Nothing says “Merry Christmas” or “Happy holidays” like a fresh cup of Starbucks (NASDAQ:SBUX) coffee, right? That’s what Americans seem to think, at least. The coffee giant announced this week that one in every 10 American adults received a Starbucks Card last holiday season, and now the company is gearing up for its busiest card activation day of the year: Thursday, December 19.
Sure, the Thursday before Christmas doesn’t have a fancy title, but Starbucks still celebrates it. According to StreetInsider.com, it’s the busiest day of the year for Starbucks Card sales. Last year, more than 2 million Starbucks Cards were purchased in the United States and Canada on the Thursday before Christmas, representing nearly 1,500 cards purchased per minute in the two countries.
Twelve months later, the company is expecting no less. Increased drink offerings, sustained Starbucks popularity, and a National Retail Federation forecast that predicts eight in 10 shoppers will purchase a gift card this holiday season seem like a recipe for success for Starbucks executives, and no one recognizes it more than them.
Adam Brotman, chief digital officer of Starbucks, said in a press release: “[W]e’re on track for another record performance in Starbucks Card sales, as we celebrate our 13th year of offering Starbucks Cards. We are predicting that this Thursday and next Monday, Dec. 23, will be our busiest days for Cards sales.”