It Only Happens Once a Year
Many coffee shops have specials and even free coffee - check it out. There are coffee contests, and many new coffee products out now including coffee candy. Coffee recipes are floating all around the net too.
Actually, the date is not exact. There are various dates, depending on what country you are in. Some use September 29, some October 1. For a complete list, read the full Wikipedia article.
We like to think every day is 'coffee day'. To have fun with this idea, we have a new mug for sale!