Quick, would you pay an extra $50 for this card?
December 5, 2012
According to USA Today, the new Starbucks gift card that costs $450 but only comes with $400 spending value on it will be available on Gilt.com and the quoted cultural anthropologist says, “Not everyone is impressed” by the appeal to snobbery and exclusivity that this card represents.
Supposedly it comes with free perks but none are touted in the report which is all about the potential “collector value” of the thing. I wouldn’t be surprised if it doesn’t come with very much more than the standard Starbucks program attached to all gift cards. And of course the VP of card and payments suggests he’d buy one for his Mom – it’d be more than his job’s worth not to tell a journalist anything different.
But I’ll point out the key thing that makes this thing no more worth the steel it’s carved out of and that’s the quote from Starbucks’s selling partner, Gilt’s executive VP: “When you’re waiting in line at Starbucks, the next person in line won’t have it.”
So, this super exclusive, limited run, card doesn’t get you out of waiting in line? Then believe me when I say, no one in line cares what card you pull out of your wallet.