Starbucks Snoopy merchandise sparks high resale demand

Starbucks has released a limited-edition Snoopy glass cup as part of a Peanuts merchandise collection, sparking significant consumer demand and a secondary resale market. The 20-ounce glass cup, featuring Snoopy in fall attire, retails for approximately US$39.95 but has been seen reselling on platforms like StockX for as much as US$200.

To manage the high demand, Starbucks implemented a purchase limit of two items per customer. The release is part of a broader strategy under CEO Brian Niccol to utilize exclusive merchandise drops to drive store traffic and restore cultural cachet without relying on traditional discounts. This approach mirrors tactics used by streetwear and sneaker brands to foster brand loyalty and engagement.