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December 19, 2013

Record sales on the cards for Starbucks this Christmas

Tis a season to be jolly for US coffee giant Starbucks, as it reveals it expects its holiday gift cards to beat 2012's 2m one-day sales record.

By Isabella Grotto

‘Tis a season to be jolly for US coffee giant Starbucks, as it reveals it expects its holiday gift cards to beat 2012’s 2m one-day sales record.

Since their launch in 2001, 450m cards across 27 countries have been loaded with $16bn in coffee funds, and the company has revealed it expects both sales and activations of its Starbucks Card to hit a record on 19 December 2013.

Among the figures stated, approximately $4bn has been loaded onto the cards in the last year.

On the same date in 2012, the company revealed it registered over 2m card sales in the US and Canada, or about 1,500 per minute.

Commenting on the predictions, Adam Brotman, chief digital officer for Starbucks, said: "One in every 10 American adults received aStarbucks Card last holiday season, and we’re on track for another record performance."

Company spokesperson Linda Mills said the record was attributable to the fact that the Friday before Christmas week is often when the most common card recipients, such as postal workers, colleagues, and teachers, receive their gifts.

The company further added that Monday 23 December is also expected to be a significant day for sales.

Earlier this year, Starbucks released 1,000 gold-colored gift cards on online shopping site

Priced at $450 each, the cards sold out within seconds of their launch.



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