It’s January, mid-winter. It’s the NHL mid-season, a time when we look to the championship season, it’s all the internet can talk about. The Stanley insulated cup in hot pink and red versions. THE Stanley cup.
Stanley Has Arrived
What is the Stanley Cup? The oldest championship trophy that is currently awarded in North America. Dating back to 1892, it was commissioned by Lord Stanley of Preston, the Governor General of Canada at the time. It is the symbol of victory in the NHL. (The Hockey Writers 2023) The ultimate goal of players and franchises alike. It is the most coveted Stanley Cup, right? Not even close.
Enter 2023, the year the Stanley insulated cup with straw, handle, and lid, retailing for USD 45 each became THE cup of choice. These two cups may be shiny, metal, and iconic holders of liquid but only one has sent a wave of chaos in 2024. Specifically the Target x Stanley Cup Valentine’s Day Tumbler and the Starbucks x Stanley Winter Wonderland Tumbler. These two limited drops have made me question, truly, how empty the cup of humanity is. And how do we refill this empty cup with improved priorities?
A disclaimer, I’m not judging people’s interests. I have wanted an old-school Stanley thermos for years. It’s a cool technology and built to last. These cups are pretty cool. The handle looks sturdy, and it’s easy to drink from too. The colors are cute, even the ones featured in these winter drops. What I am unimpressed with is the scarcity of marketing tactics for these limited drops, the dark side of a highly individualistic culture that rears its ugly head in these situations, and the out-of-control reseller market. What was concerning about this release was the character exhibited by a few which echoed louder than the positives.
The Drop into Nonsense
On December 31 the Valentine’s Day cups were released at Target to customers camping out, harassing Target employees, and caught on camera running others down, shoving, and fighting over cups to get a piece of the merchandise. Similarly, the Starbucks release (in Target) on January 3 had extra spice on top. Thanks to the modern age of TikTok and filming in public, a Starbucks drop in San Bernadino showed how far people will go to get their hands on these exclusive water carriers. First, there was fighting in the line, next a man jumped over the Starbucks counter, working in tandem with his sister, they attempted to grab merchandise and dash. The man shoved the barista out of the way and grabbed a box of cups while his sister tried to grab cups already purchased by customers and ran for the doors. Luckily, they were not the best burglars because the man was tackled by others in line before he reached the door. His sister was only able to rip the Starbucks paper bag. The most amusing part of the video was that they left and came back because the man left his phone, and left again as the police were on their way. These clips I saw by the way through Kiki Chanel’s Youtube channel, she put together a great video about the subject that put this on my radar. (Kiki Chanel 2024)
In her video, she also shared clips of these limited-edition Stanley cups being listed by resellers online with a ludicrous. (Side note, I realized I don’t know how to properly spell ludicrous without looking it up – my brain defaults to Ludacris.) There were also clips she found on TikTok of people purchasing a substantial number of these cups, with reselling appearing to be the intent. After I saw the markup these cups have on the resale market it became clear why, in this economy, holy moly it is quite the profit! These USD 45 Stanley cups are being resold online for between USD 90-230. That’s an insane return if you can move them. And this is where I believe we can reclaim our empty cup of humanity.
Social Clout
I understand the economy is rough, inflation is happening and everyone could use extra income but this is silly. It’s a reusable cup, and price gouging, hoarding, and stealing to resell to pay the bills? This is hardly Jean Valjean stealing a loaf of bread to feed his family. The Stanley tumbler is not a necessity, it is a status symbol for social clout. Its market value is also not permanent. As we know from the virality of TikTok, this will be replaced by a new thing before those who use these have time to even enjoy these cups. I’m more of a water bottle girl so I’m not participating in this trend, but a lot of people have. They are a symbol of social standing, but they don’t have to be. It’s not that deep.
This morning on the radio, I heard a story that truly was a shame to hear but I know it’s true because I remember this happening when I was a kid. It’s human behavior. A girl received an off-brand tumbler for Christmas and took it to high school to use because she liked it. The girl was bullied for not having a Stanley Tumbler and her mom bought her a Stanley Tumbler to stop the bullying. (WayNation 2024) I know why her mom chose that as the solution, her mom gave her the off-brand tumbler for Christmas, and as moms do, she probably felt like the bullying was her fault. She wanted to fix it and I got it, my mom would do the same. What sucks about this whole situation is the barometer of the culture and the values prevailing by the bullies.
Hypocrites We Are
Gen Z and Millenials are supposed to be environmentally conscious. If she was using a reusable cup, who cares? It’s hypocritical to bully her and then encourage overconsumption by prompting the parent to buy a new cup to stop the bullying. Brand names do not maketh the man or woman. Manners do, to quote Agent Galahad of the Kingsman (Vaughn 2014). Bullying will continue its bullying ways because the manners and moral convictions of the bullies were not addressed. That’s not the responsibility of the victim or the victim’s mom.
The Bailey Button Sweater Uggs, Miss Me jeans, the Sidekick, the iPod classic, Livestrong bracelets, the North Face jacket, Abercrombie’s Moose Logo, Rhinestone Affliction Tees, etc. These were some of the sought-after items of my high school experience that we coveted and felt less than for not having, but at the end of the day, it was just a thing. An item. None of those things matter now. Are Affliction or Miss Me even brands anymore? The point is people matter, and things pass away. Isaiah 51:6 NIV says, “Lift up your eyes to the heavens, look at the earth beneath; the heavens will vanish like smoke, the earth will wear out like a garment and its inhabitants die like flies. But my salvation will last forever, my righteousness will never fail.” God created us for more than this social construct.
We are giving material goods too much agency in our lives. Materialism and overconsumption are rotting our brains. We thought Black Friday madness died in 2020, but the terrifying reality is that it has risen from the ashes like a phoenix in the name of scarcity marketing. After the holiday rush and spending from November to Christmas, scarcity marketing created two Black Friday-type scenarios less than two weeks later. And it can happen again and again and again, if we let it. But we don’t have to buy in. We can choose to not let our worth be defined by our participation in trends and we can keep our greed from taking advantage of others who are lost in their greed and worship of trends, to preserve our humanity.
Closing Thoughts
USD 45 can do a lot of good. It can feed members of our community at a food bank, it can provide toiletries and shelter to homeless missions, mosquito nets, provide education and reconciliation through prison ministries, help those who are rebuilding after natural disasters, and provide necessities and shelter to refugees of war. The possibilities are endless for what that money can do. I get caught up in consumerism too, I have gone through waves of shopping addiction and still struggle with retail therapy. The first step though, is acknowledging the problem and taking a step back to evaluate and reconsider. Not living solely for ourselves but for our communities and for me personally, living for my Savior has been instrumental in freeing me from the crushing weight of overconsumption and trend cycles. Because at the end of the day, it is an empty cup.
References
The Hockey Writers. 2023. “Stanley Cup: Stats, History, News.” The Hockey Writers. https://thehockeywriters.com/docs/stanley-cup/.
Kiki Chanel, dir. 2024. Episode The Stanley Tumbler Craze is Out of Control, “Kiki Chanel.” Aired January 4, 2024.
Vaughn, Matthew, dir. 2014. Kingsman: The Secret Service.
WayNation. 2024. The Wally Show, radio program, daily morning show. Nashville, TN, USA: WayFM.

