FY21 AUTUMN & HOLIDAY ASSORTMENTJ A N U A R Y 2 0 2 0

2 | F Y 2 1 A U T U M N & H O L I D A Y A S S O R T M E N T

FY21 AUTUMN ASSORTMENTIN LOCAL PORT: APPROXIMATELY JULY 27, 2020

BRAND & EVERYDAY

LTO

Order inventory to last through February

2021

The Online Ordering Portal will open on Monday, January 27th and will close on Wednesday, February 5th at :59pm *PST.

No late orders will be accepted.

If you do not plan on ordering, please inform the International Card team.

Global SirenBarcode cost: $0.23Magstripe cost: $0.24Packout: 50

Global ReserveReserve Markets onlyBarcode cost: $0.23Magstripe cost: $0.24Packout: 50

Global Happy Halloween Barcode cost: $0.19Magstripe cost: $0.20Packout: 25

Intl. Autumn Mug DiecutRecommended higher minimum loadMagstripe cost: $0.31Packout: 25

Intl. Anniversary Blend CardMarries with AP Merchandise Barcode cost: $0.24Magstripe cost: $0.25Packout: 25

Global EDG LTO – Cheers to UsBarcode cost: $0.22Magstripe cost: $0.23Packout: 25

*Prices per card reflect the supplier cost as well as an allocation for Starbucks design and administrative expenses

Global CelebrationBarcode cost: $0.23Magstripe cost: $0.24Packout: 50

FY21 HOLIDAY ASSORTMENTIN LOCAL PORT: APPROXIMATELY OCTOBER 6, 2020

LTO

The Online Ordering Portal will open on Monday, January 27th and will close on Wednesday, February 5th at :59pm *PST.

No late orders will be accepted.

If you do not plan on ordering, please inform the International Card team.

Global Merry ChristmasEnglish, Spanish, French, Tagalog availableBarcode cost: $0.18Magstripe cost: $0.19Packout: 50

Global SnowmanReserve Markets onlyBarcode cost: $0.18Magstripe cost: $0.19Packout: 50

Intl. New Year 2021Barcode cost: $0.24Magstripe cost: $0.25Packout: 25

Global Gingerbread Man Diecut + BackerRecommended higher minimum loadBarcode Only: $0.38Packout: 25

Intl. Holiday AnimalsMarries with AP Merchandise Barcode cost: $0.24Magstripe cost: $0.25Packout: 25

Global Redcup Diecut + Backer (multiple SVC designs)Recommended higher minimum loadBarcode Only: $0.35Packout: 25

*Prices per card reflect the supplier cost as well as an allocation for Starbucks design and administrative expenses

Global TreeBarcode cost: $0.18Magstripe cost: $0.19Packout: 50

FY21 Premium Card CarrierMARKETS TO LOCALLY PRODUCE

3 | F Y 2 1 A U T U M N & H O L I D A Y A S S O R T M E N T

FPO

FY21 AUTUMN ASSORTMENTBrand & Everyday Cards

Card Activation: Barcode & MagstripeFinal Cost: $0.23 (Barcode), $0.24 (Magstripe)Packout: 50Order inventory to last through February 2021

Reg Label Placement: Bottom right cornerBraille will be removed

Reg Label Placement: Bottom right cornerReserve stores only

Reg Label Placement: Bottom left corner

Global Siren CardGlobal Siren Card Global Celebration Card

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FY21 AUTUMN ASSORTMENTLTO Cards

Card Activation: Barcode & MagstripeFinal Cost: $0.19 (Barcode), $0.20 (Magstripe)Packout: 25Reg Label Placement: No reg labelDesign Notes: Stars & Moon will be glow in the dark!

Global Happy Halloween Card Global EDG – Cheers to Us!

International Anniversary Blend Card

International Mug Diecut

Card Activation: MagstripeFinal Cost: $0.31/eachPackout: 25Reg Label Placement: No reg labelDesign Notes: No backerRecommended higher minimum load

Card Activation: Barcode & MagstripeFinal Cost: $0.22 (Barcode), $0.23 (Magstripe)Packout: 25Reg Label Placement: No reg labelDesign Notes: Post-lam foil

5 | F Y 2 1 A U T U M N & H O L I D A Y A S S O R T M E N T

Card Activation: Barcode & MagstripeFinal Cost: $0.24 (Barcode), $0.25 (Magstripe)Packout: 25Reg Label Placement: Top left cornerDesign Notes: Post-lam foilMatches with AP Anniversary Blend merchandise

FY21 HOLIDAY ASSORTMENTGlobal Holiday Heroes

Card Activation: Barcode & MagstripeFinal Cost: $0.18 (Barcode), $0.19 (Magstripe)Packout: 25

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Global Snowman CardGlobal Merry Christmas Global Tree Card

Reg Label Placement: Bottom right cornerFrench, Tagalog, and Spanish translations available

Reg Label Placement: Bottom right corner Reg Label Placement: Bottom left corner

Beginning in FY21 Holiday, all Global Card Assortment standard CR80 shaped cards will no longer have post-lam foils to ensure Card is aligned to the enterprise sustainability goals.

