With a mix of anticipation and impatience, Pumpkin Spice Latte fans are preparing for the arrival of the seasonal beverage at Starbucks and on Facebook.
Taking advantage of the bizarre cult-like devotion that some have developed for pumpkin-flavored coffee, the chain is streaming a live video all weekend of, well, a pumpkin.
“For the first time ever seen by humans!! The magical arrival of the Pumpkin Spice Latte!! Don’t miss a moment!!” says the post, which went live around 11 a.m. ET on Friday.
It's not entirely clear what happens next, but Starbucks encourages you to keep watching.
Although the event supposed heralds an impending announcement of the latte’s official return, some have reported already being able to order it on Friday morning.
About 24 hours after the video launched, it had attracted 2.7 million views.