The Stanley cup trend has reached its peak, with shoppers eagerly waiting in long lines and rushing to get their hands on one of their own. These iconic drinkware items have become a sensation, appearing everywhere from TikTok to popular retail stores like Target and Starbucks. It seems that everyone is sporting a Stanley mug these days, making it the must-have holiday gift among Gen Z.

The excitement surrounding the Stanley cups has now escalated with the release of a limited-edition Valentine's Day Stanley at Target stores. This has turned the retail giant into a scene of chaos as people race to secure the coveted tumbler before they sell out. A video posted on TikTok by Victoria Robino captures the frenzy, showing customers pushing and shoving to get their hands on the limited-edition tumbler. A sign on the display at the Target store in Goodyear, Arizona, indicates that there is a limit of two tumblers per guest.

The exclusive Galentine's Collection by Stanley, available only at Target, comes in two vibrant colors - Cosmo Pink and Target Red. According to Robino, these limited-edition tumblers sold out in less than four minutes. Another video posted by Mikayla Dixon on New Year's Eve shows people eagerly waiting in line outside a Target location in Wesley Chapel, Florida, even before the store opened. Despite the rush, Dixon was lucky enough to snag one of the highly sought-after tumblers, as shoppers ran straight to the cups once the doors opened.

The Target x Stanley collection offers a range of prices, from $20 to $45, depending on the size and style of the tumbler. However, the limited-edition Stanleys have caused quite a frenzy, with some people reselling them on other platforms for a significant profit. On StockX, certain Stanley products are being sold for nearly $300, while the pink Stanley tumbler on Target's website is currently listed for a minimum of $187. Mercari, another online marketplace, has seen a 163% increase in searches for Stanley cups since the latest drop on December 31st. Inventory for the Stanley x Target Valentine's Day Drop is priced between $36 and $999.99.

The popularity of Stanley cups is further highlighted by Amazon search data, which shows that the insulated 40-oz Stanley Quencher Tumbler with a side handle and straw was one of the top-searched products on the platform during the holiday season. The terms "Stanley 40 oz tumbler with handle" and “Stanley cup” were searched a combined 4.5 million-plus times on Amazon Stores, according to Helium 10 seller software. Matt Navarro, senior vice president of Global Commerce at Stanley, expressed his satisfaction with the brand's success, stating that being ranked among the most popular products and search terms of the year demonstrates Stanley's influence and connection with consumers.

The main selling points of Stanley cups are their excellent insulation, which keeps drinks cold for hours, their rotating lids, and their slim bases that easily fit into car cupholders. Despite the frenzy surrounding the cups, Casey Lewis, a youth consumer trends analyst, believes that the hype is already dying down. She states, "They are absolutely on their way out. This is peak Stanley. There's no up from here!"

Lewis, who writes the newsletter After School, observed that the Stanley tumbler was the most popular holiday gift among Gen Z, as seen in numerous Christmas haul TikToks. She was surprised by the fervor a water bottle caused, especially among tweens. Lewis humorously remarked, "When I was 11, I asked for dolls. Today's 11-year-olds asked for Stanley tumblers. Seeing Gen Alpha kids sobbing over water bottles is pretty surprising. At least the kids are hydrating!"

According to Lewis, most people receiving Stanley cups as gifts were college-age or younger. However, she predicts that the appeal of the trend will fade as it reaches younger kids and adults. Typically, trends start with the cool youth and then trickle down and up to other age groups. Once young kids and tweens adopt a trend or product, teens and older Gen Z tend to distance themselves.

Despite the potential decline in popularity, Stanley cups remain highly durable, as demonstrated in a viral TikTok video from November. The video showcased a woman whose car was destroyed by a fire, but her Stanley mug remained virtually unscathed, still containing ice a full day later. The president of Stanley, astounded by the durability of their product, responded in a minute-long TikTok stitch. He not only promised to send her more Stanley tumblers but also pledged to replace her incinerated car with a brand new one.

While the Stanley tumbler trend may be reaching its peak, the impact it has had on consumers and popular culture is undeniable. Whether it's the limited-edition releases, the frenzy at Target stores, or the durability of the cups, Stanley has become a leading lifestyle brand that has captured the attention and wallets of many.