Starbucks: A Case Study.

Starbucks’ Bearista Craze Is a Masterclass in Holiday Marketing.

This month, Starbucks released a bear-shaped cup they named the Bearista Cold Cup. Priced at $43.95, it sold out almost instantly, sparking 4 a.m. lineups, store-hopping frenzies, and a wave of social media buzz that turned a seasonal accessory into a marketing win. 

How Scarcity Drives Obsession

The Bearista was made strategically scarce. Released during Starbucks’ busiest season, the bear cup became a symbol of exclusivity. Customers lined up before dawn, hoping to snag one before they disappeared. And when they didn’t secure one, they didn’t walk away, they doubled down. 

Fans visited multiple stores, called ahead, and even coordinated with friends to track inventory. This behaviour was the result of Starbucks’ well-honed scarcity marketing playbook.

Coffee Sales by Association

Here’s what’s genius about the whole thing… Even when customers didn’t get the bear, they often bought coffee anyway. The Bearista became a reason to visit.  Customers who might not have planned a Starbucks stop suddenly had a reason to check. thinking “Maybe this store has the bear.” And while they were there, why not grab a Peppermint Mocha and a gift card? Starbucks turned a merchandise hunt into a sales funnel. Brilliant! 

Emotional Timing and Brand Heroism

Launching the Bearista at the start of the holiday season was a strategy that played on people’s emotions. It’s a time when people are primed to spend, gift, and indulge. The bear cup tapped into joy, and the thrill of the chase. And when Starbucks restocked or released new variants, they looked like the hero.

The Flywheel Effect

Starbucks’ marketing flywheel spins faster when merchandise, mobile app alerts, and seasonal drinks work together. The Bearista Cup spread quickly. TikTok videos, Instagram stories, and Reddit threads amplified the frenzy. Starbucks Rewards members got early access, creating loyalty loops and every sold-out moment only increased demand. Now that’s smart omni-channel marketing. 

Starbucks Tactics – Why Scarcity Sells

• Limited inventory created urgency and repeat visits.
• Emotional timing during the holiday season amplified desire.
• Social virality turned customers into marketers.
• Coffee sales surged as people grabbed drinks while bear-hunting.

Starbucks’ Bearista Cup vs. Tim Hortons’ Pop-up.

Tim Hortons took a different route. Also in November, they launched their first standalone ‘TimShop’ at CF Toronto Eaton Centre, a 1,856-square-foot pop-up selling apparel, mugs, and holiday gifts.

Tim’s Key Tactics:

• Physical retail presence in a high-traffic mall.
• Broad inventory with no scarcity-driven hype.
• Community-centric branding tied to Canadian identity.
• Seasonal engagement through tentpole campaigns like Roll Up To Win and Smile Cookie.

Two Holiday Strategies, One Clear Winner in Scarcity

Tim’s strategy focused on brand immersion and leaned into familiarity and presence. Customers could browse, buy, and enjoy the nostalgia of Tims. Starbucks combined FOMO and timing. Both strategies work, but the Starbucks’ Bearista drop shows how scarcity, emotion, and virality can turn a $44 cup into a cultural moment.

Legal Clarity on Supply and Demand

Starbucks positioned the Bearista Cold Cup as a holiday item, which immediately created a sense of urgency. According to marketing coverage, they announced the cup in advance, let anticipation build, and released it in early November 2025. The phrases “limited-edition” and “while supplies last”  were used in-store, online, and in promotional materials to manage customer expectations and frame the product as exclusive and time-sensitive. It also amplified desire, the intent of the entire campaign. This language is both a marketing tactic and a legal safeguard that helps Starbucks avoid legal issues under Canada’s Competition Act. 

What Other Brands Can Learn

• Limited drops drive urgency and repeat visits.
• Use products to pull people into your ecosystem.
• Align with seasons when people are most receptive.
• Social media turns scarcity into virality.

Yes, Starbucks sold bear cups, but they also sold belonging, excitement, holiday spirit, and in doing so, they reminded the world that smart marketing isn’t about pushing products as much as it is about creating experiences  people want to chase.