Each year without fail Starbucks releases their lineup of holiday drinks, cups, food, and other items. And each year people await the day they will come out leaving lines wrapped around the building and drinks filling the counters inside. Starbucks makes the holidays special with cozy drinks and other tasteful goods, but the real magic comes from behind the scenes. This would include the marketing and advertising that incentives consumers to purchase.
The holiday drinks are released in early to mid November and range from a simple peppermint mocha all the way to an iced gingerbread oat milk chai. In addition there are new and returning pastries like the cranberry bliss bar. As far as merchandise goes there are hot and cold cups, seasonal coffee blends, mugs, ornaments, straws and so much more.
It all starts with the cups. Since 1997, Starbucks has been releasing fresh designs on each cup every holiday season. This creates a brand identity for Starbucks during this season. By returning on the same simple idea of decorating cups each year, it develops a sense of loyalty and stability for the customers. This will give those customers something to look forward to when it isn’t the holiday season, making buyers want to come back year after year.
Alongside the cup that each drink comes in, Starbucks also releases a free reusable red cup only available one day a year. This day is more commonly known as red cup day. Every consumer receives the cup with the purchase of a drink. Each year it’s a wonder what day it will come out and arguably more importantly the design of the cup. Despite the consistency of red cup day happening annually the more important aspect is the surprise. The balance of both make it very attractive to buyers.
The next biggest thing is all to do with the customer base itself. This marketing strategy is also considered word of mouth. As soon as the air turns the tiniest bit chilly people immediately start talking. Once one person purchases something they enjoy, it’s only a matter of time before everyone else starts. Businesses thrive on consumers talking about what product or company is the best and seasonal items are a positive way to get people excited. Not only do new items give people something to talk about but also something to listen to. Creating curiosity and a reason to buy.
Lastly is the customization that all the new products bring. Whether your a super holiday enthusiast or just someone who enjoys the small festivities, Starbucks menu allows room for both. Customers are able to choose from one of the limited edition drinks, or can personalize it however they feel. If someone just wants a little hint of the winter season they can get one of the many flavored cold foams or just some pumps of syrup. Either way the customization makes the whole experience more personal by specifically catering to all needs.
Starbucks has changed holiday marketing into traditions that go beyond just drinks and merchandise. It taps into the emotional aspect of the season itself by providing an experience that is familiar and fresh. With all of the festive drinks and items, Starbucks continues to reinforce its brand identity. Overall proving the key to effective marketing isn’t just what product you are selling, it’s the feeling that comes with it.
