The pumpkin-spice craze, once firmly tied to autumn, is now arriving earlier each year — with 34% of Americans already buying seasonal products in August, according to a new study by financial services firm Empower.
The research, conducted among 2,200 adults between August 9 and 11, shows that younger generations are driving the trend, with 45% of Gen Z and millennials purchasing pumpkin-spice goods before summer is over.
