About the report: This report provides an in-depth analysis of Stanley’s digital shelf performance on Target. It offers insights into pricing trends, product stock levels, customer ratings, and reviews. For this report, we analyzed 81 Stanley products available on Target on December 11, 2024.
Introduction
Stanley’s legacy spans over 110 years and is rooted in its iconic Hammertone Green vacuum-insulated steel bottles. Founded in 1913 after William Stanley Jr. patented the all-steel vacuum bottle for manual laborers and outdoorsmen, the brand has continually launched innovative products.
So, why have Stanley’s annual sales surged from $73 million in 2019 to $750 million in 2023?
One major factor is Stanley’s marketing strategy, which includes collaborating with Target to launch limited-edition cups and exclusive products.
Highlights
- Stanley Easy Carry 50qt Hard-Sided Cooler – Charcoal Gray is the most expensive item on Target at $225.
- Stanley 30 oz Quencher Tumbler Boot with Straw Cover Black is one of the most affordable products at $10.
- Stanley 30 oz Stainless Steel Ice Flow Flip Straw Tumbler Mist has 1812 reviews, making it the most reviewed Stanley product on Target.
- Stanley balances premium products with budget-friendly options to cater to a wide range of customers.
Stanley’s Viral Success: How the Marketing Strategy Ignited the Shift?
For a century, Stanley aimed its marketing mainly at men. Its signature bottle comes in a muted green and is functional equipment that can keep drinks hot or cold in any condition. Even the advertisements highlighted the product’s durable, outdoorsy, and “bear-proof” qualities by placing the bottles in —tough, utilitarian spots targeting outdoor types.
So, how did the same steel bottle become a must-have feminine lifestyle accessory?
In 2016, the company launched the Stanley Quencher, which is a 40-ounce tumbler with a straw.
However, in 2019, Stanley stopped restocking the Quencher on its website due to poor sales.
In that year, a woman-run blog and Instagram account, The Buy Guide, sparked a surge in demand for Stanley’s Quencher by highlighting its limited availability. Recognizing a new market of female customers, The Buy Guide sent a Quencher to influencer Emily Maynard, whose viral post caught Stanley’s attention.
Lauren Solomon, a national sales manager at Stanley, saw the potential and helped The Buy Guide secure 5,000 bottles wholesale, which sold out in days. This led to a partnership where Stanley restocked the Quencher in new pastel colors on its website, and The Buy Guide earned commissions through affiliate links.
Stanley didn’t stop here. The brand recognized the growth potential in the female fitness and self-care markets and shifted from utilitarian hot beverage storage to becoming a lifestyle accessory for cold drinks.
This transformation involved expanding from a limited, neutral color palette to offering eye-catching, collectible designs—and, eventually, headline-making celebrity collaborations. They decided to utilize TikTok, where a new audience was present.
Instead of focusing solely on physical or mental availability on TikTok, they prioritized cultural availability, leveraged the power of user-generated content, developed a series of creator collaborations, and capitalized on trending hashtags.
The result? Over 1.1 million TikTok followers, 106 million organic video views, and 10.5 million organic engagements. By 2023, Stanley experienced a 7x increase in branded search volume and a 275% increase in Quencher sales.
How does Stanley Price its Products on Target?
Stanley has switched from a typical, large product order model to a collection release model, with limited stock in each release. Every new launch is sold out without fail, and at its peak, the waitlist for new tumblers reached over 150,000 people.
So, what is Stanley’s pricing strategy?
Stanley offers products in various price ranges, showing its versatility in pricing options.
The chart above shows that most Stanley products on Target fall within the $20-40 price range, with 37 products indicating a focus on mid-range affordability. The classic Stainless Steel H2.0 Flowstate Quencher Tumbler falls under this price range.
On the other hand, 23 Stanley products are priced between $0 and $20. These budget-friendly options are usually tumbler accessories like straws and boots.
Stanley also offers products at higher price ranges, like $40-60 and $60+, with 12 and 9 products, respectively, which are limited edition and holiday releases.
Apart from this, most Stanley products on Target are in the 10-20 ounce range with 24 products, followed by the 20-30 ounce range with 21 products. This suggests that Stanley focuses on mid-sized drinkware (10-30 ounces), which likely caters to the most common customer preferences for everyday use.
In addition, MetricsCart data analysis reveals that Stanley product prices on Target increase with capacity. Smaller sizes (0-10 ounces) have an average price of $46.80, while mid-sized options (10-20 ounces and 30-40 ounces) are priced at $43.12 and $43.22.
The 20-30-ounce range has the lowest average price at $36.88, while larger capacities (40+ ounces) are the most expensive at $74.16. This shows that larger-capacity products are priced higher, reflecting their added value, while mid-sized options are more affordable for everyday use.
Stock Levels vs. Prices of Stanley Products on Target
Stanley’s marketing strategy involves intentionally limiting the availability of certain Stanley products, such as limited-edition colors or collaborations. This creates a sense of scarcity, allowing the brand to sell these items at a higher price due to the perceived exclusivity and desire to own a “limited” item.
Let’s look at how the stock levels and pricing of Stanley products on Target.
