It’s no secret that the last third of the year is a crucial time at Starbucks. In recent years, it’s been deploying the Pumpkin Spice Latte even before autumn leaves turn color in many places.
It follows the PSL with a full lineup of holiday drinks as well as its giveaway of reuseable red cups.
But along with the specials, Starbucks this year has been able to post a sustained increase in traffic, boosted by an eye-popping performance on Black Friday.
Through Dec. 1, Starbucks traffic for 2019 rose 2.6 percent from the first 11 months of 2018, according to Placer.ai, which tracks customer activity.
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On Black Friday alone, Starbucks traffic rose 54.2 percent, compared with the average for the previous 12 months.
While weary shoppers may have been in need of a caffeine fix, traffic at Dunkin’ Donuts rose 7 percent that day compared with its average, Placer.ai says.
Its chart of Starbucks traffic over the past two years shows that it has experienced good traffic at the end of the year, followed by declines for several months until around March.
Then, sales climb again, sometimes leveling off in summer until the PSL makes its appearance.
But, Placer.ai says Starbucks is showing an ability to sustain and grow sales with new drink concepts and a focus on spurring sales during slower times.
Starbucks also strategically deploys contests like its current promotion, Starbucks For Life, which I wrote about last year. (Yes, I’m just as intrigued by it in 2019.)
Starbucks has placed a specific emphasis on growing its afternoon business, through deals such as its Happy Hour, when customers can get two-for-one drinks, and double star days for members of its Rewards program.
You may have noticed that drive-thru lines lately are just as long in the afternoon these days as they are on some mornings.
This is the final big shopping weekend before Christmas, so if your plans include refueling at Starbucks, you may run into a wait.
Be patient, bring your red cup of you have one, and smile at your barista. They’re scurrying to keep up.
Source: Forbes