And once again, humankind's absolute reliance on caffeine proves indomitable.
The Wall Street Journal recently reviewed data from S&P Global Market Intelligence in order to determine where people are keeping their money as of late. Gone are the days of stashing our pesky mounds of cash beneath our pillows, down our socks, and under floorboards (or, you know, in our bank accounts).
These days, people — lots of people — are depositing their money somewhere new: into their Starbucks accounts.
And we’re not talking small sums, either. The amount of money loaded on Starbucks-card accounts actually exceeds the deposits at multiple big-name financial institutions.
As MarketWatch reports, Starbucks Corp. had $1.2 billion loaded onto Starbucks cards and the Starbucks app as of the first quarter of 2016; this is twice the amount Discover has, and exceeds the deposits at other actual financial institutions as well, such as Mercantile Bank Corp. and California Republic Bancorp.
What’s more, this cash comes with a caveat: customers can use their cards to purchase food, drinks, and other Starbucks merchandise — but that’s it.
Of course, this news comes as less of a surprise when you factor in that Starbucks runs one of the most robust gift-card businesses around, with sales spiking spectacularly during the holiday season.
“Starbucks has pioneered the development in gift cards,” Brian Riley, an executive adviser and a gift-card expert told MarketWatch. “They’ve gone beyond the gift card as a transaction device.”
In fact, approximately 41% of Starbucks transactions in the U.S. and Canada were conducted using a Starbucks card in the second quarter of fiscal 2016, according to the data Starbucks gave MarketWatch.
Now the only question is: How long before I can begin paying my rent with skinny vanilla latte vouchers?