Starbucks Snoopy cup resells for $254, showing the power of merch drops

Seattle-based Starbucks has found success in reselling exclusive merchandise, with its Snoopy glass cup fetching up to five times its retail price. The cup, adorned with Snoopy wearing an orange beanie and scarf, sold for up to US$200 (S$254) on StockX, despite being advertised at US$39.95. Part of a limited-time Peanuts merchandise run launched on September 15, the cup is part of Starbucks' strategy to boost customer traffic and loyalty, as chief executive Brian Niccol seeks to revitalize the brand.

The cup's popularity is evident in its surge in searches on Google Trends and social media, with customers willing to pay a premium for the item. Starbucks is not alone in leveraging merch drops to generate one-time sales; other brands like Chipotle and McDonald's have also experimented with limited-edition products, with mixed results.

While these drops can create a buzz and drive sales, they may not lead to sustained growth, as companies like McDonald's caution. Starbucks' limited-edition merchandise has helped restore its cultural appeal, contributing to a nearly 15% increase in its share price in 2026.