Starbucks ultra limited holiday card with a price tag of $450 practically sold out in seconds on the luxury goods website Gilt.com. Pre-loaded with $400, the coffee giant made the card even more exclusive this year than last year’s 5,000 cards by issuing just 1,000.
As Gilt.com co-founder Alexis Maybank put it “We call them shopping athletes for a reason. Our customers are savvy and fast, and they were refreshing the page constantly. The second it opened up, they bought it.” When sale started at noon yesterday websites per minute traffic beat that of Cyber Monday by 2.5 times. In a span of 30 minutes, 11,000 people tried to join the card wait-list.
Of the 1,000 only 500 cards were made available to the non-VIP Gilt members, 400 sold to those of who are already Starbucks Gold members and 100 sold due to a technical snafu that released the link prematurely. Those who were unlucky to snag one took to Twitter to complain.