Today at 12pm ET, Starbucks unleashed its limited edition $450 metal gift cards on Gilt.com. As soon as the sale page loaded, the cards sold out and were put on "reserve," presumably leaving Starbucks superfans with money to burn extremely disappointed. This year's crop of 1,000 cards is made from shiny "rose base metal," comes pre-loaded with $400, and automatically enrolls the card carrier in Gold-level Starbucks membership status which brings with it coupons and occasional free drinks.
Last year Starbucks churned out 5,000 steel cards, which also sold out in seconds. If any lessons can be learned from last year's sale, however, it's that folks who missed out on the Gilt sale should not despair. There's always eBay, where last year the steel cards were going for $1,000 a pop.
UPDATE 12/6 12:23pm: It looks like the cards may have sold out during a "pre-sale." The early access sale went live at 11am ET.
UPDATE 12/6 1:54pm: Reps from Gilt tell Eater: "The public sale went live at noon ET and the available cards sold out within seconds."
UPDATE 12/6 2:25pm: Reps from Gilt confirm that some cards were sold at pre-sale but will not reveal how many: "A total of 1000 cards were created and a portion of those were made available early to "My Starbucks Rewards" members. The card sold out within seconds."
As soon as the sale waiting page refreshed into the live sale, it seemed the cards were already sold out:
Of course, several cards are available now on eBay:
People are obviously not happy that they didn't get their fair 1/1000 chance at owning their very own rose gold-colored Starbucks gift card. Outraged Starbucks fans are spreading their rage over Twitter, while on Gilt's Facebook page, shoppers are calling the sale "completely unfair for the loyal customer base" and "a ploy to drive web traffic."