With 37 individual items, most of the Stanley products on Target fall within the 5-10 stock range. They also have the highest average price, at $55.81.
Lower stock levels, like the 0-5 range, with 13 Stanley products, also show higher prices, averaging $40.04. This suggests that products with low stock have higher demand or belong to premium categories.
The 10-15 stock range, with only 1 product available, has a significantly lower average price of $10. Moreover, 30 products with a stock level of 15-20 have an average price of $22.62. This dataset reveals that as product stock levels increase, the average price decreases, showing that these items might be budget-friendly.
Stanley Easy Carry 50qt Hard-Sided Cooler – Charcoal Gray is the Most Expensive Item on Target
Now, let’s explore the most expensive Stanley products available on Target in December 2024.
The top-priced Stanley products on Target highlight the brand’s premium offerings in the cooler category.
The “Stanley Easy Carry 50qt Hard-Sided Cooler – Charcoal Gray” is the most expensive item at $225. This cooler is designed for extended outdoor use, offering ample storage and exceptional cooling capabilities. Its features like capacity, insulation, durability, etc., are some of the reasons for its high price.
This is followed by the “20 Cans/14.8qt All Day Madeleine Midi Backpack Cooler in Cream and Lilac”, both priced at $170. This backpack cooler combines convenience with eco-friendly materials, making it an excellent choice for picnics, hikes, or daily use.
Stanley 30 oz Quencher Tumbler Boot with Straw Cover Black is the Most Affordable Product.
The most affordable Stanley products on Target are priced at $10 and include accessories and small items.
Stanley’s affordable products, such as the “Stanley 30 oz Quencher Tumbler Boot with Straw Cover” and the “Stanley Water Bottle Keychain Christmas Tree Ornament,” are priced at $10.
This is due to multiple reasons. These items are made from materials like silicone and plastic, which are less expensive than the high-grade stainless steel used in Stanley’s premium products.
In addition, accessories such as the Tumbler Boot with Straw Cover serve as add-ons to existing products, enhancing usability but not functioning as standalone items. These lower-priced items can serve as impulse purchases or gifts, increasing brand exposure and customer engagement.
How do Customers Feel about Stanley on Target?
Customers have expressed a range of opinions about Stanley products available at Target. Many customers appreciate the vibrant colors and stylish designs of Stanley tumblers, noting their visual appeal and suitability as gifts.
Below is the rating and review analysis conducted by MetricsCart on Stanley products on Target.
On Target, Stanley’s 4-star products lead with 6,397 ratings and 5,118 reviews, followed by 5-star products with 3,562 ratings and 2,219 reviews. 3-star products have the fewest, with just 18 ratings and 11 reviews.
Products with higher ratings are often perceived as offering better value and quality. As a result, consumers are more inclined to purchase products with higher average ratings. Consequently, higher sales volumes lead to more customers who can provide ratings and reviews.
Now, let’s look at the correlation between price and ratings of Stanely products on Target.
The $0-20 range has the highest average rating of 4.55, with 3,522 total ratings, indicating customer satisfaction and engagement for lower-priced products.
The $20-40 range has a lower rating of 4.13 despite 3,330 total ratings, suggesting room for improvement in this segment. This could be because customers expect higher performance or durability at this price point but may be slightly disappointed.
Higher price ranges, such as $40-60 and $60+, show ratings at 4.35 and 4.49, respectively, but with fewer total ratings. This indicates that while premium-priced products are well-received, they attract a smaller customer base and less overall engagement.
Stanley 30 oz Stainless Steel Ice Flow Flip Straw Tumbler Mist is the Most Reviewed Product on Target.
The high number of reviews for these Stanley products on Target reflects their popularity and the brand’s reputation for delivering quality drinkware that meets diverse consumer needs. Below are the Stanley products with the highest number of reviews:
The “Stanley 30 oz Ice Flow Flip Straw Tumbler Mist “ leads with 1,812 reviews and a 4.3-star rating. Customers appreciate its stylish design, durable construction, and effective insulation, which keeps beverages cold for extended periods.
This is followed by the “Stanley 40 oz H2.0 FlowState Quencher Jet Black “ with 837 reviews, and the “20 oz Ice Flow Flip Straw Tumbler Black 2.0” received 335 reviews. Meanwhile, the “ 24 oz Quick Flip Go Bottle in both Mist “ and “ Rose Quartz “ gathered 283 reviews each.
The high number of reviews for these Stanley products on Target reflects their popularity and the brand’s reputation for delivering quality drinkware that meets diverse consumer needs. Features such as effective insulation, user-friendly designs, and durability contribute to their favorable reception among customers.
Key Takeaways
In conclusion, Stanley’s performance on Target showcases a clear understanding of pricing, stock management, and customer engagement. The data reveals that the brand’s mix of limited releases, competitive pricing across various ranges, and focus on both premium and everyday products resonates with consumers.
It is pivotal to adopt a data-driven approach to understand consumer behavior, optimize product content, and monitor performance. MetricsCart can create similar customized, in-depth reports tailored to specific requirements, providing insights into their rankings, customer feedback, and pricing trends.
By using these insights, Stanley and similar brands can continue to fine-tune their strategies, meet customer expectations, and maintain their competitive edge in the marketplace.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
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