The Starbucks card is the most ‘gifted’ item in America.
Last December, 1 in 10 adults received one as a holiday gift. This season, the company expects it will be closer to 1 in 5. And then there’s the Starbucks Metal card. For the second year in a row Starbucks is rolling out an ultra-limited edition gift card just in time for holiday giving. For the low, low price of $450 the card gets you $400 worth of coffee.
That’s not a typo. $450 gets you a card preloaded with $400 in store credit. Oh, and you also get a gold-level Starbucks card membership, a frequent buyer perk that gets you some freebies like drink refills and a birthday frappuccino, but those benefits are already free to regular customers who sign up for the My Starbucks Rewards program. Still, they plan to sell 1,000 of the cards through the luxury goods website Gilt.
Why stop at 1,000? Did they forget that there’s one born every minute?
Starbucks calls it the Metal Card and it really is made of metal. Watching someone pay for coffee with a slab of etched steel is a little like seeing Fred Flintstone buying his brontosaurus burgers with a stone credit card issued by the Bank of Bedrock. Conspicuous? You bet. Isn’t that the point? Last year’s Metal Cards sold out in less than a minute and then immediately popped up on sites like eBay and Craigslist where they were flipped for as much as $1,000. It was a tidy profit for Gilt shoppers while the new buyers ended up with a couple hundred dollars worth of vastly over-priced lattés. Clearly it’s not just about the coffee.
5,000 Metal Cards were sold in 2012, but this year Starbucks plans to limit the offering to a mere 1,000.
While that just about guarantees that the next guy in line won’t have the Metal Card in his wallet too, it’s hard to see how the card confers some kind of insider status. Starbucks lost its aura of exclusivity the minute it opened its first shop outside of the Seattle city limits. You can’t be an insider to something that you can buy on every street corner, turnpike rest stop, and hospital cafeteria.
It might not be exclusive, but the Starbucks Metal card will be scarce. But who really wants a $12 cappuccino anyway?