Cup of Cheer: How Starbucks’ Holiday Cups Spark Joy and Drive Sales

It’s been a week since Starbucks dropped their holiday menu (we’re already hooked on the caramel brulée lattes), and along with it, the return of those iconic holiday cups. For 27 years, these cups have marked the start of the season, becoming a symbol of the warmth and excitement that make the holidays feel so special. ☕️🎄

When Starbucks introduced the holiday cup in 1997, it was a simple way to celebrate the season. Over time, though, these cups have evolved into something much more—an iconic symbol that captures everything from cozy winter vibes to the joy of the holidays.

What makes the holiday cups stand out, though, is how Starbucks has turned them into a shared experience. It didn’t take long for customers to start snapping pictures and posting them online as soon as the cups hit stores. Starbucks quickly realized the power of this user-generated content, turning a design move into a genuine conversation with their audience.

In 2016, Starbucks took it a step further by inviting customers to design their own holiday cups through a global contest. You bought a drink, got your cup, and shared your design online. The contest saw over 1,200 submissions, giving Starbucks a chance to showcase its customers’ creativity while making them feel a part of the brand’s holiday story.

This year’s holiday cup theme is Merrier Together, with a focus on spreading joy. A new touch this year: little badges on the back of the cups, where baristas can write personal messages. This follows CEO Brian Niccol’s push to bring back handwritten names on cups, adding a more personal, human touch to the Starbucks experience.

For Starbucks, these holiday cups have become more than just a seasonal item—they’re a way to connect with people during the holidays. What started as a festive design has turned into a yearly tradition that so many of us look forward to.

In the end, Starbucks has done more than create a marketing campaign—they’ve built a holiday tradition. And that’s what great marketing is all about: creating a deeper connection and turning something simple into a memorable experience.