Everything under the sun seems to have its day, so on Monday, take some time out from that busy day to celebrate the bean, as in coffee bean. It's National Coffee Day in the U.S.. Coffee lovers everywhere are celebrating much like they do all day every day: by drinking coffee.

More than 60 percent of all Americans drink at least a cup of coffee daily, according to the annual National Coffee Association drinking trends survey, with gourmet coffee being the bean of choice for one-third of all adults surveyed, up from 18 percent since 2013.

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National Coffee Day is all about celebration and marketing. Numerous national coffee sellers are staging promotions, many of which involve the best possible come-on, i.e. free, or greatly reduced in price coffee.

Dunkin Donuts is giving away free medium cups of hot dark roast. They're tweeting about it and serving all Monday. Krispy Kreme is giving away small coffees while selling mocha, latte and iced coffee at the reduced price of $1.

Mickey D's, or McDonald's for the uninitiated, got the jump on the "holiday," by giving away free small coffees for two weeks. Monday caps off the promotion with last call on that free java.

Recently bought by Mickey's arch-rival Burger King, Tim Horton's is going the extra mile offering a scavenger hunt for golden envelopes with gift cards and more than $9,000 in cash as prizes.

With apologies to Willie Wonka and the Chocolate Factory, Tim Horton's golden (coffee) tickets consist of $25 stuffed in envelopes strategically placed around stories in Detroit and Grand Rapids, Mich.; Rochester and Buffalo, N.Y.; and Columbus Ohio. Clues were posted on the chain's social media outlets pointing the way to the magic envelopes.

Starbucks, of course, also got into the act with free Anniversary Blend samples offered at its stores.

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