When Starbucks launched its 2025 festive collection, the Bearista Cold Cup quickly became the centre of attention. The bear-shaped glass tumbler, priced at about £23 (US$29.95), sold out across the United States within hours of its 6 November release.
By the following morning, resellers were listing the limited-edition cup for up to £235 (US$300) on eBay, nearly a 900 per cent increase on its original price. The surge sparked frustration among customers who missed out, as well as a broader debate about scarcity marketing and the growing resale culture around branded merchandise.
