Starbucks Anticipates Holiday Rush on Gift Cards

The coffeehouse chain has sold $4 billion in Starbucks Cards during the past 12 months.

December 20, 2013

SEATTLE – It’s a going to be a caffeinated Christmas for many this year, as Starbucks predicted that sales of gift cards will surpass last year’s record more than 2 million sold on the Thursday before Christmas, the New York Daily News reports

In the dozen years since the chain debuted its Starbucks Card, more than 450 million gift cards have been sold in 27 countries to the tune of $16 billion. The chain fully expects that today’s sales will smash its previous one-day record for cards purchased in Canada and the United States.

“One in every 10 American adults received a Starbucks Card last holiday season, and we're on track for another record performance,” said Adam Brotman, chief digital officer for Starbucks. Brotman added that today’s and Monday’s gift card sales will be the busiest for the chain.

In early 2013, Starbucks sold a limited number of rose, gold-colored metal gift cards for $450 each via Gilt.com, which sold out quickly. The cards gave the users $400 in Starbucks credit, plus status as a gold-level customer with free refills on brewed coffees and teas, free beverage on birthdays, and other rewards.

Overall, the National Retail Federation estimates a record year for gift card expenditures that includes 12% of shoppers buying gasoline station gift cards.

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