This holiday season, Starbucks will be looking to repeat last year's performance, which CEO Howard Schultz called "stunning and almost unbelievable" on its fiscal first-quarter earnings call. "Our Starbucks card had its best holiday season in history, as measured by any metric, with more than $1 billion loaded during Q1, the most ever loaded onto any kind of Starbucks card," he said according to the call transcript, provided by Morningstar. "Mobile e-gifting also delivered record holiday results, with the most popular days for e-gifting being Christmas Eve and Christmas Day. ( Read more : Giftcard spending to reach an all-time high ) Each card comes with $400 preloaded and gold status in Starbucks' loyalty program. The card is slightly unusual in that it sells for more than the merchandise value. Mills attributed the price differential to the premium nature of the rose-gold card—a color Starbucks chose to project exclusivity.