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What is Red Cup Day?
Red Cup Day is an annual tradition at Starbucks that marks the beginning of the holiday season for many coffee lovers. This year, the event will take place on Thursday, where customers can receive a free reusable red cup with the purchase of any holiday drink.
The cups, which are 16 ounces, are a limited-edition item that fans eagerly anticipate each year. This promotion not only encourages customers to indulge in seasonal beverages but also promotes sustainability through the use of reusable cups.
How to participate
Participating in Red Cup Day is easy and accessible for everyone. Customers can enjoy the promotion regardless of how they order—whether in-store, via the drive-thru, through the Starbucks app, or through delivery services like Uber Eats, DoorDash, and GrubHub.
This flexibility allows more people to join in on the fun and ensures that no one misses out on the chance to grab a coveted red cup. Additionally, the promotion applies to all sizes and temperatures of drinks from both the holiday and fall menus, including hot chocolates, making it a perfect opportunity to try something new or revisit a favorite.
Impact on Starbucks and customer engagement
Historically, Red Cup Day has proven to be a significant driver of customer traffic for Starbucks. Last year, the event saw a remarkable 31.7% increase in visits compared to the previous five-week daily average, according to analytics from Placer.ai.
In previous years, spikes of 81% and 65% were recorded, showcasing the event’s popularity. As Starbucks navigates a challenging fiscal landscape, with a reported 2% decline in global comparable sales, events like Red Cup Day are crucial for boosting customer engagement and driving sales.
Under the leadership of CEO Brian Niccol, the company is implementing various strategies to win back customers and foster growth, making this year’s Red Cup Day even more significant.
