7-Eleven, Inc., rolled out its fall lineup on the first day of August this year. Photo credit: 7-Eleven, Inc.
As for timing, 7-Eleven, Inc., rolled out its fall lineup to select 7-Eleven, Speedway, and Stripes stores across the U.S. on the first day of August this year. For anyone unaware, the first day of fall is September 23.
"We know our customers wait all year long for their favorite fall flavors…so we decided to break out the pumpkin a little bit early this year," said Dennis Phelps, 7-Eleven's SVP, Merchandising (Vault & Proprietary Beverages). "It may not quite feel like fall outside yet, but it sure can taste like fall as we enjoy the first Pumpkin Spice Latte of the season."
Two weeks later, Dunkin’s reintroduced its pumpkin line-up on August 16, including its Pumpkin Spice Signature Latte, Nutty Pumpkin Coffee, and Pumpkin bakery line-up.
“Brands and retailers rely on the seasonality of flavors like pumpkin spice to drive demand and create a fear of missing out amongst consumers,” notes Lafontaine. “Using flavors as limited time offers and promotions isn’t necessarily a new concept, but the popularity and vitality of pumpkin spice has taken seasonal marketing to the next level. Data and consumer insights are incredibly important in understanding the longevity of a trend and in product development around seasonality.”