Every August, the return of Starbucks’ Pumpkin Spice Latte (SIGNAL) something larger than a menu change. For many Americans, the drink (MARK) the unofficial start of fall, even when the calendar and the thermometer firmly disagree. This year, the ritual (FEEL) unusually well-timed: parts of the Midwest and Northeast (ENJOY) a brief spell of cool weather just as Starbucks (ROLL OUT) its fall menu.

Meteorologists (CALL) the sudden cool-down a “false fall.” Temperatures across parts of the Great Lakes and interior Northeast (RUN) 5 to 10 degrees below the historical average, and cities such as Detroit, Pittsburgh and Buffalo (GET) a taste of weather more typical of mid-September. Meanwhile, much of the southern tier (REMAIN) locked in summer heat. Forecasters (WARN) that the cool spell is only a brief reprieve and that warmer conditions (ALREADY START) to push back in.

Starbucks, however, (NOT WAIT) for actual autumn. The company (BRING) back the PSL on August 25 alongside Pumpkin Cream Cold Brew, Iced Pumpkin Cream Chai and other seasonal items. It also (LEAN) into the drink’s status as a cultural cliché, teaming up with Martha Stewart and actor Belmont Cameli for a campaign that (POKE) fun at the annual argument over whether pumpkin spice is “basic.” The company even presents the predictable debate as part of the seasonal ritual rather than something to avoid.

That argument (MATTER) less to customers who simply (WANT) their first taste of fall. Some shoppers (HAVE) a hard time taking autumn seriously while they are still wearing shorts; others (ORDER) iced pumpkin drinks and see no contradiction at all. Seasonal cravings do not necessarily follow the forecast. Americans (HAVE) a long history of treating seasonal food as a mood rather than a weather report, and retailers (KNOW) that people respond strongly to familiar cues, from limited-time menus to shelves full of Halloween merchandise.

This year, though, the timing (CREATE) an especially neat illusion: fall drinks (ARRIVE) just as fall-like air moves in. Anyone who (THINK) summer is finished may want to keep the shorts handy. The PSL is back, but the heat is not necessarily done.