Congratulations, autumnal enthusiasts: It’s finally fall! This means it’s officially appropriate to sip pumpkin spice while sporting sepia-toned sweaters and watching the leaves turn crimson and carmine. We already know you couldn’t wait (and probably started drinking your apple crisp macchiato in August, when it was unveiled), because Instacart found that cyber queries for “pumpkin spice” spiked earlier than ever before this year — surging in July.
“Many people already have fall on their mind and are looking forward to seasonal flavors,” Laurentia Romaniuk, Instacart’s trends expert, said at the time, adding that while “pumpkin spice momentum has already started to pick up, searches via Instacart tend to peak at the same time each year in early October, and we expect a similar pattern this year.”
Now that we’ve reached peak-pumpkin season, we’re diving deeper into the gourd’s popularity: which pumpkin spice products are the most prominent — and where?
According to Instacart, the top ten most popular pumpkin products so far are pumpkin spice coffee creamers, pie spice, ground coffee, cream cheese, pumpkin bread, buns and rolls, cereal, frozen waffles, packaged cookies, and bottled coffee drinks. Pumpkin spice coffee creamer alone represents nearly half of all pumpkin spice purchases on Instacart.
Now, for our favorite part: who is buying the most pumpkin spice, and where? Calculating via online orders, Instacart found that West Virginia, Iowa, North Carolina, Ohio and Wisconsin were purchasing the most pumpkin, while Hawaii, Washington D.C., Louisiana, Massachusetts and Minnesota bought the least. I think we know where we want to go pumpkin picking…
“It should come as no surprise that West Virginia buys the most pumpkin spice products per capita since it’s a destination known for its incredible fall foliage and stunning autumnal landscapes,” Instacart said of the findings. “On the other hand, it’s always summer on the tropical Hawaiian islands, which explains why they’re least likely to jump on the fall pumpkin spice bandwagon.”