FY21 HOLIDAY ASSORTMENTInternational Holiday LTOs

Card Activation: Barcode & MagstripeFinal Cost: $0.24 (Barcode), $0.25 (Magstripe)Packout: 25Reg Label: No reg label

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Global Gingerbread Man Card + Backer

International 2021

Beginning in FY21 Holiday, all Global Card Assortment standard CR80 shaped cards will no longer have post-lam foils to ensure Card is aligned to the enterprise sustainability goals.

Card Activation: BarcodeFinal Cost: $0.38Packout: 25Reg Label: No reg labelRecommended higher minimum load

Global Redcup Diecut + Backer

Card Activation: BarcodeFinal Cost: $0.35Packout: 25Design Notes: Card artwork not yet available – these are the paper cup designs that will usedfor redcup diecut cards. Cards will be skittle packed (share 1 SKU and mixed boxes). One backer design for all SVC designs.Recommended higher minimum load

FY21 Premium Carrier

• Markets to locally produce• Please order through the portal and

International Card team will send native artwork

• Recommend your local supplier add perforation on the interior such that any card can be chosen by a customer to insert in carrier.

Exterior Interior

Card Activation: Barcode & MagstripeFinal Cost: $0.24 (Barcode), $0.25 (Magstripe)Packout: 25Reg Label: Bottom right cornerMatches with AP Merchandise

International Holiday Animals FPO

APPENDIX

I n te r n at i o n a l C a rd A s s o r t me nt S t rate g y

9Starbucks Confidential – INTERNAL USE ONLY

Global Offerings at each solicitation are based on consumer and business trends. Below provides high level details on each promotions’ focus.

Autumn(Sept-Oct)

Holiday(Nov-Dec)

Winter(Jan – Mid March)

Spring(Mid March – April)

Summer(May – Aug)

Consumer Sentiment

Warmth Holidays Tradition, Love Fresh, New Fun, Relaxed

Card Sales Med-High High Low Low High

Brand

Everyday

LTO(examples)

Premium(examples)

Seasonal DiecutHalloween

Key Global Occasions

Halloween ChristmasNew Year

LNYValentines Day

Sakura Mother’s DayFather’s Day

Att

rib

ute

s an

d O

bje

ctiv

esA

sso

rtm

ent

Off

erin

g*

DiecutChristmas

Happy New YearLNY

ValentinesSakura Diecut

Seasonal

DiecutSeasonal

Father’s DayMother’s Day

Thank YouSentiment LTO

Special Edition Greeting Card BundleMerch Design

Merch design

Coffee ForwardCelebrationSentiment LTO

Brand and Everyday Cards: 1 year shelf-life with opportunity to order every 6 months

Merch design

Market Cards are a separate category distinct from the Global Card Assortment. Please reference the Market Card Execution

Guide on the Starbucks Card Wiki for more information.

GLOBAL CARD ASSORTMENT

Premium offerings are higher cost products that provide more value to the customer by means of shape, personalization, substrate,

additional packaging, etc. These should be sold with a higher $ minimum load than minimum $ activation.

CONSIDERATIONS WHEN ESTABLISHING A HIGHER MINIMUM LOAD

PRODUCT COST: Products that take more time to develop & co-pack, while impacting Ops teams in-store or at the DC (e.g. Special

Edition). These should still be easily displayed at the POS (e.g. Valentine Heart Diecuts).

CUSTOMER VALUE: Customers perceive a higher value in products that are tied to specific occasions (e.g. Valentine’s Day), or that have

a packaging component or have a marketing tieback (e.g. buy a month’s worth of drinks).

COMPETITION: Take into account what are other competitors are charging for greeting cards, DIY products, etc. in your market.

Starbucks Confidential - INTERNAL USE ONLY

Premium Card Strategy

Card Type Examples

Recommended

minimum load

(USD)

Success Stories

Diecuts

Partnerships

Collaborations FY20 Autumn

Mug Diecut

FY20 Holiday AP

Planner Card

$10

Innovations

Bundles

FY19 Winter

Love Bundle

FY19 Summer

Besties Pack

$15 - $20

Special Substrate

Special Edition

FY18 Special

Edition Card

FY19 Special

Edition Card

$50* *Or 2x avg. min load

In Holiday FY18, Korea sold a 3-pack

of Ugly Sweater Diecuts for $10.00

USD. Avg load per card was $13.45.

In Winter FY18, Korea offered the

Core Coffee Greeting Card bundle to

customers with a $10.0 USD min

load. Avg load equaled $21.40 per

bundle; over 2x the minimum.

In Holiday FY18, the Philippines offered a non-

occasion based multipack of two card designs

requiring a $9.57USD min load to each card. Avg

load equaled $10.44 per card.