On Oct. 6, 2025, Starbucks announced the release of the brand-new, limited-edition glass Bearista Cup as part of its holiday merchandise drop.
Little did they know that on the day of the release, this singular cup would cause complete chaos, revealing both Starbucks’ intense marketing tactics and the extent to which consumers are willing to go for a product.
After the announcement of the new holiday merchandise, Starbucks customers began discussing it and sharing it on social media, particularly focusing on the Bearista cup due to its cuteness.
When it came to the actual day of the release, consumers looking to buy the Bearista cup resorted to extreme measures to ensure that they got their hands on this cup. This means that some people lined up for hours before their local Starbucks opened, while others actually got into physical altercations over it, which are extreme reactions for something only priced at $30.
Beyond its cuteness, what actually made the Bearista cup seem so “special” in the eyes of customers was how Starbucks framed it as a rare, limited-edition item. By having a limited stock and constantly advertising the cup, buyers felt a greater sense of urgency to obtain it, a skilled marketing tactic by Starbucks.
Consequently, after buying the cup, Starbucks customers also waited in line to spend money on a drink for their brand-new Bearista cup, generating even more profit for Starbucks.
But what happens to those who weren’t able to purchase a Bearista cup? Well, they can find them being resold on eBay for upwards of $150.
That’s right, a cup that was originally $30 is now being resold for over five times the original price.
This bear cup isn’t an isolated instance. The pattern of widespread popularity has been seen in other trendy, “consumerist” items, such as Labubus or Stanley Cup accessories, which are highly sought after due to their cute nature and appeal. These items don’t hold any actual material value or worth beyond simply trending, and it’s certainly not worth losing sleep to line up or fighting others over something as simple as a cup.
Social media apps like TikTok and Instagram have significantly contributed to this rise in mass consumerism, as repeatedly seeing videos featuring the same products can cause someone to want these products due to their popularity and a desire to have the same trendy items as everyone else.
Recently, though, it’s been taken too far. The bear cup is just one example of a much bigger, widespread problem about how social media has a grasp on us in terms of overconsumption and mental health.
A consumer, collectivist culture drives overconsumption, and the consequences directly impact the mental state and well-being of individuals. When they aren’t able to get their hands on the latest, trendy item, such as the Bearista cup, they feel unhappy and like they aren’t part of the “in-group.”
In a day and age where advertisements and new products are constantly being thrown at us on every social media platform and in real life, it’s important to recognize when something is a want rather than a need.
It’s also crucial to recognize that companies like Starbucks should change their marketing tactics in order to prevent the craze that happened with the Bearista cups. By inciting fear in consumers due to the limited stock of the bear cups, various Starbucks locations and their baristas were faced with overzealous customers who took things too far.
By being mindful of our consumption of trendy products and making sure what we’re buying will last and isn’t just going to become a fad, purchasing trendy items becomes less of an extreme practice and becomes enjoyable for everyone.