updated - October 1, 2020 Thursday EDT
Starbucks anticipates setting records with its Starbucks Cards Thursday based on last year's over two million cards bought the Thursday leading up to Christmas Marketwatch reported Tuesday. The coffee chain also anticipates activations to increase.
"One in every 10 American adults received a Starbucks Card last holiday season, and we're on track for another record performance in Starbucks Card sales, as we celebrate our 13th year of offering Starbucks Cards," Adam Brotman, chief digital officer told Market Watch. "We are predicting that this Thursday and next Monday, Dec. 23, will be our busiest days for cards sales."
The coffee chain introduced the card 12 years ago, and has since seen $16 billion put on the 450 million cards that have been sold in 27 countries throughout the globe. $4 billion of the $16 billion went on the cards within the last year.
Interested customers can find the cards in one of the company's locations in more than 50 countries, grocery stores, drugstores, and on the internet.
Starbucks exclusively made available limited-time only metal gift cards online at gilt.com last week.
The company has reduced its production number from last year's 5,000, which sold out in six minutes to this year's 1,000. "Will it be one minute or two?" Cliff Burrows, group president of the Americas, Europe, the Middle East and Africa told USA Today.
Customers can use the card at select Starbucks locations, once it is registered. Those interested can go online to www.gift.com/starbucksrose. An e-mail address is needed to join the site or log back into continue shopping. Returning users can also click a sign in here link to insert their information they entered when enrolling.
Users can also login using the same e-mail address and password they type in when viewing their Facebook profile.
Starbucks saw shares end Monday at $76.46. Its stock is on the increase at 43 percent in 2013.
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