Starbucks Snoopy cup resells for US$200, showing the power of merchandise drops
F&B chains are increasingly putting out limited-edition merchandise to reel in customers
Starbucks’ exclusive Snoopy glass cup is reselling for up to five times its retail price, showcasing the company's strategy of using limited-edition merchandise to drive customer traffic. The $39.95 cup, featuring Snoopy in an orange beanie and scarf, sold for as much as $200 on the resale platform StockX. The limited run of Peanuts-themed merchandise launched at select stores on Tuesday, with a restriction of two cups per customer.
The cup trended highly in US searches over the past 24 hours, indicating a surge in consumer interest. This trend is part of Starbucks CEO Brian Niccol’s plan to revive the brand's cultural appeal as sales have declined. Similar tactics have been employed by other food chains, such as Chipotle's golf-club headcover selling out in three hours and McDonald's viral Bearista cup selling for $136 on StockX.
While limited-edition merchandise can generate short-term sales spikes, it may not lead to sustained growth.
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