The highly-anticipated red cup promotion at Starbucks is back.Every year, the coffee conglomerate celebrates the cold-weather season with a special deal offered to customers who place certain holiday-themed orders.

"Red Cup Day," a favorite Starbucks holiday tradition that offers customers free reusable cups, takes place this week -- but there's a catch.

Holiday drink season has arrived with cafes and restaurants across the country now serving peppermint, gingerbread and cookie-flavored beverages in "red cups." Why it matters: Businesses are capitalizing on holiday cheer to create a buzz and drive sales.