“The advent calendar is a way to discover and try launches or established brands,” says Jenni Middleton, the director of beauty at trend-forecasting agency WGSN.

According to a new report from trend forecasting company WGSN, this value-driven consumer is one of three new consumer profiles to consider when engaging with customers.

Starbucks was targeting the social-media-using millennial with disposable income, said Kara Nielsen, director of food and drink at trend forecasting company WGSN. While this marketing strategy is a popular tactic, Nielsen said, it was especially enticing to young adults who would post pictures of themselves enjoying the PSL on social media.