International Coffee Day (also known as Coffee Day or National Coffee Day) is an annual event observed on September 29 in a handful of countries for the celebration and enjoyment of the popular beverage coffee. This day is also used to promote fair trade coffee and to raise awareness for the plight of the coffee growers. On this day, many businesses around the world offer free or discounted cups of coffee. Some businesses share coupons and special deals with their loyal followers via social networking. Some greeting card companies sell National Coffee Day greeting cards, as well as free e-cards to help celebrate the occasion.