Earlier this evening, I was having coffee with my long-time friend Jay. While waiting in line to place my order, the barista asked me if I was collecting stickers for the planner. In that moment, a wave of nostalgia hit me, and memories from the past came flooding back.
There’s something about Starbucks and the Christmas season that feels inseparable. Back in the day, when I was still an ordinary office worker, coffee was already a big part of my life. Starbucks, in particular, became a go-to spot—not just for the coffee, but for the experience. And as soon as they started offering those coveted planners in exchange for stickers, I knew Christmas was around the corner.
I clearly remember the early 2000s when I first heard the Starbucks planner promo. It felt like such a big deal. Having one was like a status symbol. People would flock to Starbucks just to collect those stickers. I even had officemates who couldn’t wait for the year to end—they’d already start using their planners by November, proudly showing them off at the office like trophies.
But the journey to complete those stickers wasn’t always smooth. Losing your sticker stub? Heartbreaking! I’ve been there. Back then, Starbucks only allowed one stub per person, so every sticker mattered. Eventually, they made it easier by allowing two stubs, and that made sticker collection a bit more flexible.
I have so many memories tied to those planners. There were times I’d spend more than I should just to complete my stickers. Coffee after coffee, all for that planner! I even gifted one to my mom once. When I finally got my planner, I’d pass my extra stubs to friends, and sometimes, we’d take turns filling up one stub for whoever needed it most. It became a sort of bonding moment among friends.
Then there were the lengths people went to get these planners. Some would buy them outright from ad sites like Sulit which became OLX. I even joined a Facebook raffle once where someone was giving away their planner—but I didn’t win.
I guess the obsession made sense because I’ve always loved planners. Even back in college, I used one religiously. There’s something nostalgic about flipping through pages, scribbling notes, and sticking little mementos like tickets or photos. It’s like holding a tangible version of your memories. Sure, you could buy a planner from National Bookstore, but the Starbucks planner felt different. It carried this air of exclusivity and a touch of “social status.”
However, as the years went by, my enthusiasm waned. There were years when I’d get the planner but hardly use it, which felt like a waste. I also started leaning more toward digital tools like Palm Pilots back in the day, and later, smartphones with apps like Google Calendar and Microsoft To-Do. Digital tools made planning so much more convenient—no extra weight in your bag, and everything could be backed up. If you lost a planner, your records were gone forever, but with apps, you could sync and recover them anytime.
Now, I don’t feel the need to collect stickers anymore. I still enjoy my Starbucks coffee regularly, but the promo no longer motivates me. Just today, when the barista asked if I was collecting stickers, I said no. But I didn’t want the sticker to go to waste, so I turned to the woman behind me and asked if she was collecting. She said yes, so I gave her my sticker. Her smile and “Merry Christmas” made my day.
I guess I’ve “graduated” from the sticker craze. But every time I see people eagerly collecting, it makes me smile. It reminds me of my younger days and how much fun it was to be part of the Christmas chaos. In a way, Starbucks planners will always be a nostalgic part of my holiday memories.
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