Quick answer: Plan Valentine's Day specials about six weeks out and announce them two weeks before February 14; plan Mother's Day (the second Sunday in May) on the same timeline in late March. Build two or three drinks from ingredients you already stock plus one seasonal flavor, add a gift-friendly bundle (drink + pastry box, mug or gift card), order packaging early, and promote the bundle more than the drinks.
Key takeaways
- Six weeks out: pick drinks and order packaging. Two weeks out: announce.
- Keep it to two or three drinks built on what you already stock.
- These are gifting days. Bundles, gift cards and merch matter as much as drinks.
- Mother's Day is a busy brunch-time Sunday. Staff and prep accordingly.
Why these two days matter
Valentine's Day and Mother's Day are less about caffeine and more about gestures: a drink for a partner, a pastry box for the office, a gift card or mug for mom. That's good news for cafés, because gift purchases carry bigger tickets than a single latte. Customers also love to customize; 77% of consumers say they want to customize their drinks at convenience stores, and seasonal specials give them a reason to try something new.
The planning calendar
| When | Valentine's Day (Feb 14) | Mother's Day (2nd Sunday in May) |
|---|---|---|
| 6 weeks out | Choose drinks, test recipes, cost them | Choose bundle and gift items |
| 5 weeks out | Order syrups, toppings, seasonal cups, stickers, pastry boxes | Order mugs, tumblers, gift card stock, pastry boxes |
| 4 weeks out | Design signage and social graphics | Line up a pastry partner or plan bakery production |
| 3 weeks out | Set up POS buttons and modifiers | Open pre-orders for pastry boxes |
| 2 weeks out | Announce menu in store and online | Announce bundles and gift items |
| 1 week out | Final push: "order ahead for the office" | Final push: "pre-order by Thursday" |
| Day of | Extra prep, photo-friendly drinks | Extra staff for the morning rush |
For the rest of the year, plug these into our coffee shop marketing calendar.
Valentine's Day drink ideas
- Raspberry mocha: chocolate sauce plus raspberry syrup, topped with whipped cream
- Rose vanilla latte: a light floral note with vanilla, dusted with dried rose petals if your local rules allow
- White chocolate strawberry iced latte with pink cold foam
- "Share" size: two smaller drinks with a pastry for a set price
Cold drinks deserve a slot even in February. In the latest NCA survey, 21% of past-day coffee drinkers had a cold coffee, and among younger customers the share is much higher.
Choose syrup or sauce based on texture and how fast your bar needs to move; see our syrup vs. sauce guide. Keep new flavors to one or two so bottles don't expire on the shelf after February.
Mother's Day ideas
- Mom's brunch bundle: two drinks + a pastry box at a set price
- Gift mug or tumbler filled with a drink, or with a gift card tucked inside
- Lavender or honey latte for a spring flavor
- Pre-ordered pastry boxes for family gatherings
Packaging and merch tie-ins
Seasonal details make the gesture feel special, and they show up in customers' photos:
- Seasonal sleeves or stickers on your standard cups (cheaper than a full seasonal cup run)
- Pastry boxes sealed with a branded sticker; see our pastry packaging guide
- Branded mugs and tumblers as gifts; see our custom tumblers guide
- Gift cards at the register with a small display
If you sell gift cards, remember that federal rules generally require funds to remain valid for at least five years, and some states add their own requirements.
Pricing seasonal specials
Seasonal drinks can carry a premium for the extra ingredient and the experience. Cost each recipe, including toppings and any special packaging, with our cost per drink guide. For bundles, price at a small discount to buying items separately, but protect your margin on the pastry and the drink.
How to promote
- Lead with the gift, not the drink: "Order the office a Valentine's pastry box."
- Show the drink in a photo, in your branded cup.
- Email and social posts two weeks and one week out.
- Counter signage near the register for gift cards and merch.
- Thank-you note in pre-ordered boxes with a loyalty card.
After the holiday
Record what sold, what you threw away and which packaging ran short. Next year's plan starts with this year's notes. For the year-end holidays, see our holiday drinks menu guide and holiday merch guide.
Make the gesture look the part
Affogato Bean prints branded sleeves, stickers, pastry boxes, mugs and tumblers with design help included, so your seasonal specials look as good as they taste. See products or talk to us about timing.
Frequently asked questions
When should a coffee shop start planning Valentine's Day specials?
Start about six weeks out, in early January: choose drinks, order ingredients and packaging, and set up the POS. Announce the menu about two weeks before February 14.
What are good Valentine's Day coffee drinks?
Popular directions include raspberry or strawberry mochas, rose or vanilla lattes, white chocolate drinks and pink cold foam on iced drinks. Build them from ingredients you already stock plus one or two seasonal additions.
How should cafés plan for Mother's Day?
Mother's Day is the second Sunday in May. Plan gift-friendly items such as drink-and-pastry bundles, gift cards, branded mugs and tumblers, and pre-order pastry boxes, and staff up for a busy weekend morning.
Sources
- NACS Magazine, “Big Business (Still) at the Beverage Bar.”
- The Shelby Report, “Coffee Trend Survey: Specialty Hits Record, Grocery Share Slips.”
- Federal Reserve Board, “Federal Reserve Issues Final Rules on Gift Cards.”
Sources checked October 2026. Statistics are reported as published by each source.