Consumers love purchasing items that are viewed as “premium” and Starbucks recently decided to exploit this tendency by releasing a limited production, laser-etched, $450 gift card. Only 5,000 were released but they were all sold in under six minutes for a total of $2.25 million worth of gift cards. Now Starbucks is bringing back the gift cards except this time they’ll only be producing 1,000 in order to retain the “premium” feel.
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Starbucks brings back its premium $450 gift cards
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Published December 8, 2013
TECHi's Take
What do you get the coffee drinker who has everything? Consider Starbucks‘ version of the“Black Card”— a limited-edition, $450, fancy looking gift card, ideal for that special someone who can’t bear paying with something as pedestrian as cash, credit or even an app. For the second holiday season in a row, the coffee chain is offering its over-the-top metal gift cards, which go on sale at Gilt.com starting Friday at noon.
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