National Coffee Day!

National Coffee Day (USA) is on September 29.

I've missed the mark this year (I was out enjoying the coffee), but there will be others.  If you don't live in the USA, do you have a designated Coffee Day?  If you do live in the USA, were any local cafés celebrating?

Is that just a gimmick dreamt up by Starbucks to sell more coffee? What is the purpose of National Coffee Day?

"While the exact origin of International Coffee Day is unknown, many countries around the world participate in this event. International Coffee Day was promoted in Japan by The All Japan Coffee Association (全日本コーヒー協会), and first celebrated in 1983."

"This day is also used to promote fair trade coffee and to raise awareness for the plight of the coffee growers."

http://en.wikipedia.org/wiki/International_Coffee_Day

Is September 29 still National Coffee Day?? If so, are any cafe's or restaurants observing the day?