New York CNN —For fervent fans of Starbucks, the holidays officially kick off this week with the arrival of its seasonal cups. Beginning Thursday, customers at its US locations will have their hot drinks served in one of four festive cups that are “clad in holiday red and Starbucks greens and a mood-boosting magenta,” according to a release. Holiday sales are important for the coffee chain: Last year, revenue grew 14% compared to a similar time period the year before, according to the company. Starbucks first rolled out seasonal cups in 1997. Starbucks reports earnings Thursday, perhaps providing a glimpse of what it expects this year’s holiday sales to be.

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Persons: ”, Kristy Cameron Organizations: New, New York CNN, Starbucks Locations: New York