Starbucks’ latest seasonal release has stirred as much excitement as the festive drinks themselves. The 2025 holiday collection includes a standout item: a 20-ounce glass cup shaped like a teddy bear wearing a green beanie. Retailing at $29.95, the piece has become a hot ticket, with listings on resale marketplaces like eBay already reaching hundreds of dollars. What began as a fun holiday merchandise line has quickly morphed into a frenzy of demand, limited supply, and secondary-market markups.
Design and Launch of the Bearista Cup
The Bearista Cold Cup is a 20-ounce clear glass vessel shaped like a teddy bear wearing a Starbucks-green knit beanie and paired with a striped reusable straw. The cup officially launched in Starbucks stores on November 6, 2025, as part of the brand’s holiday drinkware and merchandise collection. The name “Bearista” plays on the word “barista,” linking the festive collectible to the Starbucks experience in a playful manner that quickly won over fans of the brand.
Retail Pricing and Immediate Demand
At launch, the Bearista cup was priced at $29.95 in stores. Its charming design and limited-edition nature sparked immediate interest, with lines forming early and many locations selling out rapidly. Many fans posted on social media that their local store received only a few units, amplifying the perception of scarcity. The combination of exclusivity and adorable design turned the cup into a must-have holiday collectible, fueling an even greater rush of customers eager to get their hands on one before supplies ran out.
Resale Market Surge
Despite its modest retail price, the Bearista cup quickly appeared on resale sites at significantly higher prices. Listings on eBay reached between $150 and $300 shortly after launch, and some sellers even claimed higher numbers, though the accuracy of these sales remains unclear. The surge reflects how a cute, limited-edition item from a major brand can quickly transform into a collectible asset. It highlights how consumer excitement, scarcity, and the power of online buzz can turn an everyday object into a luxury resale commodity.
Brand Response and Supply Realities
Starbucks acknowledged that demand for the Bearista cup exceeded even their biggest expectations and explained that despite shipping more Bearista cups than nearly any other holiday item, many stores still sold out within hours. The company apologized to customers who were unable to purchase the cup. Reports suggest that stocking per location was limited, which added to the frenzy and encouraged resellers to take advantage of the short supply. This situation demonstrates the challenges brands face when balancing hype with product availability.
Broader Holiday Merchandise Strategy
The Bearista cup is part of Starbucks’ 2025 holiday merchandise drop, which includes 12 festive items: one cold cup (the Bearista), six tumblers, and five mugs featuring holiday motifs like gingerbread cookies, bows, puppies, poinsettias, and plaid-inspired patterns. The collection is timed to launch alongside Starbucks’ holiday drink and bakery menu, blending design, nostalgia, and the festive spirit. This strategy taps into the appeal of collectible branding while reinforcing the emotional connection between customers and the Starbucks holiday tradition.
Implications for Collectors and Consumers
For collectors, the Bearista cup showcases how brand merchandise can evolve into sought-after collectibles almost overnight. A $30 retail item becoming a $300 resale listing illustrates the influence of design, scarcity, and social media trends. For general consumers, it raises questions about access, pricing fairness, and the growing influence of resale culture. The Bearista phenomenon also serves as a reminder to act fast during product drops and highlights how consumer behavior can shape the value of limited-edition items.
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