Starbucks opened Starbucks Shop, its online merchandise store, to everyone on November 10 ahead of the holidays, after limiting it since March to members of its Rewards program, starting with the top Reserve tier. The store is built around exclusives like a new Bearista holiday apparel line that isn’t sold anywhere else, and shoppers can get drinkware engraved or apparel embroidered. Rewards members earn Stars on those orders and can spend the Stars at the counter, so the store feeds the same loyalty program as the coffeehouses. Starbucks is opening its own TikTok Shop at the same time to sell part of the Starbucks Shop catalog.
