In the U.S., the Friday following the Thursday Thanksgiving holiday is considered the official start of the Christmas shopping season. Many retailers open their doors at midnight to huge crowds waiting impatiently for deep discounts. Wishing to provide a novel offer to those venturing into the cold that evening, RaceTrac planned to offer free coffee at their stores starting at midnight. This TV spot — the first the company had ever done in its 75+ years of existence — aired the week of Thanksgiving.