Why the Stanley Cup Craze Is More Than Just a Trend

From social media hype to store brawls, here’s why everyone seems obsessed with a simple cup.

If you’ve been on social media recently, there’s no way you’ve missed the frenzy surrounding Stanley 1913 cups. From TikToks of mosh pits breaking out at Target to people fighting over limited edition Stanley 1913 cups at Starbucks, it’s clear this is no ordinary drinkware trend. And while some are lucky enough to avoid the chaos, even they’ve probably seen these jumbo hydration vessels around town. The Stanley 1913 brand has been a staple for over a century, but in recent years, it’s become a cultural phenomenon.

So, what’s the deal? Why are so many people so passionate about something as simple as a water bottle?

The Power of Marketing (and a Little FOMO)

Charles Lindsey, an associate professor of marketing at the University at Buffalo, suggests that it’s human nature to crave novelty. Whether it’s trying a new food or exploring a new place, we’re wired to seek out new experiences. For some, collecting unique cups fits into this desire for variety.

But it’s not just a new color or design that gets people hooked. In the world of consumer behavior, there’s a powerful force at play: fear of missing out (FOMO). When Stanley revamped its cups in 2020, targeting women with fresh colors and designs, the company leveraged social media influencers to spread the word. This strategic move created a buzz that was hard to ignore.

The result? People wanted in. Seeing trusted influencers rave about the cups made them not just a product, but a status symbol. As more and more people flaunted their colorful Stanley cups on social media, the brand’s popularity soared — and sales skyrocketed from $75 million to $750 million in just one year.

It’s Not Just About the Cup

So why cups? Why not a new pair of shoes or the latest gadget? Ironically, the Stanley cup craze might be less surprising if it weren’t just the latest in a long line of cult-following drinkware trends. Brands like Yeti, Nalgene, Hydroflask, and Starbucks have all built passionate followings around their cups — and stirred up their own share of public disturbances.

Lindsey explains that the appeal of these seemingly simple items is deeply psychological. “It’s just a cup, but if you think about it, money is just paper,” he says. A cup, like money, can represent something much more than its physical function. It can symbolize aspiration, belonging, and even an idealized lifestyle.

When people get used to something, it becomes more valuable to them over time. This phenomenon, known as the “endowment effect,” helps explain why some might be willing to shell out $45 to $55 for a cup they could easily replace with a $10 alternative. Over time, the Stanley cup isn’t just a drinking vessel — it’s a companion in daily life, a symbol of a certain lifestyle.

The Habits Behind the Hype

The real magic happens when something habitual meets something aspirational. A cup is an everyday item — something you carry with you to work, sip from on your morning walk, or stash in your car cup holder. It’s a tool you use day in and day out. But when that cup is part of a “cool” trend, suddenly it becomes more than just a convenience; it’s a badge of honor, an accessory to a polished, put-together life.

And what makes it even more potent? The constant stream of new releases, limited edition colors, and hard-to-find designs. The temptation of exclusivity combined with the fear of missing out makes the Stanley cup feel even more desirable.

More Than Just a Cup

In the end, it’s never really “just a cup.” It’s the cup — the one that embodies your ideal self, the one that everyone wants, the one that signifies you’re part of something bigger. Whether it’s a Stanley or another brand, the meaning people attach to these everyday objects is what makes them so powerful. It’s why someone will pay top dollar and elbow through crowds just to get their hands on one.

It might just be a cup, but for many, it represents much more than that — an aspiration, a lifestyle, a status symbol. And in today’s world of social media, that’s worth far more than a simple price tag.