It’s not officially fall but pumpkin spice season has already started. There’s two types of people in the world though – those that like PSLs and those that don’t.
And it seems like most people aren’t hopping on the PSL train.
A study surprisingly revealed that the majority of consumers will only drink one pumpkin spice latte per season!
Statistically, 72% only got the PSL once, while 20% purchased it twice and 8% made several purchases during the fall season.
But regardless, the PSL brought in revenue because of its “limited-time offer.”
Research firm NPD Group tracked receipts from 35 thousand diners and found that while not many people come back for seconds, it does attract new customers and encourages them to spend a bit more each time they do splurge.
“The average check for pumpkin latte buyers was $7.81, compared with $6.67 for those who didn’t indulge.”
Another seasonal drink, the white mocha, was also profitable for coffee shops, with buyers of the drink spending $8.37 compared to $6.84.