When coffee giant Starbucks launched limited time Bearista cups both consumers and baristas could bear-ly handle the frenzy.
Starbucks launched its holiday collection on Nov. 6 at 5 a.m. sending fans into a buying craze. Nestled within the lineup was the star of the show: a 20 oz glass bear-shaped cup topped with a green Starbucks beanie priced at $29.95.
What’s special?
Bear cups aren’t new to Starbucks shelves. Internationally, especially in Asia, these glass bear tumblers have been out for about three years, debuting in Japan, South Korea and China with different costumes and seasonal themes.
This year’s U.S. debut, however, carried an unmatched novelty factor. Much like an Hermès Birkin bag, the exclusivity of the Bearista cup created instant desire. Starbucks teased the release on social media on Nov. 5, fueling anticipation nationwide.
Cups around Madison
Distribution was uneven across the country, with some stores receiving none and others only a handful. In Madison, the scarcity was striking. According to information provided to The Daily Cardinal by local Starbucks location employees, the State Street store received 2 cups, the Capitol Square store received none and the Smith Starbucks received 2 cups.
That’s just 4 cups total within a two-mile radius, making sightings of the Bearista cup almost mythical.
The rage
Customers lined up outside cafés hours before opening, braving the cold fall weather for a chance at the $30 glass cup.
Fueled by TikTok hype, the craze escalated nationwide. Videos surfaced of adults physically fighting in New Jersey, with cups shattering in the chaos.
Adding fuel to the fire, customers accused employees of buying cups before the public had a chance. One viral TikTok showed a barista purchasing a bear cup while customers waited outside.
A top comment read:“Get in line like everyone else.”
The resale frenzy
For the lucky few who snagged a cup, resale became a jackpot. Listings on Craigslist, eBay and Facebook Marketplace skyrocketed from $200 to over $2,000.
One $190 listing drew 52 bids in just 24 hours, proving the demand was relentless.
Starbucks’ PR challenge
The chaos left Starbucks facing backlash over poor distribution and employee access. Yet, the company seems poised to weather the storm.
Starbucks continues to roll out collaborations and promotions to keep customers engaged including the Roller Rabbit x Starbucks collection featuring four tumblers, a Hello Kitty line with plushies, tumblers, mugs and keychains and Red Cup Cay on Nov. 13, which offered a free reusable holiday cup with the purchase of a seasonal drink.
While these drops keep consumer excitement high, baristas are feeling the strain. Exhausted and underpaid, they face long lines, endless product pushes and increasingly impatient customers.
Recently on Nov. 13, Starbucks workers across over 40 U.S. cities went on strike which was dubbed, “The Red Cup Rebellion.” Their union, Starbucks Workers United, states this may be their longest work stoppage in company history if the employee demands for better wages and benefits are ignored.
A final sip
The Bearista cup craze highlights the double-edged sword of viral marketing: exclusivity drives demand, but scarcity breeds chaos. Starbucks may recover through its steady stream of collaborations, but the question remains — how long can baristas bear the weight of this consumer frenzy?
