 72 |
| 70 | Oklahoma City, OK | 72 |
| 70 | Wausau, WI | 72 |
| 70 | Denver, CO | 72 |
| 70 | Eugene, OR | 72 |
| 77 | Tampa, FL | 71 |
| 77 | Traverse City, MI | 71 |
| 77 | Alpena, MI | 71 |
| 77 | La Crosse, WI | 71 |
| 77 | North Platte, NE | 71 |
| 77 | Twin Falls, ID | 71 |
| 77 | Yakima, WA | 71 |
| 77 | Sacramento, CA | 71 |
| 85 | Portland, ME | 70 |
| 85 | Greensboro, NC | 70 |
| 85 | Utica, NY | 70 |
| 85 | Louisville, KY | 70 |
| 85 | St. Louis, MO | 70 |
| 85 | Springfield, MO | 70 |
| 85 | Ottumwa, IA | 70 |
| 85 | Evansville, IN | 70 |
| 85 | San Angelo, TX | 70 |
| 85 | Davenport, IA | 70 |
| 85 | Tucson, AZ | 70 |
| 85 | San Diego, CA | 70 |
| 97 | Charlotte, NC | 69 |
| 97 | Albany, NY | 69 |
| 97 | South Bend, IN | 69 |
| 97 | Mankato, MN | 69 |
| 101 | Detroit, MI | 68 |
| 101 | Hartford, CT | 68 |
| 101 | Wilmington, NC | 68 |
| 101 | Raleigh, NC | 68 |
| 101 | Salisbury, MD | 68 |
| 101 | Rockford, IL | 68 |
| 101 | Minneapolis, MN | 68 |
| 101 | Lincoln, NE | 68 |
| 101 | Sioux Falls, SD | 68 |
| 101 | Rapid City, SD | 68 |
| 101 | Reno, NV | 68 |
| 101 | Medford, OR | 68 |
| 113 | Philadelphia, PA | 67 |
| 113 | Providence, RI | 67 |
| 113 | Burlington, VT | 67 |
| 113 | Austin, TX | 67 |
| 113 | Lubbock, TX | 67 |
| 113 | Des Moines, IA | 67 |
| 113 | Juneau, AK | 67 |
| 120 | Lexington, KY | 66 |
| 120 | Greenville, NC | 66 |
| 120 | Toledo, OH | 66 |
| 120 | Chicago, IL | 66 |
| 120 | Omaha, NE | 66 |
| 120 | Wichita, KS | 66 |
| 120 | Bakersfield, CA | 66 |
| 127 | Wichita Falls, TX | 65 |
| 127 | Cedar Rapids, IA | 65 |
| 127 | Madison, WI | 65 |
| 127 | Yuma, AZ | 65 |
| 131 | Washington, DC | 64 |
| 131 | Syracuse, NY | 64 |
| 131 | Jacksonville, FL | 64 |
| 131 | Champaign, IL | 64 |
| 131 | Abilene, TX | 64 |
| 131 | Fort Smith, AR | 64 |
| 131 | Minot, ND | 64 |
| 131 | Fargo, ND | 64 |
| 131 | Los Angeles, CA | 64 |
| 140 | Lansing, MI | 63 |
| 140 | Chattanooga, TN | 63 |
| 140 | Dallas, TX | 63 |
| 140 | Paducah, KY | 63 |
| 140 | El Paso, TX | 63 |
| 140 | Monterey, CA | 63 |
| 140 | Las Vegas, NV | 63 |
| 147 | Baltimore, MD | 62 |
| 147 | Flint, MI | 62 |
| 147 | Springfield, MA | 62 |
| 147 | Waco, TX | 62 |
| 147 | San Antonio, TX | 62 |
| 147 | Tulsa, OK | 62 |
| 147 | Duluth, MN | 62 |
| 154 | Boston, MA | 61 |
| 154 | Rochester, NY | 61 |
| 154 | Rochester, MN | 61 |
| 154 | Houston, TX | 61 |
| 154 | Panama City, FL | 61 |
| 154 | Tyler, TX | 61 |
| 154 | Santa Barbara, CA | 61 |
| 161 | Charleston, SC | 59 |
| 161 | Sioux City, IA | 59 |
| 161 | Sherman, TX | 59 |
| 161 | Palm Springs, CA | 59 |
| 165 | Atlanta, GA | 58 |
| 165 | Victoria, TX | 58 |
| 167 | Amarillo, TX | 57 |
| 167 | Jonesboro, AR | 57 |
| 169 | Augusta, GA | 56 |
| 169 | Columbus, GA | 56 |
| 169 | Tallahassee, FL | 56 |
| 169 | West Palm Beach, FL | 56 |
| 169 | Corpus Christi, TX | 56 |
| 169 | Mobile, AL | 56 |
| 169 | Biloxi, MS | 56 |
| 169 | San Francisco, CA | 56 |
| 177 | Columbia, SC | 55 |
| 177 | Charlottesville, VA | 55 |
| 179 | Fort Myers, FL | 54 |
| 180 | Odessa, TX | 53 |
| 180 | Huntsville, AL | 53 |
| 182 | Savannah, GA | 52 |
| 182 | Dothan, AL | 52 |
| 182 | Beaumont, TX | 52 |
| 185 | New York, NY | 51 |
| 185 | Birmingham, AL | 51 |
| 187 | Florence, SC | 50 |
| 187 | Honolulu, HI | 50 |
| 189 | Jackson, TN | 49 |
| 189 | Lake Charles, LA | 49 |
| 191 | Little Rock, AR | 48 |
| 192 | Shreveport, LA | 47 |
| 192 | Alexandria, LA | 47 |
| 192 | Laredo, TX | 47 |
| 195 | Macon, GA | 45 |
| 196 | Baton Rouge, LA | 43 |
| 197 | Miami, FL | 42 |
| 197 | New Orleans, LA | 42 |
| 197 | Hattiesburg, MS | 42 |
| 200 | Montgomery, AL | 41 |
| 201 | Albany, GA | 40 |
| 201 | Harlingen, TX | 40 |
| 203 | Monroe, LA | 39 |
| 203 | Lafayette, LA | 39 |
| 205 | Memphis, TN | 38 |
| 205 | Columbus, MS | 38 |
| 207 | Meridian, MS | 32 |
| 207 | Jackson, MS | 32 |
| 209 | Greenwood, MS | 25 |
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.

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.

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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