The holidays are coming early to Starbucks.
Chief Operating Officer Rosalind Brewer says the company really listened to customers this season to build holiday plans, which include less merchandise, a reusable red cup and an earlier release of its holiday cups and beverages.
"We were reminded just how much our base enjoys the holidays and wants to seek out ways to participate in the season with us. It triggers positive emotions in their minds during the season, and we know we have the opportunity to invoke something special in our customers," Brewer told CNBC.
Store merchandise will feature an assortment of gifts under $20, Brewer said, with many items exclusive to the Starbucks brand.
"We have learned a lot," she said of assessing last year. "Less is more."
Last year, the company has said, sales were hampered by holiday beverages and merchandise that failed to draw in customers. By offering fewer retail items at lower prices, Starbucks hopes to encourage more customers to shop in its cafes.