Starbucks, the holidays officially kick off this week
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With the arrival of Starbucks’ seasonal cups, the holidays officially begin this week for Starbucks fans.

According to a release, Starbucks locations in the US will begin serving hot drinks in one of four festive cups decorated with holiday red, Starbucks green, and mood-boosting magenta.

Adding a magenta accent to this year’s design brightens the red and lifts the traditional holiday colors, said Kristy Cameron, Starbucks’ creative director.

There is a different theme and name for each of the four cups. There is also a “ribbon spool” cup that mimics gift wrap ribbons, and a “peppermint swirl” design that mimics peppermint mocha with “swirling waves of color that seem to move.” A “party plaid” design mimics a winter plaid scarf, and the “ribbon spool” design mimics a holiday scarf. Finally, the “bauble wrap” has ornament shapes that create a “bold, mod print, wrapped around the cup at an angle as a play on gift wrap,” according to the company.

With its white print on the plastic, iced drink cups now come with a new design that combines “playful baubles” and “sparkles”.

For the coffee chain, the annual celebration is a tradition that creates excitement among its loyal customers. Sales during the holiday season are important to the coffee chain. Last year, revenues grew 14% compared to the same period last year.

In 1997, Starbucks introduced seasonal cups for the first time. In 2015, the company stirred up controversy by removing “symbols of the season,” such as reindeer and ornaments, and replacing them with a simple red two-toned cup. More festive embellishments, such as ornaments and mistletoe, have been added since then.

It was the 25th anniversary of the tradition last year. Thursday is Starbucks’ earnings report, which could provide a glimpse of what the company expects for holiday sales this year.