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The college conundrum: College seems to be losing some of its allure

The college conundrum: College seems to be losing some of its allure

685,000 fewer students were enrolled in post-secondary education in America this spring, a 4.1% fall on 2021, which itself was a 3.5% fall on the numbers from 2020 according to data out yesterday from the NSC Research Center. That fall marks the 11th straight year that the spring count of total enrollments has dropped in the US.

The college conundrum

The biggest drop came in undergraduates, as 662,000 fewer undergraduates enrolled — a 4.7% drop on the year before. Community college numbers fell almost 8%.Part of that fall could be explained away by the pandemic, where remote-learning distinctly diminished the college experience, but the scale and consistency of the declines suggest something larger is at play: college is losing its allure.

Once the golden ticket to a middle class life, the rise in the cost of college has outstripped the rise in the cost of living many times over in the last 50 years, suggesting that the math of the college decision is, for some prospective students, not adding up anymore.

Interestingly, the most well-known institutions are bucking this trend. The acceptance rate at Harvard plunged to an all-time low (~3%). The same happened at Stanford... and Yale... and Brown... and Columbia (to name but a few). The college path might not make quite as much sense for everyone as it used to, but the big name institutions aren't the ones losing out.

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Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy. 

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

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Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: smile, make eye contact, and greet or wave when a shopper comes within 10 feet — and if they get closer, within four feet, ask whether they need help or how their day is going, according to a new Bloomberg report.

Dubbed the 10-4 program internally, the rule mirrors rival Walmarts own 10-foot policy, formalizing behavior Target had previously only encouraged.

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Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

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