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

Starbucks is ready to ring in the holidays on Thursday by giving away free, reusable holiday-themed cups to its customers. The theme of this year’s Red Cup Day is “merrier together” in recognition of the sense of community the holidays bring.

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.