To maximize sales from November to December, companies take advantage of the holiday time by using seasonal flavors in their drinks.
These limited-time offers bring customers flocking in early November.
With the holiday season here, you can count on going to Starbucks to pick up a peppermint white chocolate mocha, or perhaps a caramel brûlée latte, with a penguin-shaped cookie to munch on later in the day.
But what makes these merry treats so popular?
The human brain associates flavors like vanilla and pumpkin spice with positive feelings during the holiday season, and bringing back these flavors re-establishes the season’s magic and comfort for consumers.
Also, flavors only around for a limited time increase the urgency of getting them before they are gone.
According to Psychology Today, knowing something is “seasonal” or in “limited supply” makes it more desirable to consumers.
Along the same lines, an Innova Market Insights survey found that 41% of North American consumers impulse buy when a product is labeled as limited edition.
Due to this, many companies bring back Limited Time Offers (LTO) to trial new flavors and gauge receptiveness.
Almost two-thirds of people who do not like trying new foods will take that small risk with an LTO.
In this day and age, social media also plays a big part in marketing.
Starbucks gains traction through customers posting pictures of their signature red holiday cups on social media.
In 2022, Starbucks began giving a free reusable cup to customers who order holiday beverages on a certain day, calling the deal “Red Cup Day.”
This year, Red Cup Day fell on November 7.
Bringing back a clean Red Cup offers consumers 10 cents off of their future drinks and 25 “stars” added to their rewards account.
Marketing tactics such as these almost guarantee customer loyalty since customers believe they are saving a crucial amount.
In reality, the average holiday-themed Starbucks drink is about $6, giving only a 2% discount.
So why do people keep going back?
One word: advertising.
Starbucks keeps their holiday menu a “secret” to keep customers speculating about new additions or eliminations on the list.
This adds a layer of suspense and thrill to keep buyers hooked.
While some people try to guess the date and new flavors, others make Starbucks-themed countdowns for the day of the big reveal.
This sort of fanaticism is what intrigues some and keeps others coming back.