How a Starbucks Glass Bear Turned into a $1,000 Craze

This month, Starbucks launched the “Bearista Cold Cup,” a limited-edition glass bear wearing a beanie, priced at $29.95.

The cup was meant to spread holiday cheer, but within hours, it became a national spectacle. Lines formed before sunrise, stores ran out before opening, and social media exploded with videos of arguments and chaos.

Some outlets reportedly received only a handful of cups, fueling scarcity and resale frenzy. By Friday, listings on eBay and Mercari pushed prices past $1,000 — transforming a coffee-chain collectible into a speculative asset.

Starbucks later apologized, saying excitement “exceeded expectations,” yet the incident exposed a larger shift in brand culture: from cozy coffeehouse vibes to scarcity-driven hype.

Under CEO Brian Niccol, the company is trying to rebuild consistency after turbulent years, but the Bearista episode shows how marketing and consumer mania now intertwine.