Snow is falling outside, covering every inch of green and brown left on the ground. Christmas carols are echoing from a few rooms away. A fire is roaring through the chimney, crackling gently. Gifts are piled up against the wall, waiting to be wrapped and perfectly placed under the tree. A holiday romance movie is playing.
During November and December, many people tend to spend time enjoying the weather, the music and the company of their families and friends. Whether they celebrate by hosting parties or simply watching a holiday movie while bundled up, most people are searching for a bit of cheer during the holiday season.
Starbucks has taken it upon themselves to provide that cheer to their customers during the winter months.
Every year, Starbucks releases their holiday menu at the beginning of November, and the campaign continues to attract customers. It is one of the largest trends and celebrations of the holiday season for many people.
The most popular aspect of the holiday menu is the variety of seasonal beverages. According to Starbucks Barista Liam van der Bijl, these drinks consist of the Caramel Brulée Latte, the Toasted White Chocolate Mocha, the Peppermint Mocha Latte, the Sugar Cookie Almondmilk Latte, the Chestnut Praline Latte, and the Irish Cream Cold Brew.
Many people who try these drinks, including loyal customer Madi Lau, are attracted to their taste.
She said, “I usually never like warm coffee but Starbucks holiday drinks make warm coffee taste better.”
Van der Bijl explained that most customers who purchase the holiday drinks are in a similar demographic to Lau. He said that most customers who enjoy these beverages are young to middle aged.
“I think that the most popular drink this year has to be the Caramel Brulée, a lot of people get it,” van der Bijl said. “The least popular drink item this year I would say is the Irish Cream Cold Brew, because it doesn’t really sound very festive.”
These drinks have a very festive appearance along with their cheerful names and taste. Most drinks come with whipped cream and sprinkles on top.
Van der Bijl explained that the appearance of the drinks often makes it worth the price.
“Most drinks are around $5 for a grande,” said Starbucks Barista Lia Sommer.
Van der Bijl explained that based on sizing, the pricing of the drink typically varies by about 30 cents.
Customizing these beverages also alters the pricing.
Sommer explained that most customers chose to keep the holiday drinks in their original form, however customization is available.
“There are a lot of different ways you can customize your order,” said van der Bijl.
Customers are able to change the milk, amount of flavoring, toppings, make it iced and more.
Lau said “Sometimes I like to get rid of whipped cream and add cold foam as well as not always getting the toasted white chocolate syrup in a mocha.”
Despite the option to customize, lots of customers are attracted to these drinks due to Starbucks’ advertising efforts to promote the holiday campaign.
Starbucks utilizes many different mediums of advertising for their holiday menu.
Sommer said, “Our menu signage is changed for the holiday launch and usually the holiday drinks are shown very clearly with accompanying pictures.”
Starbucks also has a very large social media presence, especially on Instagram, which they use very heavily to promote their holiday menu.
“Starbucks posts ads on social media about their new holiday drinks all the time, getting people to go and try all the new ones they have,” said Lau. “I think the holiday campaign has gotten better because they always post sneak peaks and get people wondering before they com
e out.”
Sommer also explained that she has seen advertisements for Starbucks holiday menu on apps like Waze and Hulu.
Van der Bijl has also noticed the advertising efforts.
He said, “Starbucks goes about advertising for the holidays by changing usually all of the green colors that usually is everywhere at a Starbucks and in the advertisements, to red colors, and they make swirly Christmas colors designs on the actual cups themselves.”