"Starbucks unveiled on Wednesday its "Bearista Cold Cup," selling for $29.95. The item sold out within hours, with some customers complaining of people in line shoving one another to stake a claim over the product. Some able to buy the Bearista cup have taken to reselling it online, with many cups going for more than $300-even up to an eye-popping $50,000."
""The excitement for our merchandise exceeded even our biggest expectations and despite shipping more Bearista cups to coffeehouses than almost any other merchandise item this holiday season, the Bearista cup and some other items sold out fast," a Starbucks spokesperson said in a statement to Fortune. "We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused.""
Consumers continued to buy Starbucks' limited 20-ounce teddy-bear-shaped Bearista Cold Cup despite economic worries. The cup retailed at $29.95 and sold out within hours, triggering reports of shoving and long waits, and accusations that some employees bought multiple cups. Resellers listed cups online for more than $300 and in extreme cases up to $50,000. Starbucks apologized, saying demand exceeded expectations even after substantial shipments. The company posted its first same-store sales growth in two years amid CEO Brian Niccol's turnaround, which included cozier seating, a trimmed menu, and AI tools to ease barista workload. Seasonal merchandise spending remained strong.
Read at Fortune
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