Starbucks is looking forward to a holly jolly, holiday season.
According to the New York Daily News, the coffee chain said on Tuesday it expects sales to surpass last year's one-day record. Starbucks sold 2 million gift cards on the Thursday before Christmas last year in the Unites States and Canada.
"One in every 10 American adults received a Starbucks Card last holiday season, and we're on track for another record performance," Adam Brotman, Starbucks' chief digital officer, said.
Starbucks expects to have their busiest day for card sells on Christmas Eve. Starbucks spokeswoman Linda Mills, said the weekend before the holidays are often the busiest and considered a "big gifting day for common card recipients such as co-workers, postal carriers and teachers, so customers often pick up cards a day before that."
In the 12 years since Starbucks has offered the gift cards, customers have loaded about $16 billion in 27 countries.
The coffee chain partnered with high-end daily deal site Gilt.com, earlier this year, to sell the ultra-limited edition $450 rose gold-colored metal gift card for the holidays, according to Eater. The cards are pre-loaded with $400.
With only 1,000 cards available on the site, reports stated it sold out in less time than it takes to order latte. Last December, Starbucks revealed 5,000 $450 steel gift cards on Gilt.com, which sold out in about six minutes.
According to Maybank, Alexis Maybank, Gilt Groupe co-founder and chief business development and strategy officer, within 30 minutes, more than 11,000 people were being "wait-listed" for a card. Starbucks CEO Howard Schultz called Friday's transactions "stunning and almost unbelievable."
