Bearista Cold Cup Sell-Out Sends Resale Prices to $1,000
Starbucks’s limited-edition 20-ounce Bearista Cold Cup, priced at $29.95, released on November 6, sold out before openings, sparking social media outrage and store confrontations. Resale prices surged to $1,000 as CEO Brian Niccol’s 'Back to Starbucks' strategy grapples with demand, inventory management, while revenue grows 5% to $9.6 billion.
1. Viral Sell-Out of Bearista Cup
Starbucks launched the 20-ounce Bearista Cold Cup, shaped like a teddy bear in a beanie, on November 6 as part of its 2025 holiday collection. Priced at $29.95, the cup sold out before store openings in many locations, leading customers to camp out overnight and sparking heated exchanges in lines and parking lots.
2. Resale Market Frenzy
Following the sell-out, resale listings for the Bearista Cold Cup jumped from the original $30 to as much as $1,000 on secondary marketplaces. This surge highlights the collectible’s transformation into an investment asset and underscores the power of scarcity-driven demand.
3. Inventory Challenges Under 'Back to Starbucks'
Starbucks reports it shipped more Bearista cups than almost any other holiday item, yet supply still fell short of overwhelming demand. The incident places pressure on CEO Brian Niccol’s 'Back to Starbucks' plan to balance reliable store experiences with hyped merchandise rollouts, even as overall revenue rose 5% to $9.6 billion.
4. Outlook for Merchandise Strategy
In response to the uproar, Starbucks has promised more 'exciting merchandise' later this season, though details remain sparse. Moving forward, the company faces the task of calibrating inventory to meet FOMO-driven demand without undermining its neighborhood coffeehouse reputation.