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Remember the frenzy surrounding the Pumpkin Spice Latte (PSL) launch each year? Social media is the mastermind behind this. Platforms like Instagram and TikTok are flooded with aesthetically pleasing photos and videos featuring the seasonal drink. Influencers rave about the taste, creating a sense of Fear Of Missing Out (FOMO) that drives us towards the nearest Starbucks.

Beyond the Drink: Building a Lifestyle Brand

Starbucks has mastered the art of portraying their coffee as more than just a beverage. Social media showcases the experience – cozy cafes, friendly baristas, and beautiful latte art. Aspiring influencers create content around studying at Starbucks, catching up with friends, or simply enjoying a “me-time” moment with a cup in hand. This paints Starbucks as a desirable lifestyle choice, associating the brand with productivity, relaxation, and social connection.

Once in a blue moon, the gift gods bless you. Filled with hope, you open up an envelope, and out falls a tiny plastic card that you can take and spend anywhere. After you check the gift card balance, pay those VISA gift card fees (yes, they actually charge you for your free money), you can finally secure that coveted tie-dye sweatshirt from your fave Instagram influencer. Life is good again.

And then there’s the more likely scenario…

You notice the office intern frantically asking everyone to sign your last-minute birthday card, and you’re presented with a gift card to the generic chain restaurant around the corner. The cherry on top? It’s taped onto the company’s “we appreciate your business” stationary. And they wonder why millennials aren’t loyal…

Don’t let a thoughtless gift ruin your day. Check the gift card balance, and get cash for gift cards instead.

Wondering who’s going to buy a gift card from the cafe downstairs? Don’t give it a second thought. You may have had one-too-many stale doughnuts when you’re desperate, but trust us, there’s someone out there who can’t get enough of the stuff they swear is ‘coffee’.

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