Just call me stupid for being sucked into an ingenius marketing promotion without reading the small print. I recently purchased the Starbucks Gold card, which is actually black, for $25.00. Thinking $25.00 would also go on the card as a credit, just like the non-black/gold cards. WRONG. I bought it because I was willing to give Starbucks the use of my money, interest free, in exchange for their keeping me as a customer and my loyalty would earn me a 10% discount. Seems like a win-win to me. I don't stray to Peet's and they pay me for my loyalty while using my money now. WRONG.
So, I am now the proud owner of this very prestigious Starbucks Gold Card - with zero balance. Moreover, I just read (now I read) that this is an annual fee! Are you kidding me? What do they think I plan to do with their card, show it to my envious friends. Flash it before purchasing a cup of coffee looking around for applause? Now, I could live with this if say 50% went to saving the environment, or providing clean water to a third world nation. But, being suckered out of $25.00 for a plastic card worth maybe $0.15? Every year? No.
Call it buyers' remorse. Call it slick marketing with a huge ROI. Call it just plain dumb. Ok, I take full responsibility. No one threatened me with hot pot of coffee or a 20 minute wait for a cup of Joe. It's all my fault and I am not blaming Starbucks, or the cashier. I just wanted you to know that the initial $25.00 you pay for this coffee debit card, goes to Starbucks, not to you.