Starbucks will bring back its Bearista drinkware in U.S. stores this holiday season, as the company’s sales reports do not show how much the merchandise contributes to its results.
The Glass Bearista™ Cold Cup – Surprise Box Edition is scheduled to arrive Nov. 10 in limited quantities. The original Bearista™ Glass Cold Cup is due at select coffeehouses Dec. 1, while supplies last. A wider Bearista collection, including drinkware, a plush keychain and accessories, is scheduled to start arriving Nov. 5.
Starbucks also plans Red Cup Day for Nov. 17. Customers who buy a handcrafted holiday beverage at participating stores are scheduled to receive a reusable holiday cup, while supplies last.
In a retrospective, Starbucks said its 2025 Bearista cup drew viral attention and stores ran out of stock during its first day on sale. The company listed that cup at $29.95. It has not announced a price or supply count for this year’s releases.
The quick sellout does not show whether the cup lifted Starbucks’ sales or store visits. U.S. comparable-store sales rose 4% in the fiscal first quarter, a 13-week period ending Dec. 28, 2025. Transactions increased 3% and the average ticket rose 1%. Starbucks defines the measure using company-operated stores open for at least 13 months.
Comparable sales continued to rise in later quarters, increasing 7.1% in the fiscal second quarter ended March 29 and 7.9% in the third quarter ended June 28. The company’s results releases do not separately report Bearista sales or traffic, so those figures do not identify the cup’s contribution.
Starbucks says merchandise supports its “Back to Starbucks” effort by giving customers more ways to engage with the brand beyond cafe visits. Chairman and CEO Brian Niccol credited first-quarter sales momentum to “more customers choosing Starbucks more often.”
Starbucks’ fiscal fourth-quarter and full-year 2026 results are scheduled for release after market close Thursday, Oct. 29, before this year’s Bearista merchandise arrives.
