Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Starbucks and the Guide to Winning the Holidays

By 
Ethan Chernofsky
September 8, 2020
Starbucks and the Guide to Winning the Holidays
SHARE
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
Key Takeaways

Everything in retail has been turned upside down in 2020, so it’s exciting to see something continue as normal. Obviously, we’re talking about the unique power of Starbucks to leverage the calendar to its fullest advantage.

And while even this success requires COVID-era context, it still emphasizes a strategic approach that will guide the success, or lack thereof, for many retailers in the coming months.

Pumpkin Spiced Success

This summer saw the earliest ever release for the Starbucks autumn hallmark Pumpkin Spice Latte. Were we shocked? No. 

As we noted last year, the ongoing push to bring the drink out earlier is part of a critical perspective that Starbucks brings to the calendar. Simply - they do everything within their power to address and/or combat seasonality. Last year, they launched the Tye-Dye Frappuccino during an annual lull to drive a short term boost, and consistently save bigger promotions for the fall and winter when their normals peaks come into play. Making the PSL launch ever-earlier has been part of a wider strategy to welcome the fall earlier and say goodbye to summer months less oriented to a coffee chain.

And like most of their campaigns, this one worked well. Since the start of the recovery, Starbucks visits saw its visit peak when traffic to stores came within 20.1% of 2019 levels - something that happened the week beginning August 17th. Yet, the Saturday and Sunday following the launch were within 7.7% and 6.2% of 2019 levels of the equivalent Saturday and Sunday in 2020 - even with the peak those days enjoyed last year.

Why Does This Matter for Starbucks?

As we noted in July, this pandemic has been particularly difficult for brands like Starbucks that bank on routines for traffic. We need our coffee as we head into work and the Starbucks nearby is a welcome kick-off to the day, but without the actual process of heading into work, that visit can fall by the wayside. But, with morning visits moving back towards normalcy, signs of a more ‘routine’ routine are emerging. 

And if the brand can combine that return with its consistent ability to control the calendar just as we begin their key season - the short term future for Starbucks could be bright, even under the crazy circumstances of 2020.

But This Also Matters for the Rest of Retail

2020 is not going to be remembered as the best year for the wider retail landscape. Yet, there are steps brands can take in the coming months to optimize for a holiday season unlike any other. And that begins with taking a page out of the Starbucks gameplan. 

If Thanksgiving is removed as a retail holiday, it could drive more buzz to Black Friday or give brands an opportunity to create their own ‘days’ throughout the season. Is the latter ideal? No. There is an obvious benefit to a wider sense of retail urgency that brings visitors into malls and shopping centers. However, even if it just mitigates losses the results could be significant. 

And if elements of the holiday season proceed as normal, there are still lessons to be applied. Whether it be the ability of a food brand to hijack Black Friday - the strongest day for Starbucks visits in 2019 - or leveraging Prime Day for offline visits or finding unique promotions that drive buzz this winter, utilizing the calendar to its fullest extent is a critical asset for top brands.

Will Starbucks see its normal winter surges? Which other brands will roll out similar strategies in 2020? Visit Placer.ai to find out.

Learn how downtown regions across US cities are measuring up with our free tools.
Check out the latest trends for
No items found.

Related Topics

Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
SHARE
Get 3 brand & industry
breakdowns every week
Subscribe to the newsletter
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.

