"Christmas Comes Early"... Year-End Cake Battle Kicks Off

Winter cakes and drinks launch earlier than usual
Preorders kick off a fierce battle for the "peak season"

Coffee chains and confectionery companies have kicked off their seasonal sales earlier than usual ahead of the Christmas and year-end holiday rush. As they begin selling Christmas and year-end beverages while also opening cake preorders earlier, they are locked in fierce competition for consumers during the winter peak season.

According to industry sources on November 7, Starbucks will begin taking preorders on November 12 for Christmas whole cakes sold at its stores. Compared with last year, the preorder period is starting about two days earlier. Last year, Starbucks sold 19 products, its largest lineup ever. This year, it plans to expand its selection of whole cakes and unveil cakes featuring Christmas and year-end themes, such as trees and snowmen, soon.

As it did last year, Starbucks is collaborating with Josun Hotel on a cake this year. The Josun Deli Noel Tree Cake will be available for preorder from November 12 to 19, with sales possibly ending early due to limited quantities. The cakes can be picked up from December 19 to 25. Customers who purchase one will also receive a Santa Bearista candle. Last year, the Josun Deli Noel Tree Cake sold out just 20 minutes after orders opened.

The Josun Deli Noel Tree Cake, launched in collaboration with Starbucks and Josun Hotel. Photo courtesy of Starbucks Korea.

Since October 29, Pascucci has been accepting cake preorders for the Christmas season under the theme "The Miracle." In collaboration with Cafe Swarovski, operated by crystal lifestyle brand Swarovski, it is offering the Crystal Swan cake for preorder. The cake features white chocolate mousse coated with vanilla glaze, crystal lemon jelly, and a pink swan-shaped chocolate emblematic of Swarovski. The company is also offering five other seasonal cakes and has released the Crystal Swan Mug as a limited-edition seasonal item.

Ahead of the period when demand for cakes surges, including Christmas and year-end, confectionery companies and coffee chains have recently been taking cake orders in advance to manage demand. As companies unveil elaborate year-end seasonal cakes before winter arrives, preorders have effectively become the main battleground for competition.

Tous les Jours will begin taking preorders on November 11, while A Twosome Place will start in mid-November. Paris Baguette and Baskin-Robbins have yet to set dates, but plan to announce their products and preorder schedules soon. Tous les Jours and A Twosome Place, among others, also plan to launch major marketing campaigns for the winter season featuring actor Lee Do-hyun and Wonhee of girl group ILLIT, respectively.

A Twosome Place has been selling four seasonal drinks since the 31st of last month to mark the holiday season. Courtesy of A Twosome Place.

Companies are investing so much effort in preorders because they clearly help boost sales. According to A Twosome Place, since it introduced a holiday-season cake preorder program in 2023, preorder sales rose 42% year over year in 2024 and 5% last year. Total cake preorder sales also increased by 33% in 2024 and 13% last year. Among the most popular holiday cake preorders last year, A Twosome Place's signature Strawberry Chocolate Fresh Cream Cake, known as "Sseuchosaeng," ranked first. An A Twosome Place official said, "A new lineup of Sseuchosaeng cakes is also scheduled to be released this year."

Coffee chains have also launched their year-end seasonal beverages earlier than last year, along with their cakes. Starbucks kicked off its Christmas season on October 21, beginning sales of winter beverages and food, including the Toffee Nut Latte and Classic Vin Chaud Hibiscus Tea. Starbucks has been moving up the launch of its Christmas drinks over the past three years. After bringing the launch forward by one day, from November 1, 2024, to October 30, 2025, it began sales this year about 10 days earlier.

A Twosome Place also moved up the start of its holiday beverage sales by a week, from November 6 last year to October 31 this year. For this holiday season, it is offering four beverages, including its signature winter drink, Winter Vin Chaud.

An industry official said, "Christmas and the year-end season are a peak period when companies concentrate their sales. This year, the season seems to be starting even earlier. Companies begin preparations in the summer and have entered the full swing of business, so competition gets fiercer every year."

This content was produced with the assistance of AI translation services.