Quick answer: Plan coffee shop marketing around seasons and a few key dates: January loyalty and gift card redemption, February Valentine's specials, spring flavors in March, the iced-drink ramp in April and May, summer cold menus, back-to-school in August, National Coffee Day on September 29, fall flavors, and the holiday season starting in November. Order seasonal cups, syrups and merch one to three months before each push.
Key takeaways
- Each month gets one main theme. Don't run five promotions at once.
- Order supplies ahead: printed items need the most time.
- Use slow months for loyalty and regulars.
- September 29 is National Coffee Day.
The calendar
| Month | Main theme | Key dates and ideas | Order ahead for |
|---|---|---|---|
| January | Loyalty and regulars | Gift card redemption, "new year" lighter drinks | Spring flavors |
| February | Valentine's | Pink or chocolate specials, couples' offers | Spring cups/sleeves |
| March | Spring menu | Lavender, honey, floral flavors | Iced cups and lids |
| April | Iced season ramp | Cold brew launch, iced matcha | Summer volume |
| May | Mother's Day, graduation | Gift bundles, catering | Summer merch |
| June | Summer cold menu | Lemonades, refreshers, frappés | Fall cups and syrups |
| July | Peak cold | Happy hour on iced drinks | Pumpkin season |
| August | Back to school | Teacher/student offers, catering | Holiday printed cups |
| September | Fall launch | National Coffee Day, Sept 29; fall flavors | Holiday merch |
| October | Fall peak | International Coffee Day (Oct 1), Halloween | Holiday syrups |
| November | Holiday launch | Holiday menu, gift cards, corporate gifting | January supplies |
| December | Holiday peak | Gift bundles, last-minute gift cards | Spring planning |
Match marketing to demand patterns
Most coffee drinking happens early, and the afternoon is the opportunity: only about 22% of past-day coffee drinkers have coffee in the afternoon. Use promotions like afternoon happy hours, non-coffee specials and pastry pairings to fill the gap.
Gift cards: the bookends of the year
Holiday gift cards bring new customers in January when they're redeemed. Federal rules require gift card funds to stay valid for at least five years, and dormancy fees are tightly limited, so keep your terms simple and customer-friendly. Plan a January "welcome" offer for first-time gift card users.
Planning tips
- One theme per month keeps your message clear.
- Batch content: photograph seasonal drinks once and use the photos all season.
- Line up supplies: see our ordering calendar and holiday drink menu guide.
- Plan merch drops around November and your anniversary; see our holiday merch guide.
Order seasonal branding on time
Seasonal cups, sleeves, stickers and merch from Affogato Bean come with design help included, so your calendar shows up on every cup. See products or request samples.
Frequently asked questions
When is National Coffee Day?
National Coffee Day in the U.S. is celebrated on September 29 each year, and International Coffee Day is October 1.
When should a coffee shop plan its holiday menu?
Plan in late summer, order seasonal cups and merch in early fall, and launch in early to mid November. Printed items need the longest lead times.
What should a coffee shop promote in January?
January is great for loyalty programs, gift card redemption, healthier or lighter drink options, and reminders to regulars after the holiday rush.
Sources
- StoneX, “Coffee Remains America's Favorite Beverage, NCA Report Finds.”
- Federal Reserve Board, “Federal Reserve Issues Final Rules on Gift Cards.”
Sources checked October 2026. Statistics are reported as published by each source.