Pumpkin spice and other fall flavors seem to hit shelves earlier each year—but not everyone is ready to dive in. A new CivicScience survey shows that 29% of U.S. adults say it’s ‘definitely’ too early to start buying fall-flavored foods, compared to 34% who don’t think it’s too early at all. The largest share, however, remains indifferent (38%).
Older Americans aged 65+ are the most likely to think it’s too early, while Gen X is the most likely to say it’s not too early. Men, high-income households, suburban residents, and those living in the Northeast lean toward “too early.” Interestingly, Southerners, who tend to live in warmer climates, are the most likely to say it’s not too soon to buy fall flavors.
But demographics aren’t the only thing setting these flavor skeptics apart:
- Food-Buying Habits: Those who say it’s too early are likelier to have tried a keto diet, eaten plant-based burgers, and avoided buying foods with GMOs. They’re also more inclined to use grocery delivery.
- Media Use: They’re more likely to listen to the radio at least weekly, watch cable TV, and set limits on their children’s screen time.
- Spending and Outlook: They tend to be very careful with their spending, are especially concerned about tariffs’ impact on costs, and show heightened worry about the job market.
Those who say fall flavors are arriving too early aren’t just pushing back against pumpkin spice—they’re cautious, conscientious consumers. From what they eat and watch to how they spend, this group is more likely to weigh their decisions carefully, whether it’s in the grocery aisle or in everyday life.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.