Recent Publications

Get 3 brand & industry breakdowns every week

Subscribe to the newsletter
Home Depot and Lowe’s Heading Into the Holidays
Starbucks and Dutch Bros: Short Visits Lead the Way
Planet Fitness: Raising the Bar(bell)
Checking in With Full-Service Restaurants: First Watch, Chili’s, and Outback Steakhouse
RBI and Yum!: QSR Resilience in 2024
Boot Barn and DSW: Stepping Up Their Game
Target’s October Circle Week: A Data-Driven Snapshot
Chipotle, Shake Shack & Wingstop: Dining Success in Q3 2024
Playa Bowls and Tropical Smoothie Cafe: Berry Big Business
Cheesecake Factory & BJ’s Restaurants: Full-Service Success
Checking in on McDonald's and Wendy's 
Sprouts Farmers Market: A Specialty Grocer With a Traditional Twist
CAVA: The Craze Continues
Placer.ai Reaches $100M Annual Recurring Revenue
Catching Up With Carter's 
A Texas Roadhouse and LongHorn Steakhouse Showdown
Placer.ai Mall Index: September 2024 Recap – Labor Day Peaks and Holiday Season Predictions
Albertsons Q3 Check-In
Looking Ahead to the 2024 Holiday Season
Trader Joe's: Continuing to Thrive in 2024
Bowlero and AMF: A Ten-Pin Knockout
Recreational Retail: Store Performance in 2024
Placer.ai White Paper Recap – September 2024
A QSR and Fast-Casual Face-Off
Sam’s Club’s In-Store Retail Media Network Opportunity
The Rising Stars: Six Metro Areas Welcoming Young Professionals
Costco in 2024: A Deep Dive
Sherwin-Williams in 2024: Brighter Than a New Lick of Paint
Life Time and Orangetheory: Premium Fitness Flourishing
C-Stores: More Than A Pit Stop
Darden: Dining Dominance Undeterred 
Placer 100 Index for Retail and Dining: August 2024 Recap
Placer.ai Office Index: August 2024 Recap
Placer.ai Mall Index: August 2024 Recap – Back-To-School In Full Swing
Auto Parts Retailers: The Traffic Continues
Pumpkin Spice Works its Magic Once Again
School Season Sparks Retail Growth
Placer.ai White Paper Recap – July & August 2024
Big Lots’ Big Rightsizing Move in Four Data Points
Fun Away From The Sun: Checking in With Eatertainment
Domestic Migration and Population Growth: Strong Currents Off The Carolina Coast
The Civic Impact of Summer Events
Retail Trends in College Towns: A Back-to-School Snapshot
Five Below and Ollie’s Bargain Outlet: Consumers Still on the Hunt for Discounts
Macy’s & Bloomingdale’s: Into 2024 and Beyond
Limited Time Only: The Trend Continues
Beauty in 2024: Many Ways to Win
Dollar General & Dollar Tree: Powering Ahead in Q2 2024
The Home Depot and Lowe's Foot Traffic Remodel in Q2 2024
Superstore Update: Summer Savings Spree
Placer.ai Mall Index: July 2024 Recap – From Fourth of July to Back-to-School
Placer.ai Office Index: July 2024 Recap
Summer Movie Madness: Blockbuster Films Boost Foot Traffic
Driving Success: Toyota in 2024
Denny’s and IHOP: An All-Day Breakfast Matchup
Warby Parker: Seeing Clearly Now
Planet Fitness at the 2024 Halfway Point
Serving Summer 2024: RBI and Yum! Brands Q2 Foot Traffic
Starbucks, Dutch Bros., Dunkin’: Finding Summer Success
Fast Food and Fast Casual Favorites, Plus CosMc’s Takeoff
Chipotle and Sweetgreen: Fast-Casual in Q2 2024
First Watch, Texas Roadhouse, and Applebee’s: An FSR Roundup
Albertsons Companies: H1 2024 Recap
Teaming Up For Success: Sports Stadium Sponsorships
Limited Time Offers: Price Wars Boost Visits
Placer 100 Index for Retail & Dining: June 2024 Recap
Placer.ai Mall Index: June 2024 Recap
Placer.ai Office Index: June 2024 Recap
Inside Out 2: The New Blockbuster Bringing Crowds Back to Theaters
Petco and PetSmart: A Head to Head
Frozen Delights: Exploring Ice Cream Chains Across America
Placer.ai White Paper Recap – June 2024
Barnes & Noble: Writing a New Story
Small Format Stores - Sprouting, Blooming, and Expanding
Retail and Dining on Father’s Day
Thrift Store Visit Scores
Charting Value Grocery’s Visit Growth
Placer 100 Index for Retail & Dining: Introduction and May 2024 Recap
Digging Into Darden: Q2 2024 Update
2024 Retail and Dining Trends Update
TRU and avid: Midscale Hotels on the Rise 
Diving Into Kroger: A Strong Start to 2024
Placer.ai Mall Index: May 2024 Recap – Mall Visits on the Rebound
Placer.ai Office Index: May 2024 Recap
2024 Memorial Day Recap
Las Vegas: A Tourism and Migration Deep Dive
Eatertainment Chains: Full on Food, Fun, and Foot Traffic
The Promise of Luxury Apparel
Catching Up With Ulta Beauty & Gap Brands
Ollie’s Bargain Outlet and Five Below: Q1 2024 Treasure Troves
CAVA Still Going Strong
Driving Success: Auto Parts Chains in 2024
Checking in With DICK’S Sporting Goods
Mother’s Day Shopping and Dining Trends
Placer.ai Mall Index: April 2024 Recap – Retail Resilience Heading into Spring
Dollar Stores Still Gaining Momentum
Off-Price Apparel Chains After Q1 2024: Demographics in the Balance
Walmart, Target, and Wholesale Clubs Continue to Thrive
Home Improvement and Decor Check In
Placer.ai Office Index: April 2024 Recap – Recovery Continues