Starbucks’ latest holiday merch drop caused immediate backlash after its new Bearista Cold Cup, a 20-ounce, bear-shaped tumbler, sold out almost instantly on November 6.
The $22.95 collectible was heavily promoted on the company’s social media, leading to a surge in demand that many customers say wasn’t met in stores.
Fans claim that some Starbucks locations only received one or two Bearista cups per store, while others alleged employees bought them before doors even opened. The rapid sellout left customers frustrated, with many taking to Reddit, Instagram, and TikTok to vent.
In a statement to People, Starbucks confirmed the demand “exceeded even our biggest expectations,” and apologized for the lack of availability. The company said it shipped “more Bearista cups to coffeehouses than almost any other merchandise item this holiday season,” but did not specify average store allotments.
Customer complaints over Bearista Cold Cup rollout
Online, customers called the launch “poorly handled” and “unfair,” with some claiming they waited outside stores only to watch employees purchase the cups first. One Reddit user said their local store “received ONE” cup, while another alleged staff told them “employees get first dips.”
“Not cool marketing Starbucks to only have 1-2 at each store and allow your baristas to buy them before customers. You should have had additional stock for your baristas and at least 10-20 for each store,” one user commented on Starbucks’ Instagram account.
Some of those who did manage to get their hands on the Bearista cup have listed them for sale on eBay, with some of them going for outrageous prices.
The $23 item has sold for between $220 and $360 through various eBay listings.
Starbucks has not clarified its employee purchasing policy for limited-edition merchandise, but said more holiday items are on the way.
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