How Starbucks Attracts Holiday Shoppers

Retail

Published: December 6, 2013 7:30 am

Last Updated: December 6, 2013 8:07 am

Got a coffee lover on your holiday gift list? Then Starbucks Corp. (NASDAQ: SBUX) has you covered.

For Cyber Week 2013, that is through December 6, Starbucks has a buy one get one free deal on its eGift cards. Holiday shoppers that pick up a $5 Starbucks eGift Card using a Visa card also receive a second $5 eGift Card free. In other words, two gifts for the price of one. Starbucks eGift cards can be used at any company-owned Starbucks location, at the Starbucks website and at Teavana stores, as well.

But wait, there’s more. Starbucks offers customers a way to “share joy” with its gift of the week. Through December 8, that means 25% off Starbucks Christmas Blend coffees, in stores and online. That includes 1 lb. whole bean coffee, K-Cup packs, Verismo and Starbucks VIA.

Then there is the Tweet-a-Coffee option. U.S. customers who sync their Starbucks accounts to their Twitter accounts can tweet to @tweetacoffee with the Twitter handle of a gift recipient, who with then receive a $5 eGift. The program was launched in October, and @tweetacoffee now has nearly 16,000 followers.

Looking for something extra special? For the second year in a row, Starbucks is rolling out its limited edition, $450 metal, laser-etched gift card for the holidays, which comes pre-loaded with $400 and includes such benefits as free refills on iced or brewed coffee or tea. The offer will be available only on the luxury goods website Gilt.com on Friday at noon EST. And you will have to act fast. Last year, the 5,000 designer cards sold out in about six minutes. This year, Starbucks is making only 1,000 of the handmade cards available.

Starbucks cards are said to be one of the most gifted items in America. Last December, one in 10 adults received a Starbucks gift card of some sort. And Starbucks keeps its holiday customers happy with lots of options to chose from.

Starbucks investors seem to be happy, as the share price is up more than 11% in the past 90 days. It closed at $79.72 on Thursday, in a 52-week range of $52.39 to $82.50. Shares were inactive in premarket trading Friday.

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