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Starbucks holiday menu launches Nov. 6. Photo: Courtesy of Starbucks

Starbucks and Dunkin' are unwrapping their holiday menus this week — with nostalgic flavors, new merch and a "Wicked" movie tie-in designed to brew buzz.

Why it matters: The coffee giants are kicking off their most profitable stretch of the year, banking on limited-time drinks and collectible cups to keep customers coming back.