New research shows that pumpkin spice is as popular as ever on social media!

The research, from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication at Montclair State University, found that Americans still really love pumpkin spice and can't get enough of pumpkin spice foods, beverages and products.

Combing through nearly 20,000 Twitter and Instagram posts from September 2022, the Montclair team discovered that 55% of posts containing “pumpkin spice” or the hashtag #pumpkinspice were positive in nature, 8% were negative and 37% were deemed neutral.

“While many assume the topic is polarizing, the majority of the social media data we analyzed showed that America and a wide range of companies continue to want more pumpkin spice," says Jin-A Choi, assistant professor of advertising at Montclair.

The study comes just in time for National Pumpkin Spice Day on Oct. 1.

Click here to see the full study.

Looking to go pumpkin picking this fall season? Below, check out some of the locations in the tri-state area you can visit: