SEATTLE – While Starbucks caters to the upscale coffee drinker and Dunkin’ Donuts serves the average Joe, both companies are looking surprisingly similar this holiday season as each attempts to capture a bigger piece of the $10 billion premium coffee business, USA Today reports.

Both serve fancy drinks packed with sugar and offer holiday flavors, such as gingerbread and peppermint. Both also allow customers to purchase customized gift cards. And this year, both have bought television advertisements to boost their brand.

For the first time, Starbucks has a national TV campaign, an animated series of ads that encourages people to “spread the cheer.”

“They’re charming and poignant,” said Brad Stevens, Starbucks vice president of marketing. “We wanted to create that emotional connection with the customer and associate Starbucks with a positive feeling.”

Dunkin’ Donuts television ads feature food celebrity Rachael Ray, who exudes peppy energy. “We’re for the people who lead very busy lives, with places to go and things to get done,” said Frances Allen, brand marketing officer for Dunkin’ Donuts. “Our customers are not really there to sit and relax and read a newspaper and spend an hour over latte.”