For many Starbucks customers, it’s not fall until Starbucks says it is, with the return of the Pumpkin Spice Latte and other favorites. This year, customers turned out for the season they’ve been waiting for, making Aug. 25 the strongest fall launch day across the U.S. and Canada in Starbucks history.

It took one icon to announce another with Martha Stewart kicking off the return of PSL in an ad with “Off Campus” star Belmont Cameli (who was enjoying an Iced Pumpkin Spice Latte).

More than two decades after the Pumpkin Spice Latte debuted, it remains a seasonal icon, bringing customers together around familiar flavors, comforting rituals and moments of connection.

This year, in addition to returning favorites like Pumpkin Spice Latte and Pumpkin Cream Cold Brew, Starbucks also debuted a number of other new seasonal drinks and food that customers are already passionate about. One new standout: the new Iced Pumpkin Cream Shaken Espresso. Also, the new Hedgehog Cake Pop delivered record-breaking single-day sales for fall launch, making it Starbucks top-selling fall cake pop ever.

“Whether you’re enjoying your first PSL of the year or discovering a new seasonal favorite, there’s nothing like feeling the joy of fall in our coffeehouses,” said Tressie Lieberman, Starbucks global chief brand officer.

The excitement extends far beyond Starbucks coffeehouses. Customers and creators flooded social media with posts of first sips, favorite drinks and overall joy for the return of the fall season.

The strong start is a reflection of the unique role Starbucks continues to play in the season. As fall beverages roll out to more than 85 markets around the world, Starbucks is celebrating another season of comfort, connection and the iconic products customers return for year after year.