--- title: Pumpkin Spice Latte Season Returns: The Internet Reacts description: Starbucks officially brought back their signature Pumpkin Spice Lattes on Tuesday, to both the delight and dismay of customers. canonical: https://time.com/4927071/pumpkin-spice-latte-season-reactions/ author: Raisa Bruner article:opinion: false article:content_tier: free article:published_time: 2017-09-05T15:18:44.000Z article:modified_time: 2026-04-13T07:46:59.810Z og:title: Pumpkin Spice Latte Season Is Back, and Feelings Are Mixed og:description: The Starbucks drink makes its annual debut og:url: https://time.com/4927071/pumpkin-spice-latte-season-reactions/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Pumpkin Spice Latte Season Is Back, and Feelings Are Mixed twitter:description: The Starbucks drink makes its annual debut twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # The Internet Has Mixed Feelings About the Return of Pumpkin Spice Latte Season  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Sep 5, 2017 3:18 PM UTC  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Sep 5, 2017 3:18 PM UTC The Tuesday after Labor Day marks a number of important occasions each year. For some, it’s the [first day of school](http://time.com/4814758/dad-interviews-daughter-viral-video/). For others, it’s time to pack away [white clothes](http://time.com/3223070/why-its-okay-to-wear-white-after-labor-day/). And for Starbucks regulars, it’s the official kickoff to [Pumpkin Spice Latte](http://time.com/4922009/pumpkin-spice-latte-deodorant/) season. After a weeks-long campaign teasing its return, the coffee purveyor has released the PSL on the masses once more, sparking a feeding (or rather, drinking) frenzy for some — and prompting eye rolls from others. (Not everyone, it seems, is ready to say goodbye to summer.) Starbucks first began hinting at their fall-favorite beverage’s return in August. On Sept. 1, they started [a live feed](http://www.extracrispy.com/drinks/3879/pumpkin-spice-hatch) of a “nest” from which the latte would “hatch.” (Due to a botched rollout, some eager customers were actually able to order their PSLs on that day as well). Today, Starbucks baristas are serving up the drink at all locations nationwide. And the drink’s return is inspiring strong reactions. “It’s taken on a life of its own,” the PSL’s creator, Peter Dukes, noted [in a statement](https://news.starbucks.com/press-releases/starbucks-pumpkin-spice-latte-officially-returns-nationwide). After 14 years of pumpkin spice fever, we can confirm this is true. > [](https://twitter.com/TheRealPSL/status/905037847941353473) > [](https://twitter.com/Starbucks/status/905037824809766912) > [](https://twitter.com/food%5Fshoes%5Flife/status/905060648186458114) > [](https://twitter.com/MotleySchuh/status/905057251307786240) > [](https://twitter.com/marabakes/status/905041118244548608) > [](https://twitter.com/imnickbarnes/status/905078987612979201) > [](https://twitter.com/ZoeMeggert/status/905078557608685568) > [](https://twitter.com/danicolesen/status/905076129110695938) > [](https://twitter.com/lmfaolerner/status/905037994373079042) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4927071/pumpkin-spice-latte-season-reactions/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4927071/pumpkin-spice-latte-season-reactions/"},"headline":"The Internet Has Mixed Feelings About the Return of Pumpkin Spice Latte Season","datePublished":"2017-09-05T15:18:44.000Z","dateModified":"2026-04-13T07:46:59.810Z","description":"Starbucks officially brought back their signature Pumpkin Spice Lattes on Tuesday, to both the delight and dismay of customers.","url":"https://time.com/4927071/pumpkin-spice-latte-season-reactions/","keywords":["Newsfeed","Food & Drink","viral","Starbucks"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Raisa Bruner","jobTitle":null,"url":"https://time.com/author/raisa-bruner/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4927071/pumpkin-spice-latte-season-reactions/","name":"The Internet Has Mixed Feelings About the Return of Pumpkin Spice Latte Season"}}]}] ```